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Anna Farmery speaks with marketing specialist Joe McCormack. Joe teaches ways to simplify highly complex ideas in an environment full of short attention spans. Joe argues in his new business book Brief that "if you can’t capture people’s attention and deliver your message with brevity, you’ll lose them".
Joe founded The BRIEF Lab in 2013 and serves as managing director and president of The Sheffield Company, an award-winning boutique agency. We discuss
How And finally the listener of the week Andrew Edgeley - a goodie bag is on it's way to you to say a BIG THANK YOU! For your chance to win just share this post! (Tweet this)
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It is simple. It is not confusing. And I know you have the skill.
Why am I so certain? Because our cultivating has always been part of your human DNA. Think of how our ancestors cultivated land, it is just the same. There is nothing new. There is NOTHING new to learn about creating and growing relationships. Full stop.
Yes, just as farmer now use machinery rather than scythes or combines as well as shovels.....marketing use social media tools.... as well as face to face or paper.
But when I look at the definition of cultivate on my MacBook Pro it says
There are 3 main stages to cultivating relationships....PREPARATION. SOWING. GROWING. (Tweet this)
So how do you translate this to your brand
Think about the WHAT and WHY
Think HOW and Why
Think NOT what the customer can do for you but what YOU can do FOR the customer (Tweet this)
As a help, a little poem from our little mate Bob to remind you.....
Ever felt stuck knowing what to write, what to say?
Ever felt the pressure to create and yet could not think of anything new to say?
We have all been there, don't worry! I wanted to share a great tip that I picked up from Billy Bragg of all people on the art of writing.
He was asked to write a piece of music for a BBC radio program which was covering the story of the Titanic.All he could think about was how the Titantic is so closely linked with Celine Dion and My Heart Will Go On.
He was stuck.
He didn't know how to make the story interesting, compelling....how on earth was he going to create something 'new'.
He then realised that no one had told the story from the perspective of the iceberg! Once he thought about how that iceberg was created, how it had been formed from free flowing water which had travelled thousands of miles....only to create one of the most tragic stories ever...the creative juices started to flow.
This is a great example of what I call the Social Diamond perspective.
Our world, our markets, our customers, our brand....none of them are flat one dimensional subjects. Think of your topic as a diamond with many different perpectives...and remember it is the multi dimensional nature of a diamond that makes it sparkle....
So when you are creating content for the web, think about
What is your iceberg? What are the different perspectives that will give a diamond-like sparkle to your brand? (Tweet this)
Step away from the desk and see your brand from through the eyes of others. (Tweet this)
Here is a little Bob-o-graphic to remind you....
Ever been at a meeting or at a get together and met someone who you just seemed to click with?
Those chance meetings and new friendships are wonderful, exciting, insiring....however that is the start of the relationship.
You wouldn't agree to marry them that night, you wouldn't agree a major multi million pound deal. No what you would say is let's meet up again, let's talk...let's get to know each other better....
That is how long lasting relationships and strong friendships work.
So when we look at social marketing, when we look at how to develop relationships, fans, friends or loyal customers...then we need to take the same approach. Why are relationships created on social networks any different to personal friendships?
A connection is an opportunity, an opening which you need to develop. We often talk about problems that need escalating, however social relationships need escalating as well.
We need to connect.
We need to find shared values and goals.
We need to find ways to deliver value to their lives.
We then need to offer that value.
We then need to deliver that value.
Continuously. Ardently. Consistently. Forever.
The question that faces all of us is this
Do we spend ENOUGH time escalating the depth of our relationships?
Great products, great service help of course! But is that enough in the social era?
Maybe..but not always.
If you can combine this with a great brand voice, a brand voice that sings your values on the social stage then you can win NOT only the product war but also the war for customer attention.
When you think of a voice it has different elements. It has a tone. It has an accent. It has emotion.
When you think of a brand, too often business leaders think message, tools and what they want to say.....
But when a human voice resonates it expresses the right tone, the right emotion and the right note for the audience.
Imagine if you thought of your brand messaging as a human voice rather than a communication tool.
Imagine if you used social marketing not as a tool but as a demonstration of that human voice.
Imagine if you thought human rather than professional.
Imagine if you thought more about how the listener feels rather than what we want to say.....
Greatness in people is often described by their speeches; From Lincoln to Churchill, from the Dalai Lama to Pope Frances to Nelson Mandela......they speak to create change, they speak to the heart not the tool. They speak with the right voice with the right emotion at the right time.
Social is not about communication, social is about emotion to create motion. (Tweet this)
When you have a great product or service and add the power of the voice, you don't just connect you engage.....(Tweet this)
This needs planned action. You need to understand who you are, what 'motion' you want to create and how to connect with someone's heart to create that motion.
Now all that makes sense. Nothing new. So why blog about it?
Because too often we forget....and create communication rather than feel what needs to be communicated.
Showing up is half the battle. Showing up does not guarantee success, however one thing for sure.....NOT showing up is a guarantee of failure.
Social marketing needs you to show up regularly, consistently, with humility and with a belief in what you are showing up for......(Tweet this)
When I ask businesses what is holding them back, it is often waiting for sign off or waiting for a new appointment. It may be lack of time or once this new client is secured. It may be once head office has authorised plans or the PR storm over the price hike has died down.
In essence, humans are fantastic at excuses. Excuses are hidden, wrapped up from the cold in 'reasons'...however the truth is that they excuses.
"We want to get it right"
"We want it to be perfect"
"We are not sure what people might think"
All excuses. The truth is that social marketing is never 100% right. It is never perfect and you will never know what people think until you do it for real!
In fact I would go as far as to say.....great social marketing shouldn't be perfect, shouldn't always be right as this allows room for the customer to interact and start a conversation with you. (Tweet this)
So what are you truly waiting for?
Are you unclear about what your social marketing aims are...then define them.
Are you unclear about who your customers are...then define them.
Are you unclear about the best tools...then try them and see.
Are you lacking belief in your brand or what it has to say.....?
Then you MUST define it. Now. Right now. Stop all that you are doing. Grab a pen. Grab some people and thrash this out.
Because that is a bigger problem than social marketing.....that means you don't understand YOUR BUSINESS.
Social marketing is a tool that you can use to share ideas, values, thoughts BUT it only works if you have ideas, values and thoughts.
The word social is about expressing.......and if you don't show up you are leaving the field wide open for others to fill that void.
It is only when you have shown up to the social stage that you can see how well your audience is connecting with your message.
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