When it comes to grabbing attention online, we are all competing with cats. That is a fact that you are entitled to find offensive – but it’s a reality of the world wide web. Cats are the consummate content marketers. They manage to steal attention away from topics far more worthy of our time. They can upstage even the most sophisticated marketing launch. So how do they do it?
Here are 5 things about content we can learn from cats.
Additional links you may find helpful:
Bonus: Here’s a real life example of what we are up against. Why I am showing you this? Guess I’m a cat at heart.
No matter what your position on the issue – whether or not the satirists at Charlie Hebdo were right in publishing caricatures of the Muslim prophet – the outcome of their editorial choices cannot be ignored. Extremism and satire make strange bedfellows.
In my view there are 5 key thoughts for communicators to take away:
Unless you’ve been living under a rock, you can’t have missed the fact that storytelling is making headlines:
Harness the power of storytelling!
How to use story to improve customer buy-in!
Top storytelling techniques to build your business!
If you’re like me, you’ve wondered: why is it suddenly okay to tell stories?
As a child, storytelling was frowned upon – unless it happened in the library, where you sat in strict silence, listening to an adult read a book. Or when you wrote a story as an assignment for English class. Telling stories was quite another matter.
“Somebody’s been telling tales out of school!” I remember being told when I ratted out one of my siblings. Being a tell-tale was not cool. Also heard: “That’s a tall tale if I ever heard one.” “Somebody has an active imagination!” (Not necessarily a good thing, judging by the looks exchanged between adults). The message? It was a short step from telling stories to perjury, prison and life as a hardened criminal.
So when did storytelling become acceptable? As an advertising copywriter back in the 1980s, any attempt to bring story to copy was tough. Long copy had gone out with David Ogilvy. Splashy art direction with short headlines ruled the day. As far as the marketers were concerned, the product was the hero of any ad; in retail it was often the price point itself. The consumer was the target market, the audience, and if he got involved at all he was often portrayed as the chump.
We all do it: say ‘leverage’ when we mean use, talk about ‘granularity’ instead of detail, refer to deliverables, low-hanging fruit, moving targets, key learnings. But what about the more serious culprits? Where we use euphemisms like ‘headcount’ for people, ‘change management’ to suggest restructuring – which is not to say downsizing, efficiencies, or heaven forbid, job cuts.
It can be tough to avoid using buzzwords and jargon in the world of corporate communication. Part of our job in PR is getting tough messages out on behalf of our bosses and clients. And after all, a good catch phrase or a cliché can get an idea across faster than trying to invent something new. Can’t it? read more
And if you need help putting your story together, be sure to contact Cognito!
After a two-week strike by pilots that left both passengers and crew on the tarmac, Air France KLM is fighting hard to regain lost ground. But in the long haul, it will take more than a letter of apology to win back customers
I’ve been flying between France and Canada for over twenty years. We usually travel back to Toronto at least once a year to visit family and friends. Several years ago we decided not to fly Air France anymore – it’s just too risky.
I’m not talking about safety – although the article in the October 2014 edition of Vanity Fair on the ill-fated flight from Rio to Paris isn’t exactly reassuring. The fact is Air France is just as safe as any of the world’s major airlines. And statistically, air travel is still the safest form of transportation.
It’s the risk of a strike that holds us back. Especially as we often travel around Christmas or during the summer holidays: prime strike season in France. And we are not alone in avoiding the national airline, especially since the latest round of cancellations.
It’s one thing to lose your luggage, even keep you waiting. Passengers are fairly understanding of delays caused by technical problems. It’s all in how it’s handled. And that almost always comes down to communication. read more
One rule I try to live and work by is: ‘Always deliver on your promises.’ The bottom line is if you can’t deliver, don’t promise. This policy may not always win friends and influence people but it will definitely not make enemies or leave disappointed clients grumbling behind your back.
The same thing goes for effective communication. ‘Tis better to under promise and over deliver. Sound obvious? This can be a tough sell when it comes to marketing messages. I find people often all too willing to believe their own B.S. But if your product isn’t really going to change society, transform lives, or even amount to a hill of beans in this crazy world, as Bogey said to Bacall in Casablanca, there’s little point in promising it will.
That’s even truer when it comes to creating content that delivers. My current bugbear is the post with the killer headline, designed to draw you in according to tried-and-true copywriting techniques:
Which path has your career taken?
An inspiring story about the choices we make and how they impact our lives.
Reblogged from Medium.
Reports from early childhood indicate that ‘no’ was my first word.
Maybe that’s why I’ve never hesitated to say no in my professional life. Not because I’m a negative person. Rather the opposite: I’m quite positive about what I want.
It’s been my experience that really positive things can come out of a negative. They are two sides of the same coin. But here’s the tricky part: you have to say yes to harness the power of no.
Let me give you an example.
I said no to a new job opportunity not long ago because I really believed I could do great things as a consultant. I needed to close one door to open the other.
That was my ‘yes’ – starting a new business. Saying no allowed me to focus on what I really wanted to achieve in my career.
And recently, I turned down a potentially exciting project that would have brought me a lot of exposure. Not because I don’t need it, but because it would have prevented me from saying yes to a lot of other work for clients I value.
In a culture that reveres the yes, here are 3 reasons to just say no: read more