The “Great Blog Posts” is a segment where I share a blog post that got my attention, add it to my swipe file, and discuss what the author did well.
Though my marketing spider-senses usually guard me against being swept away by scarcity, I couldn’t resist clicking a link entitled “read this post while you still can“! Drats … I thought I had grown out of that. From there it’s difficult to resist the storytelling of Amy C Teeple (a San Diego web consultant). Not that you should resist …
In the post, Teeple ties together beer, Christmas, and marketing ‘like it ain’t no thang’. I can’t believe I just said that.
On the blog they also have a solid post on the marketing principle of scarcity, in case you aren’t familiar with it.
Here’s what the author (Amy C. Teeple) does well
She wrote a great headline and told a story. Yes, that’s the big takeaway. I know what you might be thinking. You’ve heard that before and maybe you’re even tired of hearing about how you’re supposed to tell a story. (That’s kind of what I was thinking anyway).
In the copywriting world we have been told to write stories ad nauseam in recent years. I don’t know if it was in part because of Seth Godin’s book All Marketers are
Liars (Storytellers) or simply because telling stories works. It’s probably just because it works, but that’s a matter that’s better settled over a beer one night between two copywriters, after they’ve discussed the merits of long form vs. short form.
The undeniable fact is that marketing needs to intrigue us. Or we ignore it. That’s not a new realization, by any means. However, it’s one of those things that is easy to understand and difficult to execute. That’s part of why marketers have swipe files. It is always worthwhile to pay attention to what others are doing well. If nothing else this gives us an example to emulate.
Does she tell too much story?
If you read her post, it may have crossed your mind that she is telling too much story. That’s possible, but I don’t think so. The story is what makes it all memorable, and helps it all make sense. And if what you’ve written doesn’t make sense and is not remembered, then what is the point?
Whether we are always aware of it or not, we are constantly being encouraged to care about companies and their marketing messages. Most of the time, with the exception of marketing geeks like myself, people don’t bother to pay attention to what marketing is doing and what ‘it’ expects them to do.
Some stories are not worth being told. Others never engage us and can actually make you seem selfish and out of touch with your audience. Dare I ask, are there stories you tell (or hear), in business or in life, that in your loneliest honesty people really could care less about?