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Leonardo da Vinci and content planning

24 Sep

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I have developed content for a number of businesses as well as creating and delivering training programs (aka Instructional Design.)

Content can be for non-static websites; marketing programs or social media.

One thing became clear to me in the process. That is the importance of planning.

Having a series of plans that start with the Big Picture (see above,) is a good way to not only focus on what you are building, but also becoming ready to create and stay on track with projects.

Creativity is pure. We know that. Artists are born that way or are they? Real art is intuitive, it’s just there in moments of genius or is it?

Leonardo da Vinci and Michelangelo (both successful businessmen) produced ‘rough’ studies before creating their masterpieces.

My friend, famed Australian artist Rodney Pople, executes a number of sketches and daubs before he knows he’s on the track.

Writers plan and signpost using a variety of methods. Chapter headings is one way to write a novel.

Having a ‘helicopter view’ of what you are trying to achieve and then implementing it is a good way to plan and build.

It can be visual or text based. I find that visual is better.

Just get it all down and make your map.

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I love it. Take it out! Part 1

21 Sep

ImageI got my first job in advertising by showing up at an agency with a two page short story I had written about bikies. I still remember one memorable phrase I concocted. It went something like ‘their jeans were so dirty, they could only be removed with a blow torch.’

The amazing thing was not only did I get in and meet with the Creative Director, but he gave me a job on the very lowest branch of the agency tree: the despatch department, run by a fiery red-faced ex army guy they called Sarge. I wanted to write. To create. I was on cloud 9 or maybe even 10.

For the first few days, the CD would acknowledge me. Smile. Ask how I was doing. That stopped soon after. But it was a great place to work. Big clients, global agency. A bunch of creatives around, artists, writers, producers, editors, designers. I loved it.

Then they promoted me to media accounts. Yike! That wasn’t my bag, so they put me into media planning, under a benevolent media genius who will remain nameless, but let’s call him Daniel Boyce. One day he called me into his office and asked me ‘so how are you liking it here?’ I was momentarily blinded by his striped shirt and the harbour view behind him, and blurted out without thinking ‘I don’t like it.’ Daniel fixed me with a steely glare, just as the phone rang. ‘Daniel Boyce.’ He said into the mouthpiece in a cultured accent, glancing at me with what I perceived as contempt. “I’m going to get fired.’ I thought, but no. Daniel put down the phone and asked me why I wasn’t happy in media planning. I told him that I wanted to write. To be a copywriter. To be a creative. The phone rang again. Same rigmarole. Then, ‘Thanks for being honest. Everybody lies to me around here.’

The next day I was relocated to the TV/Broadcast unit where ads were recorded and edited, pilots were made and new business pitches run.

We had two theatres and a big meeting room. I was able to watch actors, writers, engineers create, edit and senior executives pitch for new business. Something different everyday.

It may have been airlines and soft drinks but it was wondrous to me …

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Who is my customer

3 Sep

I met a young designer who created ‘mood boards’ for a global US fashion/apparel business. Mood boards are about colours and fabrics and accessories such as buttons etc. The fashion designers stock in trade and the fashion buyer’s guide to new season’s offerings. She told me that this company had an ‘ideal’ customer.

The ideal customer was a 30 something professional single male with a Golden Retriever dog. Sounds awfully simplistic doesn’t it?

If you think about it in target segmentation terms it says a lot in one small description.

Single = money to spend (lifestyle)

Professional = high earner/well educated (demographics)

Male = gender (demographics)

Golden Retriever dog = outdoorsy/sporty/casual

Whether you believe that your customers can be segmented as easily as this, try it.

Visualise your ideal customer/s.

And build on it from there.

The key to success in business in knowing who your customers are (and how they might change!)

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Newsletters that tell stories

3 Sep

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Newsletters like this one from advanced anaesthesia specialists are a great way to differentiate, take ‘thought’ leadership within a category, build your brand, promote your business and sell, which after all, is the ultimate goal for any business … to make a profit!

Here’s the thing … newsletters must have some news not just a bunch of products. Newsletters tell stories.

Great … let’s do it.

Here’s the other thing … who cares?

Question: Do you understand who your customers are? Do you know what they think, hope for and need?

The rise of Social Media illustrates the fact that everyone wants to be loved, admired, supported and recognised.

Effective business communications 1st take customers seriously. They add content that tells stories customers want to read and that’s not always about product x or service y.

Newsletters like all marketing communications must have been through the so what test. Try some in house research. Involve your team. Ask your customers!

Create newsletters that hit the spot!

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Staring at a blank page

2 Sep

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I found this piece of paper in a file and it got me wondering. Writers sometimes get writer’s block. They can’t get started. And often the harder they try the more blank they become.

In George Plimpton’s fascinating Paris Review series, a number of famous writers were interviewed about their techniques. This was about how do you write everyday with the kids screaming, your wife leaving, a revolucion going on, a 1st book best seller to better.

Amazingly enough some writers copy out tracts of the bible to get started, some sharpen pencils, others still drink a lot and smoke endless cigarettes (a different era I suppose.) The issue is how do you get started?

It can be a problem for people in business to get fresh ideas or even an accurate idea of what their business actually does for their customers. It’s also difficult to get noticed in the crowded cyber world where attention spans are short and customers can shop around and read reviews online.

It takes a fresh pair of eyes to do that. Daily regeneration and a childlike curiosity of life which when you think about it is quite amazing.

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Rodie – King of Content

2 Sep

King of content 230813

“When I have an idea, I turn down the flame, as if it were a little alcohol stove, as low as it will go. Then it explodes and that is my idea.” Hemingway.

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