In this episode of Bullhorns and Bullseyes, Tom Nixon and Curtis Hays geek out (in the way that only true geeks dare!) on three powerful marketing models that shape how they plan campaigns, create content, and measure success.
If you’ve ever wondered why some campaigns flop while others convert like magic, this episode is your masterclass in doing it the Bullhorns and Bullseyes way—from the top of the funnel to the flip at the end.
That is the art of effective communication.
What I learned in sixth grade holds true today. If you’re using your marketing content and messaging to TELL people why they should engage with you, nobody will relate.
But if you SHOW them—through storytelling, testimonial, metaphorical allusions, emotional connection—your story will resonate. And be remembered.
Allow me to show you how…
If I told you my life story, would you care?
What if I asked you tell me your life story?
Eugene M. Schwartz’s The Brilliance Breakthrough: How to Talk and Write So That People Will Never Forget You should be (and often is) considered to be the “bible” of effective copywriting and storytelling. One of the many tenets Schwartz embraces is the notion of making the reader (or the customer) the hero of the story you’re trying to tell.
Too often, we put the capes on our own backs. And that’s where the writing falls short.
Adrian Lurssen tells the story of when he went to see Nelson Mandela deliver an address in his home country of South Africa. He still draws upon the experience today, but in the most unusual context.
As Adrian has recounted this tale to Jay Harrington and me on an episode of The Thought Leadership Project podcast, he likens this notion of a praise singer to how we considers thought leadership content to work on behalf of the expert that shares it.
See how…
One of my all-time favorite movies was Terry Gilliam’s The Fisher King, staring Robin Williams, Jeff Bridges and Mercedes Ruehl. The movie’s key lesson — as told through a parable — is one that I think applies to much more than just life and love. The parable of The Fisher King and the movie from which it is taken provide a useful allegory for effective messaging, positioning and branding.
In a key moment in the movie, Robin Williams’s character tells the story to Jeff Bridges’s character:
In this episode of Bullhorns and Bullseyes, Tom Nixon and Curtis Hays geek out (in the way that only true geeks dare!) on three powerful marketing models that shape how they plan campaigns, create content, and measure success.
If you’ve ever wondered why some campaigns flop while others convert like magic, this episode is your masterclass in doing it the Bullhorns and Bullseyes way—from the top of the funnel to the flip at the end.
Tight and concise. Shorter sentences. Less is more. Limited attention spans, and all of that.
Yet movies keep getting longer. Three-hour stage plays have become the norm. People will binge their favorite TV programs for hours on end in single sittings.
We don't crave short. We demand great.
Here’s how you get to great…
— Me. I wrote that.
By this, I mean to say: Too many fall into the trap of expecting their marketing copy to convince an audience to buy from them, based on features and not on outcomes. The website messaging pitches the features…without connecting to benefits. The brochure brags about speed. Storage capacity. A variety of colors and finishes.
What if none of that matters to the prospective client or customer? What if, instead, the prospect cares first and foremost about their own pain, challenges or aspirations? Rule of thumb: If you’re leading with product features in your marketing copy, you’re talking right bast the client or customer.
That is the art of effective communication.
What I learned in sixth grade holds true today. If you’re using your marketing content and messaging to TELL people why they should engage with you, nobody will relate.
But if you SHOW them—through storytelling, testimonial, metaphorical allusions, emotional connection—your story will resonate. And be remembered.
Allow me to show you how…
If I told you my life story, would you care?
What if I asked you tell me your life story?
Eugene M. Schwartz’s The Brilliance Breakthrough: How to Talk and Write So That People Will Never Forget You should be (and often is) considered to be the “bible” of effective copywriting and storytelling. One of the many tenets Schwartz embraces is the notion of making the reader (or the customer) the hero of the story you’re trying to tell.
Too often, we put the capes on our own backs. And that’s where the writing falls short.
