conversation is an engine

A lot can happen in a conversation

Then This Guy Drove By

with 6 comments

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Written by kirkistan

September 20, 2016 at 1:29 am

Would you read this book?

with 10 comments

The Tale of the Naked Copywriter

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Written by kirkistan

September 5, 2016 at 3:34 pm

Already achieved your 2016 resolutions?

with 4 comments

Another zenith to shoot for

Via Adfreak

Written by kirkistan

August 25, 2016 at 11:58 am

when words fail

with 3 comments

 

via Conversation Agent

Yesterday in Saint Paul

with 5 comments

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Written by kirkistan

August 14, 2016 at 5:00 am

Must Your Story Always Be About You?

with 4 comments

Content today: Your story in context.

“Here’s where we show we care about what they care about,” I said. “For sure you get to tell your story. But 75-90% of the time your eye is on what your audience cares about. With social media we take off the loud salesman jacket and relax in an easy chair, ready to talk.”

For years I’ve talked with clients about teeing up conversations rather than selling copy. It’s a matter of committing to topics and copy that meets an audience need, day after day. Only my most forward-thinking clients listened without a glaze covering their eyes.

That’s changing.

One reason is organization-specific content has become a more easily-definable task. Buying content is becoming a bit more like buying advertising—though with a few key differences. You bought advertising with parameters and metrics in place: Buy your media and Bam! Targeted eyeballs and open pocketbooks follow.

At least that’s how we told the old advertising story.

Now we see that advertising model was all about interrupting, catching attention with brand hyperbole and hypnotizing dumb viewers to buy. And pronto.

Which hasn’t really worked for years.

What my clients now see is they can stay in touch with old and new and potential customers by telling what they know in a whimsical way. Not browbeating, but inviting them to think together about a shared interest. Staying in touch means many touch points along the marketing funnel, none of which are a salesman’s pointed jab. This means knowing what customers care about, what their problems are, and naming potential solutions to those problems.Marketing funnel-20160808

Creating content will seem circuitous to the hard-boiled marketing manager in her late 50s. And it is. But it isn’t. Creating content shows leadership and care as it sweeps up the concerns of our target audience and addresses them one by one, parsing out that copy over time so that we seem like we care.

And here’s the crazy thing—by creating content, we find ourselves actually caring.

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Dumb Sketch: Kirk Livingston

Perfect: This is Impossible.

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