Shut Up You Had Me At Hello - Creating Content Buyers Love
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This document discusses strategies for creating content that customers love. It recommends focusing on simplicity, avoiding cliches, and making content useful, unforgettable and respectful of customers. Specific tips include showing content to others, realizing people's short attention spans, and researching ideas while keeping a consistent tone. Examples are provided of successful viral videos and campaigns that exemplify these principles through humor, visuals, solving problems or promoting products in unexpected ways. The overall message is that customers want content that is engaging, helpful and treats them as humans.
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Shut Up You Had Me At Hello - Creating Content Buyers Love
- 1. #summitoncontent | @Deano1739 Shut Up, You Had Me At Hello Creating Content Buyers Love Dean Logan | May 30, 2017
- 6. #summitoncontent | @Deano1739 What professional marketers already know.
- 7. #summitoncontent | @Deano1739 Your customers are real humans.
- 9. #summitoncontent | @Deano1739 “The consumer is not a moron. She is your wife.” DavidOgilvy
- 10. #summitoncontent | @Deano1739 Pretty much required reading for anyone in marketing.
- 11. #summitoncontent | @Deano1739 Don’t insult their intelligence.
- 12. #summitoncontent | @Deano1739 Don’t try to sound smart for the sake of sounding that way.
- 13. #summitoncontent | @Deano1739 Great read from someone who learned from the masters.
- 14. #summitoncontent | @Deano1739 Don’t try to “shock” them.
- 16. #summitoncontent | @Deano1739 Realize that our new attention span is short. Really, really short.
- 18. #summitoncontent | @Deano1739 1. Show it to your spouse, coworker, anyone 2. You are probably not the target audience 3. Don’t talk to yourself, watch the language 4. You have seconds, not minutes 5. Use common sense for the love of God Pro tips
- 19. #summitoncontent | @Deano1739 Avoid the cliché.
- 26. #summitoncontent | @Deano1739 There is a huge tendency for us to fall in love with our own ideas. Even if they suck.
- 28. #summitoncontent | @Deano1739 1. Usually your first idea is a cliché 2. Go to the expected, then move past it 3. Look harder for better visuals Pro tips
- 29. #summitoncontent | @Deano1739 Boom – some better visuals. 60 Totally Free Design Resources for Non-Designers blog.visme.co/free-design-resources
- 32. #summitoncontent | @Deano1739 1. Completely unexpected 2. Present dark subject with child-like humour 3. Investment in quality production 4. Viral – it can be easily imitated Why it works.
- 33. #summitoncontent | @Deano1739 Keep it really simple.
- 34. #summitoncontent | @Deano1739 Keep it simple.
- 35. #summitoncontent | @Deano1739 Keep it simple.
- 36. #summitoncontent | @Deano1739 Annette Labedzki
- 38. #summitoncontent | @Deano1739 1. Visually mesmerizing 2. Simple – no music, VO, logos 3. Easy, cheap production 4. Never the same thing twice Why it works.
- 41. #summitoncontent | @Deano1739 1. Not an “advertisement” 2. Brave and absolutely unapologetic 3. Gives a cliché an unexpected twist 4. Viral – it can be easily imitated Why it works.
- 42. #summitoncontent | @Deano1739 1. Say and do just one thing 2. Resist the temptation of “couldn’t we…” 3. Don’t think of it as an advertisement 4. Less is more Pro tips
- 43. #summitoncontent | @Deano1739 Be unforgettable.
- 46. #summitoncontent | @Deano1739 1. Feels “live” and unscripted 2. Endless variety of foods 3. Has a no way they’re going there feel 4. Goofy, clean humour – it’s just FUN Why it works.
- 47. #summitoncontent | @Deano1739 Volvo Trucks
- 49. #summitoncontent | @Deano1739 1. Wonderfully simple concept 2. Aging actor + old song = unexpected cool 3. Demonstrates a key product benefit 4. Creates it’s own iconic visual Why it works.
