Article: Trite, Banal, and
Boring: How to Generate Content that Creates High-End Brands
RainToday.com, August 2008
By Vickie K. Sullivan
Between the explosion of the internet, media outlets, teleclasses
and webinars, professional service firms have many opportunities
to showcase their expertise. Getting in front of our ideal
clients with blogs, articles and speeches is also much easier.
The challenge now: this noisy marketplace has raised the bar
on creative content that demonstrates the “something
special” all high-end brands have. Here are three ways
to cut through the clutter.
Redefine what’s new
Why do so many experts say the same thing? Because they stay
in general education mode too long. When a new challenge arises,
the marketplace welcomes the heads-up and an initial environmental
scan. But after identifying the problem, buyers move on to
implementation mode. They want to know the nitty gritty of
what to do next, and look for experts with the tools to make
the move. Experts who give information that’s now conventional
wisdom get left behind.
That’s why new is a moving target. Buyers
define new based on comparison of what is already
out there. Experts who archive the environmental scans and
move with the market demonstrate that they are abreast of
the issue. By staying ahead of the information curve, our
content assumes conventional wisdom and attracts advance buyers
by saying “What’s next is….”
There are two questions to generate content that rises above
the fray. First, ask yourself: “What is the biggest
challenge not being addressed on this issue?” Your answer
forces your content to go into uncharted territory. Another
great question: “What behavior changes have to occur
in order to make the critical changes ahead?” Your answers
will use what’s already out there as a springboard for
your new insights.
Example: For the past couple of years, working
with the Millennial generation has become a hot topic. Experts
who jumped on this trend first started with general education:
who these kids are and how they are different from the boomers.
That kind of information is now free, so any expert with only
general comparisons will be seen as a one of many
resource. What’s next now: insights and tools that change
the day-to-day interactions between these two.
Inch Wide, a Mile Deep
In the spirit of educating our marketplace, it’s tempting
to pack a lot of information into a single class or article.
Restrain yourself at all costs. We’ve all sat through
that boring presentation while the speaker reads a laundry
list of recommendations from their 37 PowerPoint slides. And
how many of us actually read that 50-plus page, white paper
filled with bullet points we already knew? Giving too much
content does more damage than good. Our audience is no longer
willing to drink from our fire hose.
The 101 ways approach creates a commoditized brand.
Why? The wide scope here forces skimming on a wide variety
of recommendations. And the lack of space doesn’t allow
an in-depth perspective on any action items. Therefore, you
never show the audience that you understand the nuances. And
it’s the nuance that creates intrigue.
Instead, narrow the scope and drill down. Focus on one top
issue and redefine the challenge at hand. Limit your recommendations
to two or three but give more specific information about each
one. Readers assume that if you can discuss one aspect in
depth, that you have just as much knowledge on related subjects.
Example: Instead of writing about the top
ten recommendations in getting media attention, a PR firm
distributes a white paper about the biggest trend: cause marketing
and its impact on media relations and branding. Not only will
this expert get more inquiries from those investigating this
option, she will also brand herself as a resource for ancillary
projects such as sponsorship and endorsement deals.
Go Beyond Conventional Wisdom
Another reason why content can backfire: the misuse of the
“there’s nothing new under the sun” theory.
Many experts use this saying as an excuse for intellectual
laziness. Instead of probing into an issue for insights, they
focus on that unique turn of phrase or funny story instead.
High-fee buyers see right through the clever word play and
perceive the expert using them as all style and no substance.
Yes, it’s true that much of our thinking has roots
in the past. And thanks to the Internet, those roots are exposed
for all to see. Given that these ideas are a dime a dozen,
what separates the unique from the ubiquitous? More specific
insights that change perceptions and create new understanding.
Two ways to shake up the buyers thinking:
- Discuss the “elephant in the room.” Everyone
knows about what’s really going on but when you verbalize
it, you give the animal shape and form. This opens the door
for frank discussions and new perspective.
- Unveil the invisible. When you put verbiage around the
emotional side of a situation, you just switched on the
light in a dark room. Everyone can see their situation in
a new light. When we learn what’s behind our behavior,
we have a new understanding and new ideas on what to do
next.
Examples: Best-selling author Jim Collins
addresses a taboo subject head-on when he questions the motivations
of many charismatic leaders. His views about the leader’s
ego were controversial when his book From Good to Great
came out years ago. Money guru Suze Orman was among the
first to introduce the emotional side of overspending and
debt. Her insights built a media empire that is still going
on strong.
Stand Out
Special reports, webinars, media interviews and speeches
are only as good as the substance they provide. The bar for
creative content has risen. Imaginative word play without
insightful thinking won’t make the phone ring anymore.
We can go from experts to gurus when we step out, stand up,
and say what isn’t being said. How we redefine an issue
and what we say about it makes all the difference. To be credible
to high-fee buyers, we need to be willing to burn up some
brain cells.
Since 1987, Vickie K. Sullivan, President of Sullivan Speaker
Services, has generated millions of dollars in speaking fees,
book advances and ancilliary income for her clients. Sign
up for her free market intelligence at http://www.SullivanSpeaker.com
|
