This business fable has stayed with me since I first heard it in university. Over the years, interpretations have popped up at conferences, meetings and in articles. It is an entertaining tale offering different lessons depending on what is emphasized. Apologies to the original author. I would gladly give credit if I knew who you are. Here is my version.
There was a man who ran a roadside hot dog stand. It was located far outside the city. For years he worked hard to make it a success. That effort paid off and eventually people would travel long distances for one of his hot dogs. It became a popular and sentimental institution. Families formed traditions around visiting the stand and tourists were told to fit it into their schedule if possible.
So what made it special? It was not one thing, it was a combination of quality and care that was difficult to match or copy.
It is hard to comprehend that a new blog is created every 7.4 seconds. Nearly 3,000,000 posts are made public every day. Over 10,000 updates take place each hour. These statistics come from Technorati and prove that there is a hell of a lot of content in our world.
The Internet and social media democratized writing. Unfortunately, so much of it is poor. The content tends to be unoriginal, dumbed-down, misleading and misinformed. Other issues persist including the regurgitation of the same content and the writer lacking credibility. There seems to be a need to pump out more, for more’s sake, rather than providing real thought, real value.
These issues impact the profession of writing and the efficacy of blogging. For those with a formal education in writing the vast majority of blogs provoke cardiac arrest. The very basics of writing are missing; structure, spelling, tenses, storytelling, and grammar. Too many blogs fail to include a unique point-of-view and a motivating call-to-action.
It is fair to say that the very nature of blogs is sloppy. They are opinion pieces lacking interviews and research, they are short compared to articles and papers, the content is built around SEO keywords, the style is casual, and, as covered, good writing is optional. Every single blog post would benefit from proofreading and editing.
Writing is an art form. Blogging must correct the ‘quantity over quality’ mission it currently pursues. Here are ways to make that correction.
Every day your inbox is pummeled by content you forgot you signed up for (or probably didn’t). You are on Flipboard, Twitter, LinkedIn and a bunch of other time sucking “tools” you vow not to check but you do. It doesn’t help that you are “pinged” every minute like Pavlov’s dog. Texts and Facebook Messenger fight for your attention. Friends send you stuff they think is interesting. Then there is traditional media struggling for your attention.
There is so much content. The world now has 1 billion websites. You can read 470 million blogs…I know this seems awfully low but most go dormant after a post or two because they offer zero value. Still, there are tens of millions of posts every day. Online magazines are ever growing. There are really no accurate counts. Suffice it to say there is overwhelming content. And way too much bad content.
The net and social media promised dialogue but it is a one-way loudspeaker. Everything screams at us with a false sense of urgency, importance and value. It is like everything stated should have an exclamation point. At the same time the content is horrendously dumbed down. It starts with attempts to hook us with titles like these:
The Numbered List: 7 Ways To Irritate Your Partner
How-To: Build Your Own Aircraft Carrier
Case Study: How We Grew Our Twitter Followers By Buying Them
Enjoy this round up for recent and relevant storytelling articles. Some are geared to the practice of writing but you will find they can be applied in a commercial context to help drive your brand, marketing and advertising.
Inciting Moments (find it here)
From the Writers Write blog comes this education on two types of inciting moments that drive interest and the story. At its root is how a problem is solved so this construct can be applied to a brand beautifully and creatively.
Storytelling Is Not a Strategy (find it here)
Kelly Wenzel, Chief Marketing Officer at Contently, chooses a provocative title for this piece but the content is less contentious. It deals with content marketing. A term I have always disliked…has there ever been non-content marketing? Those who choose to identify themselves as content marketers seem to believe the goal is producing and pumping out more and more stuff. Wenzel gets teasingly close to what should be happening – a solid theme that motivates the audience and supporting communications that keep it fresh.
Tyler Moss, Managing Editor at Writer’s Digest, inspired me with a tweet today. Tyler shared this photo of Roald Dahl from 1979. It shows the author in the garden shed where he wrote many of his books—including Charlie & the Chocolate Factory. I was struck by the image. It is obviously far from opulent given locale and decor. In fact, Dahl is dangerously fending off the cold in a sleeping bag all too close to portable propane heater.