- 50. #summitoncontent | @Deano1739 1. Be original but research your ideas 2. Keep a consistent tone and voice 3. Know your budget, create ideas to match Pro tips
- 51. #summitoncontent | @Deano1739 Make it useful.
- 54. #summitoncontent | @Deano1739 1. Easy to follow and understand 2. Practical and affordable ingredients 3. Strong production values 4. Current and topical: health is big Why it works.
- 57. #summitoncontent | @Deano1739 1. 100% visual and short – easy to take in 2. Promotes items found in store 3. Extremely low budget executions 4. Playful and fun – products “come to life” Why it works.
- 60. #summitoncontent | @Deano1739 1. Super short 2. Promotes product features 3. Uses video + text effectively 4. Content created to match subject Why it works.
- 61. #summitoncontent | @Deano1739 1. Make it easy to understand 2. Be practical and fast – info I can use now 3. Solve an everyday problem 4. People love “hacks” Pro tips
- 62. #summitoncontent | @Deano1739 1. Customers are humans 2. Avoid the cliché 3. Keep it simple 4. Be unforgettable 5. Make it useful The big takeaways
Hinweis der Redaktion
- Thanks for joining me today. Welcome to Shut Up, You Had Me At Hello. I hope you get something useful out of this. The idea here is that you don't have to keep talking to customers if you get their attention the right way in the beginning.
- I know this is recorded, but please feel free to share anything you think is useful and tag me on it. Little about me – 25+ years in the marketing industry and have seen a lot of changes, have strived to keep up with them and plan on doing that for a long time to come.
- The definition of “content” is different depending on who you ask. For us today I’m thinking of content like this: (read). And in this presentation I’ll be showing different kinds of content – not just content we would think of a “marketing.” This is because people, in general, HATE ADS but they LOVE certain kinds of “stuff” on the internet. Today I’ll be taking about why.
- Long ago… at the dawn of mankind, in a time before anyone used the term “content marketing” there was THE MEME
- Why did people share these faces? It was fun. Today I’ll be showing you different kinds of content that you likely have seen. But I’ll also be talking about WHY people love it, and what you can learn from them.
- So let’s jump in!
- Happens all the time. Marketers get so wrapped up in all the things their product or service will do that they forget they’re selling to real people, not “personas”
- Marketers are people! But something happens when they put on their client/marketer hat. They become blind to what that feels like and how we react to things.
- One of the most influential individuals of modern advertising.
- This book is largely considered “the bible” for the advertising and marketing industry. It’s a very short read. Principles apply as much today in our digital world as they did when he wrote them.
- “Let’s make it easier to understand” “We need to bring it to it’s lowest common denominator” This may be the biggest marketing sin of all. How many times have you seen some kind of ad only to thing “how stupid do they think I am?”
- At the same time, t’s easy to want to use a bunch of smart-sounding language in your content. And this is fine if you’re speaking to a very specific audience, like doctors or tech engineers. But most of you will be speaking to a much wider audience.
- Journalist and broadcaster. Interviewed weather forecasters, presidents, vice-presidents, sportscasters, diplomats, senators, pollsters, convention nominators, corporation executives, newsmen, advertisers, Watergate defendants, social scientists, college presidents, foreign correspondents, youth It’s an old book but one of the best that influenced most, if not all, of the books you see today on good language use in marketing. Plus – you can get it cheap.
- Sometimes marketers will get the idea that in order to “cut through the clutter” they need to utter shock them into paying attention. “People can’t ignore this!” they think. Don’t.
- Sex. Race. Religion. Things we generally stay away from in conversation but somehow are ok in marketing. Do it if you really, really have a point to make or are speaking to a very specific audience. But be ready for the backlash. Now, public service is different because often they are talking about a topic that’s extremely sensitive like rape/domestic violence, child abuse, human rights or addiction. All these examples are products.
