Jun 28, 2011

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!

Arguing

28 Jun 2011 15:50:00 | Branding, Marketing

1 Comment

Spring Hill tn lake homes

Awesome! Who can think of tension as a positive thing? :) If we think of it, negative thoughts flow into our minds. But using its positive sides can definitely help businesses. This is a great post!

Posted by: Spring Hill tn lake homes | Oct 13, 2011 at 12:50 PM

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The Context of Social Media Social media is like all the arts...the words you write are not the experience. Just like the music, notes, art are a vehicle of emotion.....and it is the audience that takes that emotional message and relates to their life...so it is with social media. The reader, the listener creates the context. This is even more so now people digest the blog, the podcast, the tweet in different places because of the rise of mobiles and tablets. When you think about it this is subtly different from the past. The context was either a shop, your internet site etc For me the lessons for marketing and business can be drawn from the arts Concentrate on what is your passion, passion travels to any destination. Practice, practice and practice your skills - your notes are the words, your music is your story Context is created by being able to relate....what are the most relatable concepts...stories. Create stories around your service. Surprise. With so many words coming at people...yours need to stand out. That can be done by provoking people to think about their life in different ways.
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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.

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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