There is plenty more to observe and enjoy. Two rotatory phones, a steamer trunk for a footrest, wastebasket full of discarded writing, a homemade writing table resting on an older chair. Beyond the tangible items I had to ask myself, could the space be any less inspirational? But to each his own and I cannot argue with Dahl’s prolific output. It worked for him so I thought where do other notable writers ply their trade and love?
Sebastian Faulks wrote Human Traces, Engleby and Devil May Care in this space. He has noted that the window and its view provide helpful respites from the page. It is tight and focused. There is precious little decoration but comes with the advice to “Carry On”.
In 1906, O Henry penned his short story, By Courier. It runs just shy of 1,500 words, yet, it is packed with entertaining and fascinating lessons in communications. I am not talking about the craft of short story writing but rather O Henry’s lessons on how intended messages are not always received as intended. If you care to, I recommend reading the story prior to absorbing what follows or enjoy the synopsis. Here is a link to the story.
By Courier features a man and woman sitting on different benches a distance apart in a park. They use a young boy to run messages to each other. These messages get twisted and turned for many reasons. The man initiates the back and forth with his own subjectivity. The boy relays it in less refined language and different emphasis. The woman absorbs the message with her own interpretation. There a couple of to and fro’s that further confuse. Eventually the tale ends with a fun and ultimately clear resolution.
Of course, clear resolution or even understanding does not always take place in our interactions and communications. We make assumptions, embrace subjectivity, lack empathy, fail to grasp key points, and hear-what-we-like-to-hear among other issues.
Communication comes in many forms. There is written, spoken, visual, gestures, non-verbals and more. All communications share the same steps. O Henry’s story captures these beautifully:
- Motivation or reason for communicating
- Message composition
- Message type … digital data, written text, speech, pictures, gestures and so on
- Transmission of the message using a specific channel or medium
- Natural forces and human activity that influence the message in sending
- Message reception
- Interpretation and making sense of the original message
These steps come across as rather clinical, if not, linear. If you think about it, they are far more dynamic especially in our sped-up, always-on, technology-driven world. When I communicate or design communications for clients, I try to build this complex “sandwich” by first focusing on the bread. The bread are numbers one and seven of the steps.
If you concentrate on your motivation and reason that will add intended clarity. Then you have to mentally ‘hop-over’ and think as the recipient. How will they receive, interpret and decode your message. This will further refine the message. You will never get it perfect because other elements come into play. However, that effort will pay off in greater accuracy of intent and, often, appreciation by the recipient for you having taken the time to think and communicate from their perspective.
Let’s close off with The Blind Man and the Advertising Story. This is well- and oft-told tale in business schools. You will find many lessons in it as well. The biggest is wrapping a fact with personal and emotional relevance. I invite you to note the others.
An old blind man was sitting on a busy street corner in the rush-hour begging for money. On a cardboard sign, next to an empty tin cup, he had written: ‘Blind – Please help’.
No-one was giving him any money.
A young advertising writer walked past and saw the blind man with his sign and empty cup, and also saw the many people passing by completely unmoved, let alone stopping to give money.
The advertising writer took a thick marker-pen from her pocket, turned the cardboard sheet back-to-front, and re-wrote the sign, then went on her way.
Immediately, people began putting money into the tin cup.
After a while, when the cup was overflowing, the blind man asked a stranger to tell him what the sign now said.
“It says,” said the stranger, ” ‘It’s a beautiful day. You can see it. I cannot.’ “
“There are certain things in which mediocrity is not to be endured, such as poetry, music, painting, public speaking.” Jean de la Bruyere
This piece can be read below or download the nicely designed PDF and share around (PublicSpeaking).
I recently spoke at a client’s retreat and it marked the 125th time doing so. This does not include pitches and client presentations, guest lectures at schools, and media appearances. There has also been a large number of webinars, seminars, and panels. Along the way I have witnessed thousands of presentations representing the absolutely brilliant to the unbearably bad (I count some of my own in both camps).
Every conference provides old and new lessons in public speaking. Whether these events are valuable, necessary evils, boondoggles, idea stimulators, fiascos, ego-fests, networking opportunities, money grabs, or highly entertaining – one can take away something to apply when your turn to present comes up.