- Our short attention spans, blah, blah, blah – plenty of research and articles on this but it’s TRUE and your content is no different. Sorry, but it’s not. Yet somehow marketers inflict us with atrocities like this (NE
- “White space never sold anything” as the saying goes. But, look at these and think about the first reaction your brain has. These are all BANNER ads by they way – not print. Anyone having a seizure yet?
- Who are these people?
- The new most-overused image in the connected world. Probably the universe.
- Only a small number of Good stock images. They get used a LOT. Same image = healthcare, financial services, wellness.
- This kind of stuff just isn’t worth it. YOU may think it’s “clever” but I guarantee you very few others will.
- This goes whether you’re an experienced marketer or just starting out. I see this over and over. (give self-example)
- If the idea came easy, it’s probably a cliché; But it’s ok to have those ideas. It’s ok and pros do the same thing! We have bad ideas too I promise. But we get those out of our system and dig deeper. Those photos on the other slide? You can do better! But Dean, you have access to software, agency resources, etc!! Yes, but guess what…
- Technology has brought power to the people! Today there are TONS of very low-cost and FREE resources on the web for non-designers. This trend will continue – in other talks I’ve told industry people “if your livelihood is dependent on logo or web design… you’re going to be out of a job soon.” They don’t like this but it’s true.
- So – back to how not to be cliché;
- This one video spurred countless knock-offs, sequels, games, books, shorts – you name it.
- Next… keeping things simple. (pause) you know, bear with me just a second…
- There we go! Keep it simple.
- Completely different content example: not a product or service!
- Now this LOOKS easy but it isn’t. Notice there are no muddy browns in here. The colours work because she knows how to mix with a pallet from years of working with paint. Last I checked she had 539k followers.
- 2.) There is no “visit Ann Labedzki dot com to learn more!
- Now, oddly – sometime a cliché can work. If it’s given a strange, unexpected (and non-cliché) twist. Give it a “judo flip” as I call it.
- Not an ad! There’s no LOGO, slogan, URL or anything. It doesn’t explain itself. No set-up, nothing. Yes the scotch by the fireplace in a leather chair in a rich wooden den is a cliché. But not for 45 MINUTES. Again, countless imitators for this which only gave the original more visibility. The guy is an American actor named Nick Offerman – best known for his role on Parks & Recreation and he does give the piece some nice tongue-in-cheek gravitas. But…
- These were two school friend in North Carolina who gain some notoriety creating weird, offbeat super-low budget commercials for (VERY) local companies. Went on to create a YouTube Channel called Good Mythical Morning. Hit on a recurring theme with FOOD. Will It Taco? Stuff in tacos that gets progressively stranger. Peanut butter/jelly – chicken pot pie – hamburgers – baby shampoo – pine needles – styrofoam packing peanuts and then… PORK BLOOD Next clip is show intro – premise and cut to the last segment.
- Over 12 million subscribers
- Again, over 12 MILLION YouTube subscribers
- Oh, and for the record – the trucks REALLY DO GO BACKWARD. The footage isn’t reversed.
- Check and see if it’s been done. Google is your friend. If not you could be creating content that will be marketing someone else. Imagine if at the end of the video…”Rebuilt structures. Re-engineered steering. And chassis features that break new ground in the truck industry. When we designed the new Volvo FH, we didn’t just improve handling. We transformed it. – Learn more at:www.volvotrucks.com” Know your budget. The Volvo piece absolutely needed a lot of money. You don’t need a big budget to execute a great idea but you do need to know your production limitations.
- Playful – probably most important here. People love fun stuff.
- Super short tutorial you could watch while waiting for security at the airport Promotes the product features directly – thereby promoting the product itself Good blend of clear text and video demonstration Did you notice? The videos are vertical… not horizontal. Guess why. Yep – to be viewed on an iPhone.
- Not all of these will apply to every project or idea.
- If you have any questions or thoughts about what I’ve talked about – am on the usual places on the interwebs. Hope you found something useful or inspiring today that you can start using immediately. Thanks again and have a great week. Or weekend. Or whatever’s up next on your calendar since I have no idea when you’ll be watching this.