Jun 29, 2011

Why silence is more important than ever

Facebook, twitter, blogging...gosh so much information by social media! So what can we offer that sparks engagement?

Silence. It is a scarce resource nowadays.

Think of the great orators of our time....the pauses between words were often more powerful then the words themselves.

So how can we pause to create a stronger engagement?

  • We can listen more than create.
  • We can tell part of the story and let the readers, audience etc finish the story in their own context.
  • We can provide ideas rather than solutions, questions rather than answers...and then allow others to find their own truth.
  • We can stop occasionally and take a breath.....and renew.

We can all offer noise but today what about thinking how we can offer silence for others to engage with our thoughts.

 

29 Jun 2011 15:45:00 | Branding

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The Power of Tension Tension is created in our minds between who we are and what we want to be, between what we fear and what we hope for... Tension is a wonderful selling tool. Think of the last wonderful novel you read, it had a tension built in to create an inherent drama and pique your interest. Brands need to consider how tension can be used as an engagement tool. We all want to know what happens next....so With social media can you pique interest by creating an ongoing story narrative? Can you show you understand the tension in your customers and how you can help resolve that tension? Can you create a tension, which creates a need, which creates the desire for your product? Can you balance in your messages two contradicting emotions - fear with hope, sad with happy etc Tension is something that we all live with - so lets use this resource for the good of our brands rather letting it destroy our creativity!
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Don't be generic, be interesting! Do we look for something interesting each day? I know that sounds silly but life can be generic and what we offer can be generic. This can be as relevant for brands and for leaders. Brands offer what people expect them to, leaders read the business books and follow the standard steps. For me generic is boring - generic should form the basis of your thinking but then you need to look deeper and make the offer, make your ideas 'interesting'. By personalising to your brand values, by showing an individualised brand personality you bring colour to an often grey marketing world. That means chipping away the generic elements and using the generic concept and design your own personalised, individual characteristics. How often do you imagine a day in the life of your consumers, how often do you watch consumers and how they live their lives.....how often do you ask how interesting the offers are to you? Because if you feel they are generic then your consumers also will! Keep chipping away at the generic elements to create an engaging brand

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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