Monthly Archive: January 2013

Let’s Frame, Unframe and Reframe Narrative As A Collective Experience

Given the strength of Oregon’s creative and tech industries, there’s an opportunity for Oregonians to be at the forefront of emerging media, transmedia storytelling, in particular.

That’s the word from Vince Porter, Executive Director of Oregon Governor’s Office of Film and Television. He believes the two industries can find new ways to work together, using emerging technology to advance old-as-the-hills narrative.

To help facilitate this massive creative and economic opportunity, Porter worked with Rick Turoczy at Portland Incubator Experiment and Intel Labs to host a day-long session last May with 16 different creative professionals from gaming, the arts, communications and academia.

Coming from the storyteller’s side of this equation, I can see how it is critical to understand how consumers are using technology (and how they want to use it) to not just hear “the story,” but to participate in it. That’s the promise of transmedia storytelling — that the story will be enriched and grown by readers in new ways, thereby becoming more personal and important to a select, but highly-engaged audience.

Related Content from AdPulp: Brand Narratives Will Benefit from Transmedia Storytelling

[UPDATE] Hat tip to Springwise.com for pointing to a wonderful new example of technology and narrative coming together. The Silent History, created by Ying Horowitz & Quinn, presents readers with short excerpts downloaded to their iPad or iPhone each week day and offers additional content when they travel to specific real-world locations.

Five Calls To Action Guaranteed To Convince And Convert

Calls to action at the end of each blog post. Now, that’s the ticket. The path to marketing communications glory. I keep reading about it, so it must be true.

In fact, just yesterday in Social Media Today another expert I’ve not yet heard of shared this pearl:

Add a call-to-action button to the bottom of your blog post, complete with a link to the landing page for your offer. Informational offers, such as ebooks, whitepapers and webinars, function well, since prospects reading your blog are likely to be interested in receiving more free information from you. Making strategic choices about CTAs, offers and landing pages can greatly improve lead generation and conversion.

The writer then fails to add a call to action to the end of her post. Coffee is for closers.

I refuse to make the same mistake, so I will end this post with not one, but five, excellent calls to action, that will help me optimize this evergreen content and convert lukewarm contacts into piping hot leads.

Five Superior Calls To Action (For Prospective Bonehook Clients and Partners)

    5) Please tell me how your product or service offering is unique. Or how your particular skills will positively impact our ability to build compelling modern brands.

    4) Call me at 503-970-3862 when you want to play disc golf (I have an extra set of discs–driver, fairway and putter).

    3) You buy the coffee, I’ll buy the beer.

    2) Forget about the advertising of old and open your mind to the vastness of brand experience.

    1) Commit to a budget, expedited workflow process and to taking well calculated risks.

There. That’s better.

By the way, did you see what I did there? I went from totally sarcastic to totally helpful and back again, all on the turn of a dime. That’s what you get when you let a copywriter loose in the blog house.

Five Good Intentions, And The Daily Practice To See Them Through

Happy 2013. It’s the new year and a good time to check in on progress made in 2012 and where things are heading in 2013. I find it healthy to do this on a personal level, in concert with quarterly benchmarking, but we need to do this kind of self-assessment as business owners and managers too.

Deborah Shane, writing in Small Business Trends, helps frame the thinking with seven great questions:

  • Am I in my sweet spot?
  • How well is everything really working?
  • Are my relationships mutually beneficial?
  • How can I improve my time management and organization?
  • How can I improve my brand, marketing and networking?
  • What am I really proud of right now?
  • What are five intentions you have for the coming year?

Regarding this last point, Shane believes, “intentions are the fluid, envisioning what we want to happen in our lives. Resolutions, to me, are too rigid.” I like intentions too, but will add that good intentions are never enough, one must follow through on them for them to mean anything.

I have some personal intentions at the top of my list right now, like the intention to garden and eat more vegetable-based meals in 2013. I also intend to fish, hunt and forage for food.

When it comes to work, I intend to develop better relationships with clients and partners by being more present. I also intend to be more organized with monthly calls, clear objectives, status reports and new ideas.

Additionally, I intend to produce a self-promo campaign to run in local business papers and/or trade pubs. The larger strategy here is to pursue clients in meaningful local industries like wine, beer, hospitality, tourism and manufacturing.

Lastly, I intend to write an operations manual for Bonehook that can also serve as a customer-facing booklet. I’m envisioning A Field Guide to Building Your Brand and Growing Your Business in a pocket-sized form. The plan is to write it by April 30th, edit over the summer and have it available in by fall.