Breakthrough

You don’t have to tell, to explain, to convince, to persuade.

You just have to listen, understand, and play back.

That’s copywriting.

Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the heart of millions of people, and focus those already existing desires onto a particular product.

Eugene Schwartz, Breakthrough Advertising (1966)

P.S.: Thanks Katelyn Bourgoin for sharing this in the first place.

Anger and social media

It turns out anger spreads faster than joy, because it does not need strong ties – and most of our relationships are weak, particularly nowadays and particularly on social media.

If you share something negative or enraging, it gets picked up more likely by people who don’t know you or are mere acquaintances. While if you share something positive or joyful, it most likely will stop at your closest ties.

The idea that something liked, shared, commented, viewed is good is fundamentally faulted. We need to change that before we can actually look at the future of social media.

Record and write

Record your thoughts. On video, audio only, no matter the equipment.

Write your thoughts. On a journal, a notepad, no matter how clearly.

Recording and writing your thoughts is a sure way to free space in your mind, to clarify your ideas, and to improve your skills when it comes to elaborate complex concepts.

Play with it. Do short form, long form, free form, scripted form. Try different things, repeat and confirm, change your mind, enjoy yourself.

And find the courage to hit publish, sooner rather than later.

P.S.: Perfect is an excuse.

PP.S.: Tools are also an excuse.

Cautionary tales

This one here from The New York Times is a cautionary tale.

It’s about never trusting the glamour and sparkles you see on social media. Even when they seem to be selfless and well-intended.

And it’s also a tale about not confusing the object with the subject. Just because the latter is rotten, doesn’t mean the former is as well. That is to say, it is still possible to pay a fair wage to your employees, build a good company, and not be a total asshole.

This other one from The Guardian is also a cautionary tale.

It’s about the inevitability of being caught at fault when you are a public figure. It’s about the fascination of newspapers of any kind and size for stories which are not stories. It’s about the need to accept that the better you are at what you do, the more others will try to take you down with frivolous items, leveraging both the inevitability and the fascination described above.

And it’s also a tale about letting all this wash over you and continue on your path.

More than

Customer service is more than answering customers’ questions and complaints.

A community of users is more than setting up a forum where they can communicate with each other.

Customer focus is more than interviewing your customers on a regular basis.

Customer experience is more than asking customers how likely they are to recommend your brand.

And yet, that’s where most companies stop.