I read something recently that went a little like this: The only people required to read about your brand are your life partners, and half of them duck out on us. The rest of your audience is voluntary.
It would be generous to categorize our readers and viewers as unenthusiastic—hostile is probably more accurate. As content creators, it is our responsibility to create work that engages and interests our audience. It's just not an option for us to be banal. Too often we are creating work that the marketing team adores and the target ignores.
How do we make the engagement worth our target's time? How do we get them and keep them interested?
Here are two quick tips:
Tip #1. Create original ideas that are executed beautifully. It's imperative we stretch beyond the obvious. What are you doing to add to bring new life into your customer's day? What are you doing to make your customer feel something, to stir them up in some way? This doesn't happen with cut and paste jobs. This is truly a function of original thinking and flawless execution. It's possible to have a great idea that misses because of poor execution. And you can produce something beautiful based on a bad idea which will also go nowhere. It's tough to get both to mesh up, but worth it to you and your customer.
Tip #2. If you don't have the confidence to execute tip #1, hire somebody who can. There are many technicians of this trade capable of coming up with breakthrough ideas who can produce them in a ways that demand attention. Look at their portfolio. If it wakes you up in some way, you're onto something. You have to literally feel it. If you don't, neither will your customer.
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