This phrase was coined in 2007 by Geek Squad founder Robert Stephens. I found it in a story on the Salt Lake Tribune website. The story is about viral video campaigns, specifically, the "Will It Blend" series by Blendtec.
If this is true, how can those of us who sell advertising use this insight to help our customers?
I quote Seth Godin so often I gave him his own tag. And sometimes he writes/thinks something so dead-on that I have to quote the entire post. Every word is gold:
"You can improve your writing (your business writing, your ad writing, your thank you notes and your essays) if you start thinking like a blogger:
What would happen if every single high school student had to have a blog? Or every employee in your company? Or every one of your customers?"
I remember well the back-yard fallout shelter craze (mania?). The family that lived behind us had one. It was clearly large enough for just one family but it was considered uncool to talk about who would live and who would die. And we lived in the landing approach path to the Strategic Air Command base in Blytheville, AR. Generally considered a prime target for a Russki ICBM.
The nice folks at DinosaurGardens.com have posted some creative radio spots for Survive-All Fallout Shelters. (“Civil defense approved, FHA approved, no money down, five years to pay!”)
With one of his custom designed fezzes sitting comfortably on my head, I got Jason Rodgers on the Skype horn today to find out the story behind the fezmonger and Fez-o-rama.
Some are born to the fez, others are called. I believe Jason falls into the latter group. I was surprised –don’t ask me why– to learn that Jason is trained in fashion design and might have written a text book or two.
I asked him about celebrity clients, his favorite designs, The Cult of the Eye, his fictional partner, “Joe,” and ukuleles.
AUDIO: Interview with Jason Rogers 11 min MP3
Jason is the newest member of The Royal and Exalted Order of the Fez.
Tonight’s mail included a "letter" addressed to Perry S. Mays (Nobody uses my full name). There was no return address. Inside was what appeared to be a newspaper clipping tagged with a yellow Post-It note which read: "Perry: Check this out! (signed) J"
Of course the newspaper "story" is bullshit, although there is nothing in the copy that would clue the clueless on this point.
I wish I could give the dealer –Reagan Hyundai in Jefferson City– the benefit of the doubt. They weren’t trying to snooker their way into unsuspecting homes… it was just a little joke. April Fools Day a week or so early. Gotcha!
Maybe.
But if this shit works, it means there’s some kind of creepy reverse Darwinism at work. In time, only the mentally impaired will be lured onto the lot.
Everything about this is designed to trick someone into reading about about your sale. To fool them. One would almost think the public doesn’t want to hear from you. But why would that be?
With the NCAA Basketball Championship upon us, the association has released its policy on blogging [Download PDF]:
“The following is the NCAA’s policy for the number of blog posts allowed during a men’s and women’s basketball championship competition or session (i.e., where more than one contest takes place under the same admission ticket): Five times per half, once at halftime and two times per overtime period.”
13 posts in a game that goes one OT. They’re clearly trying to prevent someone “live blogging” every bucket. And the policy is easily enforceable if you are a credentialed reporter. Violate the policy, lose your credentials. A very big deal. But if I’m sitting in the stands with my iPhone, posting to my Twitter page… how do you stop that? And why is that less of a threat to the NCAA?
If anyone comes across examples of the this, let me know.
DISCLOSURE: The company I work for, Learfield Communications, has the marketing rights for a bunch of teams playing in the NCAA championship series.
I don’t have to look at resumes any more but when I did, I don’t recall ever seeing one –not one– that made me want to hire the person. I always thought they were pretty worthless. So does Seth Godin:
“I think if you’re remarkable, amazing or just plain spectacular, you probably shouldn’t have a resume at all.
Here’s why: A resume is an excuse to reject you. Once you send me your resume, I can say, “oh, they’re missing this or they’re missing that,” and boom, you’re out.
Having a resume begs for you to go into that big machine that looks for relevant keywords, and begs for you to get a job as a cog in a giant machine. Just more fodder for the corporate behemoth. That might be fine for average folks looking for an average job, but is that what you deserve?
If you don’t have a resume, what do you have?
How about three extraordinary letters of recommendation from people the employer knows or respects?
Or a sophisticated project they can see or touch?
Or a reputation that proceeds you?
Or a blog that is so compelling and insightful that they have no choice but to follow up?”
Dan Rieck suggest we can sharpen our copywriting skills with what he calls the "Stopwatch Challenge." The exercise is basically writing a radio spot that can be spoken aloud in exactly 60 seconds.
Brings back fond memories of my radio days. For a dozen years, about half of my 10 hour days were spent on the air and the other half writing and producing radio commercials. Let’s see… we’ll call it 50 spots a week. 200 spots a month. 2,400 spots a year. Let’s round it down to 28,000 commercials.
We had to knock ’em out fast and get ’em on the air. And the client always gave you more stuff that you could fit in 30 or 60 seconds. So part of the challenge was boiling it down.
Sixty seconds is about 16 lines. But you have to spell out numbers (one-eight-hundred-five-five-five-sixty-four-hundred).
I’ve never considered myself a great writer. But writing radio spots was pretty good training for blogging. Or maybe any kind of writing. Fewer words always better than more words.
I often send emails with nothing but "see subject line" in the body. I try to put it all in the subject line. Try it on your next email.
And, yes, I know this post is longer than sixty seconds.
“As an advertising medium, the Internet is already larger than radio. It will approach $34 billion this year and is on a trajectory to overtake newspaper advertising within five years. In virtually all markets, the largest local Web site (typically run by a newspaper company) is now grossing more ad revenue than the largest radio station in that market. In some markets, the largest site is grossing more than the largest cluster of stations.”
“Your radio reps have a bounty on their heads. We survey more than 3,000 local Web sites every year about their revenues, expenses, number of salespeople and other revenue-related topics. The ones with the greatest market share and revenue have an interesting characteristic in common: a star-performing “former radio rep” on the sales staff. The word has spread that radio salespeople know how to sell the Internet, and newspaper and TV Web site managers have been recruiting them left and right. Radio reps know how to cold-call, how to generate new business, and how to sell reach and frequency. That’s a perfect match for Internet sales.” — Gordon Borrell, writing in Inside Radio
Doc Searls says we need a new leadership narrative:
“…what’s “super” about U.S. superpower — a near-limitless ability to make high-technology war, backed by a fighting force of finite size with few allies — is an anachronism. I’m not sure the people of any Great Nation are ever ready to face the fact that the height of their military and economic powers has passed. Or that the leadership they most need to assert is no longer only a military and economic one.”
If we can no longer win every war we start and our economy isn’t Number One… is it possible for the U.S. to still be “super?” Let’s hope so.
This is a thoughtful and insightful post on America, leadership and journalism. Worth a read.