The Jolt! from ckwrites 06.25.2014

I was really pleased to be featured by Mitra Sorrells in an article she wrote for BizBash entitled 8 Tips to Help You Manage Your Event’s Big Data. Mitra also interviewed Paolo Zeppa of GPJ and David Haas of Freeman XP for the story. These guys are definitely breaking new ground, and its nice to be in their company. And it’s always a pleasure to work with Mitra who stands out as the journo who really listens for the nuances and puts them into sharp focus.

If you’re short on time, read this first.

Hitting the road this week for a big client pow wow so I thought I would serve up a few older posts that I particularly liked.


Are you looking for a way to refresh your elevator pitch?

There is lots of discussion about what makes a good elevator pitch… or if you should even use one. I come down on the “yes you should” side, because getting anything down to 30 seconds creates focus and that’s the first place people fall short – they ramble and wander and digress – none of which contributes to making a good first impression.

Draw Your Elevator Pitch comes from the Harvard Buisness Review. The cartoons which illustrate the article were done by a cartoonist for The New Yorker, so phrases like “too clever by half” quickly come to mind…

The authors offer up 5 reasons why this approach works. The best one is that cartoons are memorable, whilst the most disingenuous one is that they facilitate A/B testing which seems off point.

Storyboarding is part and parcel of the agency skill set. Would make for a great internal orientation tool too.

Stick figures can do; we don’t need to be artists. We just need to be able to think with clarity, concision, and discipline. That’s not easy — but that’s business.


On a scale of 1-10, how persuasive are you? 

Even if you’re a legit 10, chances are good that 10 Theories to Know For Greater Persuasion can help you to add some new tricks to your repertoire.

The author has bundled an amazing number of theories into a relatively coherent article and peppered it with useful examples.

Here’s what you’ll find.

1) The psychological theories of influence and persuasion reviews 10 different psychological theories, each of which addresses the subject of how to influence others.

2) How to write for what we all crave applies Abraham Maslow’s Hierarchy of Needs which you probably studied at some point.  The author notes that:

The three steps in between the physiological needs and the fulfillment needs are where marketing most directly applies.

  • Safety
  • Belonging
  • Esteem

3) How to win friends and influence your audience picks up where Dale Carnegie left off.

4) How an influential nudge leads to conversion introduces The Persuasion Slide. The process starts with a ‘nudge’ which is when you get attention and begin the process of persuading your prospect. After that it’s all about ‘gravity’, ‘how steep’ the slide must be and how much ‘friction’ there is.

5) The 6 Principles of Persuasion are from Robert Cialdini’s book, Influence: The Psychology of Persuasion which links back to the 10 principles we started with.

6) Psychology in action in your copy and on your site presents techniques like ‘disrupt then reframe’ and ‘the key to good storytelling’.

7) Opportunities for persuasion suggest five areas you can put the concepts to work in your own materials.

Yes, this certainly looks like more than one blog post to me…

The Big AHA!

Do you really tell stories and create experiences?

If so, 7 Things Content Marketers Can Learn From Fiction Writers might be of interest.

We tell anyone who will listen that we are storytellers. In fact, I describe myself as a business fiction writer – “the world as you want it to be, not as it actually is.”

Nothing more interesting than people to other people.

I particularly like #5:

Every character should want something even if it is only a glass of water

Metrics & ROI

How are you measuring web content?

10 Charts That Are Changing the Way We Measure Content neatly captures the emerging debate about what really matters online. Even if your involvement is limited to event websites, this discussion will give you some new ideas about how to evaluate the success of a site – and the metrics you should be presenting your client.

Three key ones.

  •  What we engage with can’t be measured just with shares or clicks. The new math is all about how much time someone spends with your content.
  •  Many people don’t actually read the articles they share. So counting shares is perhaps not a useful indicator of much besides whether the headline is appealing. A corollary to which is that…
  • Specific emotions trigger the most intense sharing responses. Which is why campaigns that trigger emotional responses are often the most effective.

The article that started the debate is by Tony Haile, CEO of Chartbeat, a company which studies content for a living. What You Think You Know About the Web Is Wrong is a must read if only for Myth 4: Banner ads don’t work. Why?

66% of attention on a normal media page is spent below the fold. Yet most agency media planners will still demand that their ads run in the places where people aren’t and will ignore the places where they are.

Oh – if after you read all this you feel manipulated and perhaps a little soiled, I don’t blame you. Heck it might make you mad enough to share The Jolt!

Marketing 501

Would you describe events as the cocaine in your marketing mix?

Karen Walker, Cisco’s Senior Vice President of Global Marketing does. You can read about it – and a lot more in Highlights From ITSMA’s 20th Annual Conference. (IT Services Marketing Association).There are 10 ideas in all, here are 4 that I found fresh and noteworthy.

The path to power. Here is what Walker advised when asked how to prove marketings value: “Find an area where sales has no presence. Create a campaign. Anything that happens subsequently is due to marketing’s influence.”It’s all about the revenue: Walker said that Cisco marketing has moved from measuring customer experience to measuring contribution to revenues.

  • IMO this is headline news.

Salespeople are the new thought leaders. Buyer behavior is “driven by relentless need for knowledge,” said ITSMA’s Senior Vice President Julie Schwartz, “and buyers can’t learn everything digitally—they need to interact with people, especially subject matter experts.”

  • This seems to me to be an essential to support a content marketing initiative. And a great training opportunity.

The new marketer is a Poogle. Imagine the marketing savvy of P&G combined with the digital proficiency of Google—Mad Men meet Math Men. But does such a person exist? The consensus seems to be no.

  • That means new opportunities for those with new skills.

I found a good write-up in Forbes by Gil Press about the ITSMA Conference which puts a bow on the presentations:

When building the business case is no longer important and everybody’s perceived value is the same, how do you differentiate your business and how can marketers help? Here’s a radical idea: Marketing is thought leadership or the selling of what makes a company different from its competitors.

Forbes article

ITSMA Highlights

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