Given the experiences and observations accumulated, I have compiled ideas and lessons that work. In so doing, I avoid the obvious and well-stated ones. What follows should be extremely helpful when your turn at the podium comes up. Read more
We invite you to download this collection of quotes that goes beyond the well-known. Just hit here (Parrot) for over 40 pages of cool and inspirational thinking.
Read this piece below or download the nicely designed PDF (Taglines).
It is ironic that a short bit of writing used to concisely convey an idea is called different names. These communication devices go by slogan, catchphrase, motto or tagline. For the sake of this piece and my preference, I call them taglines. Slogans possess a cheap connotation, catchphrases seem vacuous bits of pop culture, and a motto is actually a hard rule more than an idea or aspiration. You can also throw jingles amongst them as a type of slogan set to music. So tagline it is.
Taglines are battle cries and statements of benefit and intent. They exist to offer information in a succinct, appealing and creative way. Ideally they deliver a message that shapes opinion and changes behavior. Taglines, when combined with action, have spurned whole movements.
These tools have been around for centuries and were refined during political campaigns in the 1800’s. In the latter half of that century they began to be employed to create awareness for products and services. Ivory Soap’s 99 and 44/100ths percent pure was a pledge of quality to consumers. It floats was added in 1891 because competitive soaps did not float. Heinz’s “57 Varieties” came along, as well as, Nabisco’s clever Uneeda Biscuit that was both tagline and name all in one.
Memorable taglines have stated clear positions. There is American by Birth. Rebel by Choice. for Harley-Davidson, A Diamond is Forever for De Beers, and AVIS’ We Try Harder. Some engage by asking questions including Capital One’s What’s In Your Wallet? And UPS’ What Can Brown Do For You?
These lines tend to offer clear benefits like M&Ms Melts In Your Mouth, Not In Your Hand or the United States Postal Service We Deliver for You. Others include the name of the product or company to firmly plant them in our conscious or subconscious. Examples include Virginia Is For Lovers for Virginia Tourism and Like A Good Neighbor, State Farm Is There. Some appear defensive like Live in your world. Play in ours. for PlayStation.
Taglines have been historically a pithy short sentence or combination of words meant to live for several years if not decades. They have been locked up with a brand name and logo. That choice of words, “locked up”, is deliberate. This use of taglines is incredibly confining and tethered to antiquated marketing thinking that has lost relevance.
They should not always be carved in stone. While the idea of finding some all-encompassing nirvana statement that nails it and resonates for years is appealing, I believe the tagline can be doing so much more for a brand. In fact, I view them as mini campaigns that deserve far more freedom.
This epiphany came to me through a series of client rebranding engagements. A new brand or rebrand all demand fresh communications. When launching a rebrand I was repeatedly recommending a launch tagline that would live for a few months or upwards of a year. Then at the appropriate time it would be swapped for an attempt at a more timeless rendition. This meant concocting a handful or more for the client to evaluate. In every case this bundle of taglines had one or two that did not create a spark but the others were always enjoyed. So why cast them all away?
I advocate the use of different taglines at different times for different audiences. Branding is much more flexible and tailored these days. The heavy and thick guideline books that once dominated the practice no longer exist for a reason. A single tagline has diminishing value given the fluid and variable applications we use today. I often think that brand guidelines were less about consistency and more about command and control from the brand owner. They limited creativity in a monolithic manner.
There was also the fear of the cost of changing anything “locked up” in the guidelines. This I can understand. No business can change where a key brand element lives with frequency. Now in this time of digital, brands can afford and need to tailor their communications and that includes taglines.
Arguably HSBC has been doing this for years. Granted they go by The World’s Local Bank but all of their communications leverage the notion of tailored taglines used in combination. They employ, We see no problem in different points of view. Only potential. Then there is, The more you look at the world, the more you recognize people’s different values. and The more you look at the world, the more you recognize what really matters to people.
So though A Diamond is Forever a tagline does not have to be. Taglines need to ‘try harder’. Rather than use a tagline as a static statement or one battle cry, set loose a manageable army of them. Lead them and make them work together but act fast because soon every brand will be doing the same.