— A Basic Outline With Insightful David Ogilvy Quotes
Content is an important marketing tool for all businesses. It takes your message from advertising to advertorial — making the customer the star of your story. There are so many ways to show and sell with storytelling. So, get started. Here is an outline to guide you.
Topic & Working Title or Headline
Start with intention. Build a working headline to focus your efforts, and perhaps, provide a theme. Ultimately you will revise this to make sure it grabs attention and get readers interest.
On the average, five times as many people read the headline as read the body copy; when you have written your headline, you have spent eighty cents out of your dollar. — David Ogilvy
What’s the big idea? Summarize the net takeaway(s) to be addressed in your article. Write the key idea(s) you want readers to get out of reading it. Consider posing a question to engage your audience. Or make a compelling statement to pique curiosity. This is where you set the stage for your tale.
It takes a big idea to attract the attention of consumers and get them to buy your product. — David Ogilvy
Brainstorm all the things you want to deliver in the post and list them. Organize them, then group them into main idea(s). Break up your insights into sections so that thoughts are lumped together by theme. As a benchmark, create three to four sections. Expand on these. Beef up sections with some or all of the following:
how-to or directions
what worked, what didn’t work
supporting or helpful information or statistics
Then read it. Revise it. Reorganize information until it makes sense and tells the whole story in the most captivating way.
The more informative your advertising, the more persuasive it will be. — David Ogilvy
In the end, summarize the post with an actionable takeaway, promise, or benefit of the lesson or experience. Leave the reader with results they could expect. And include a call to action: do this … now.
What you say in advertising is more important than how you say it. — David Ogilvy
Include hyperlinks that would lead to more information expanding on ideas, people, or features mentioned in the blog. And, always include an image when you can. A picture is worth a thousand words.
I do not regard advertising as entertainment or an art form, but as a medium of information. — David Ogilvy
Enjoy the journey as you write your way to success. Share your self, your style, your vision in a way that attracts your tribe, one reader at a time. Create the spin to win.
Social media doesn’t have to be daunting. In fact, it can be your best sales associate and your favorite marketing tactic. The key is to focus so you don’t get overwhelmed. It all begins with your message. Here are five steps to go from strategy to scheduled for social media success.
#1 Create Your Social Media Strategy.
For your Brand, you have a strategy. Now, align that with Social Media. Determine your niche—your target audience. Consider pain points and interests; and your solution for them. People seek solutions and benefits!
Brand strategy is a long-term plan for development to achieve specific goals. It is your playbook. Goals, strategies and tactics are outlined to give you a game plan.
Your brand is not your product, your logo, your website, or your name. It is much more than that. It is tangible and intagible, purpose driven, mission focused attributes that are your reason for being. It’s a feeling that separates powerful versus mediocre brands.
Your brand strategy considers:
1. Your industry & design trends
2. Your ideal client’s desires
3. Your brand personality
Distinguish your brand — how do you differentiate yourself and speak to your audience in a way that attracts them? There are many ways to give your brand a personality. From your logo and colors to tone of voice, messaging must align with your audience while remaining consistent in delivery style. Imagine your brand talking with one customer. And then, replicate that conversation consistently in the marketplace. This is where the social media strategy comes in.
Now, create a plan for social media that addresses your target audience where they are. Design a communication and messaging strategy to deliver information that is helpful to them and of interest. Relate to other topics that they are engaging with across platforms.
Know what makes you different from your competition.
Define your target audience and the solution you provide.
Translate this to your Social Media strategy.
#2 Choose Your Social Media Platform(s).
You aren’t required to be on every Social Media platform to be successful. Pick one, possibly two to start. Avoid overwhelm!
In the beginning, fewer and BETTER is the focus. Facebook is the logical first choice for most brands. Twitter, LinkedIn, and/or YouTube are strong second choices, depending on your niche.
With Facebook, create your personal Profile then set up your Business Page. From quotes to images to video, you can dominate presence in your niche. Facebook Live amplifies the possibilites. You can benefit from low cost, highly targeted Facebook Ads to generate leads and build your list.
Twitter, Instagram, and Pinterest along with LinkedIn and YouTube are great online real estate for your message. Your strategy will assit you in selecting the one or two places to start so that you speak to your tribe and align with your message.
Develop an Editorial Plan to guide your content with purpose. And then you can repurpose the information across your social media channels. This reinforces your presence.
Create a calendar — three, six, nine, or 12 months out. For each month, brainstorm themes and then topics within that theme that would be of interest to your audience. Look at information that will establish you as the “Go To” person in your arena.
Choose themes and topics so you can weave information from one post to another. Look at the map of content so you know what you are sharing each and every day. Content can easily be “re-purposed” and used in a variety of ways, and across multiple platforms.
Now comes all the write stuff. Tailor the words to fit the channel. A blog post can be pulled apart for fodder you can upload to Twitter or Facebook. Specific messages can be developed for each channel and your audience there. If you desire assistance with this, let me know.
There are a number of ways to deliver information—your brand strategy will assist you in selecting the style(s) best suited to your message.
Photos; Infographics; Videos (Live and Native); Blog Posts and Original Articles by you; White Papers; Blogs and Useful Articles by other thought leaders in your niche who do not compete. Make Video a priority as it gets the MOST engagement!
