Going Viral

Isn't it strange how language changes over time?

Words that have meant the same thing for hundreds of years suddenly take on a whole new meaning.

Don't believe me?

Try 'viral'.

It used to describe the way illnesses were spread.

Then it was applied to the way trends are disseminated.

Now it's a synonym for 'short film'.

I was talking with a new client yesterday, who commented that it's almost impossible to tell when something is going to 'go viral'.

He told me that something created incidentally reached millions, whereas something they'd spent loads of time and effort on, barely made it across the road.

But ideas have always worked like that.

Think of all the huge campaigns that never took off.

And then think of the crazy frogs, Russian meerkats and potato-loving Martians that captured our imagination.

Viral content doesn't try to please everyone.
It's aimed very specifically at a certain audience.

They discover it, love it and share it.

The new campaign for British thriller ‘The Disappearance of Alice Creed’ understands this.

They ran a facebook competition to select a town for the film’s premiere.

Figuring that university students were the movie’s natural audience, they let the social utility do all the heavy lifting.

There’s no need to send your message around the world.

As long as it's real, right and relevant, your message will travel as far and wide as it needs to.

Simples.

The Power Of Ideas

As someone who spends a lot of time talking, it’s great to be able to end the conversation.

Not because I don’t enjoy the conversations themselves

As I’ve said before, you can’t ever succeed in sales unless you genuinely love people.

But each time one conversation closes, it means that I’m freed up to start another one.

And the best time to stop talking?

When there’s nothing more to say.

That’s for me is the point at which we reveal our big idea.

Big idea.

Great idea.

Lead idea.

Killer idea.

Call it what you like, it’s the eureka moment where nothing else needs explaining.

It’s the exclamation mark that ends the sentence.

The team gets it.

The client gets it.

And everyone’s happy.

Which is why I love working with an ideas-led agency.

Work here is done, onto the next challenge

Spot The Difference.

There are two types of agencies.

Those that win and those that don’t.

Now, presuming that they have a fairly equitable distribution of talent, what separates them?

I think it’s the willingness to do what needs to be done.

Education expert Frank Banks once said

“If you really want to do something, you'll find a way.

If you don't, you'll find an excuse."

If your heart’s not in it, you’ll never win.

It’s always easy to spot the people who derail your chances.

They’ve got a million and one reasons not to try.

The funny thing is, they use up far more energy protesting than they would just getting the job done.

Another Lessons To Be Learned

Something else came out of the ‘leaders’ debate’.
The need to be yourself.
Your REAL self.
Brown, Cameron and Clegg all seemed to spend too much energy on projecting an image of themselves.
Problem is, you could see how much effort they were putting into their performances.
So they ended up feeling completely false.
No-one is that easy to fool.
Try to show just how relaxed or confident you are and no-one’s going to believe you.
You are always transparent… even when you’re trying not to be.
Audiences are an intuitive bunch.
They can feel the truth.
They can sense authenticity.
And they know when it isn’t present.
Projecting a pretence will only push people away.
Show some fear, express some doubts, share your hunger.
That’s your real self.
It’s the version of you that has a genuine passion for helping other people
(or a product or service)
And it makes whatever you’re selling feel like a far more compelling proposition.

Kissing Babies

Did you see the “Leaders Debate” on TV last night?

What did you think?

Horrible wasn’t it

It was a pitch and for all you “pitchers” out there, there are lessons to be learned

After the action one of the news shows, collected a bunch of disenfranchised undecided youth voters and canvassed their opinions.

Whilst they were willing to be swayed by the personalities of the leaders taking part in the televised debate, they still had some reservations.

One young woman said she was concerned that the manifestos are just hollow promises.

She told the presenter that she felt the politicians would say anything to win the vote.

She’s had a point.

I’m sure you know by now that I’m a big advocate of keeping promises.

I also believe in transparency and honesty.

From a sales perspective, you have to give yourself the best opportunity win the job in the first place.

That comes from being a real person, someone to be trusted, fun to work with competent and honest

The fine details of the idea, project can always be worked out later in collaboration with the client.

First you need to inspire

If the politicians took a similar approach, perhaps they’d be a little more believable.