Greetings fine peoples of the Internets. Brevity is the key to this post. So here we go. Tracking stuff is good…no duh, right? Everyone knows that. The same way everyone knows oranges taste good (and yes, Ms. Benes, they’re delicious). It’s just a basic assumption. It’s what we do. We track things. Tracking stuff is important. No but seriously, tracking stuff is important.
It’s a simple idea. Nothing new. Pretty old concept actually. What was cool yesterday is not cool today. In the words of Don Cheadle’s character from Ocean’s 13, “You don’t run the same gag twice, you run the next gag”. True, there are the rare lasting exceptions that will forever be cool (i.e. Neil Young and Converse All Stars) as well as the odd pariahs that refuse to die (internet cats apparently have 9 lives), but those are certainly the exception – not the rule. The rule is that content is king for consumers. Regardless of your campaign, your medium, your audience, or your service/product, you must constantly be in the mode of creating to avoid stagnation and message fatigue. So, with that in mind I’d like to introduce you to the newest member of our CreditRepair.com YouTube channel: The Credit Repair “Holiday Credit” video – featuring our very own Russell Jensen…and his moustache.
I am a huge TED.com fan. I love what they do. I love the speakers they invite. I loved when JJ Abrams came on and attempted to explain the basic structure of a polypeptide. But, more than anything, I love WHY TED does what they do; and the reason is simple: “Ideas Worth Spreading”. I share that belief, and I watched an amazing talk recently that reminded me why great ideas are worth spreading. I had seen this talk several times before, but this last time I watched from the perspective of a marketer, specifically a TV and radio advertiser, and something changed for me. The presenter of this particular talk, Simon Sinek, proposes that we are not inspired so much by “what” or “how” organizations and people do things, but instead, WHY organizations and people do things.
Our culture is inundated with art of all different forms for both commercial and entertainment use. Most of us love talking about movies, bands, artists, photographers, animators, commercials, etc. So let’s talk. Some of the creative work happening right now is incredibly well crafted and polished. And some is clumsily manufactured; sloppily relying on gimmicks and base appeal. Regardless of the quality and caliber of the art, we sift through masses of creative work daily. And while our discussions frequently revolve around the personal likes and dislikes of that finished work, rarely do we discuss how that work was made or the effort and skill required produce it. What lens was used in a particular shot from our favorite movie? What chord progression was used in a song we love? How did an art director arrive at a particular design? As marketers, we frequently use commercial art to strike up a conversation with our customers about our own work. Consequently, it is critical that we develop and utilize our own creative process, because without the right creative work to initiate those conversations, we might as well talk to the mirror.