Once you determine the style of information delivery, create your content. Outline it. Find photos and images to add impact. Consider using Piktochart or Canva to create images and infographs. Look at Notegraphy for creating impact with your words. And, find free photos and images at Pixabay.
Check in every day for 30 minutes to boost activity and interact with your tribe.
Share posts from others who attract your niche.
Define your brand strategy and your message. Choose which delivery method will be best for your message. Make a list of themes and topics of interest. Create your content. And schedule it.
Congratulations! You now have the steps required to command Social Media and dominate your niche for business awareness, lead generation, client contact, and nutured relationships that lead to SALES! For assistance in creating your content, get in touch with me.
All things fashion … did I ever tell you that I had hopes of becoming a fashion designer? In high school, I would create patterns out of newspaper and then cut fabric—dodging shag carpet fibers with the scissors—and sew while sitting on the floor. So this romp was especially interesting from the get-go.
My marketing colleague, Kim Halmekangas, and I found our way around the vendors, the fashionable, and the bar for a beverage. We took the opportunity to introduce Parisio & Co and DNA Marketing services to the startup entrepreneur designers around the runway.
Exploring the local scene and taking in the style, I gathered inspiration for scenes in future films… got great ideas for clients on the fringe of fashion (and some inspiration for a designer) … oh, and possibly conjured up a design for my dress befitting the Not Just Another Bleeped Up Love Story premiere red carpet event!
Speaking of the red carpet. Here I ran into documentary film producer, William Caple III. He was doing his magic for fashion week with the cameras and the crew. We took a moment for a heart-to-heart hug and exchanged details that we found alluring.
We talked about fashion statements — how what you wear can spark an idea, establish an alliance, create a link. And, we explored the movie-ment of Not Just Another Bleeped Up Love Story — how we all are wired for conflict and connection.
Phoenix Fashion Week introduced me to designers making their way with style! And, in the realm of possibilities, we planted seeds of interest for a designer (or three) to do the wardrobe for our film.
Then I had the honor of spending time with the remarkable Louanna Faine of Real Talk Enterprise. From a childhood of trauma to a life of peace, acceptance, and assisting others, Louanna forges ahead, “changing lives one story at a time.”
We did a deep dive about Not Just Another Bleeped Up Love Story and how the film juxtaposes day-to-day situations with the underlying belief systems, programs, and conditioning that bring people together in communion and collaboration or opposition and enmity. This love story reveals the patterns that many experience as they follow the fairy tale of falling in love, getting married, and living happily ever after… after what? Well, we just can’t wait till you see the movie!
It is important to remember names, recall your grocery list, give your elevator pitch, or to be able to recite your speech.
Learning is remembering. —Socrates
From a seminar by Jim Kwik of Kwik Learning, here are three pillars of memory to help you boost your ability to remember.
Ask yourself: “What do I need to do to incentivize or reward myself and increase my motivation.” Why? Reasons reap results. You remember more when you are interested, enthusiastic and energetic. Put your heart into remembering.
Pay attention. You build retention from attention. Memory is not something you have, it’s something you do. In this time of digital dementia—where we are outsourcing recall to a smartphone—it is critical to sharpen the saw of memory and own this superpower. Be present when taking in new information. Build your memory and your ability to remember.
Use tools for remembering. From associating a list with items in a room or with parts of your body, to creating a mnemonic clue, there are infinite creative ways to prompt recall.
Thanks for meeting with HIM AND ME. (Thanks for meeting with ME. Thanks for meeting with HIM. Thanks for meeting with US.) vs HE AND I appreciate your time. (I appreciate your time. HE appreciates your time. WE appreciate your time.)
It is bigger than YOU AND ME combined. (It is bigger than ME. It is bigger than YOU.) vs YOU AND I are smaller than this idea. (I am smaller than this idea. YOU are smaller than this idea. WE are smaller than this idea.)
To YOU AND ME, this idea is big. (To ME, this idea is big. To YOU, this idea is big. To US this idea is big.) vs When YOU AND I succeed (When I succeed … When YOU succeed… When WE succeed…)
They will praise YOU AND ME for this. (They will praise ME for this. They will praise YOU for this. They will praise US for this.) vs The praise YOU AND I receive will be stellar (The praise I receive will be stellar. The praise YOU receive will be stellar. The praise WE receive will be stellar.)
Between HIM AND ME there is chemistry. (Between US there is chemistry. Between HIM & ME. Between ME & YOU. Between ME & HIM.) vs HE AND I share an office. (HE shares an office with me. I share an office with him. She shares and office with HIM AND ME. WE share an office.)
He took a photo of HIMself AND ME. (He took a photo of US. He took a photo of HIMSELF. He took a photo of ME. He took a photo of US.) vs HE AND I posed for a photo. (HE posed for a photo. I posed for a photo. WE posed for a photo.)
At times, it all comes together with an image—or five. The EDIT is a great tool for showcasing products, concepts, and how-go’s. Here are some EDIT’s created to showcase bling-around-the-collar BARKTORIALIST charms for pets and people.
Yes. It is an animal instinct. Get the message for your pet or for the human who is a heavy petter.
Hey. Many of us know the pet who can get a bit ramped up—and the person who needs to chill.
A nice option for the pup who digs in the trash, or for the person who wants to remember to eat clean.