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
- Think about the problems you can solve.
- Think about the opportunities you can offer.
- Think about the issues in relation to your market - maybe causes, reforms required, public policy.
- Think about the questions you get asked.
- Think about the different angles from a consumer and a customer perspective i.e. the person who buys a present is not the person who uses the gift.
- Think about how non users view your market.
- Think about your brand from the competition's angle.
- Think about the history and story of your brand and how you can share them
- Think about how the full life cycle of the product/service - well, after the transaction has taken place.
- Think about the supply chain and the stories to be told.
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....