Yay, progress! :) And by all means, I packed a lot of value into them for anyone interested in branding, hope you enjoy! That is a great title, I'm a huge fan of hooks & headlines, thanks for sharing. (It also sounds related to the book 'Made To Stick' by the Heath Brothers.) What would such a post be about specifically? 🙏
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Sophistication is knowing the difference between two points so it is a mind set. With every action their is an equal and opposing action. I’m curious about what your thoughts are around the differences between putting your efforts into getting people to click as opposed to stick.
In my mind anyways... there seems to be two different approaches to marketing. I hadn’t thought about it until we talked however... does that mean that you can do both? Yes! I think so... but we all have limited time to think about how we are going to market our posts intrinsically or extrinsically.
My goal is to get things to stick... so that people come back to the other relatable posts... the problem is... first they have got to click. But once they do... anytime people see the branding it’s going to create familiarity, excitement, and hopefully a decent dose of curiosity!
I think about it like this... we are inundated with information and content that’s all competing for our attention. Some of marketing is therefore mindshare. Exposure to branding eventually creates trust and it also sticks. Those people then become your number 1 word of mouth reps and then the idea spreads. At first there’s only a thin whisper of smoke... but with enough time it can catch and spread naturally.
Consistent force over a long period of time can compound out into amazing results! It’s all about being patient and persistent.
So that’s the idea behind #The #CometWeek White Paper. Then I’ll put the actual #CometWeek post together (hopefully today!) with the intent of getting people to click. This is where a little push marketing and the 2,000 Hive might help as fuel on the fire.
The White Paper might be considered the tinder or kindling. (it’s effort I’m going to light on fire... lol!)
So yeah... we need the clicks to spark the flame... but there has still got to be something sticky. Substance. For things to catch.
I’m not sure if your reading me or not... and I hope this all makes sense...
But that’s what I’m thinking with the difference between stick and click marketing approaches. 😅
Ah, I understand what you're getting at more now, thank you for explaining!
My thoughts are that they're like the 'arms' and 'legs' of content-creation/marketing/audience-building.
Both must be used correctly and fairly often.
You could have the 'stickiest' content ever, but if it's not clickable, all your work is for nothing, since everyone will scroll past.
You could have irresisitably 'clickable' content, but if people don't find enough value once they've clicked through, they aren't coming back, and you may even get a bad reputation.
So... both are absolutely essential for any form of sustainable growth in any social project.
I've taught classes, seminars, and personally advised major CEOs on their branding efforts, and I agree about consistency and compounding. Extremely powerful. That said I've had clients who were consistent AF, but their brand was unpolished and weakly executed, so their consistency didn't amount to much. As I said above, both approaches are essential to successful brand-building, neither can be ignored or neglected.
Here's the Ryze Brand Guidelines PDF, for example: https://www.dropbox.com/s/770xn00vszdevk6/Ryze_Brand_Guidelines_2021.pdf?dl=0
It ensures consistency yes, but it also ensures quality, appeal, impressiveness as well. To occupy mindshare in others generally requires first CAPTURING attention (step 1), and then HOLDING attention (step 2), then compounding both over time.
Sounds like you're on the right track, your fire analogy is great. Well said.
To summarize again, both click and stick are absolutely vital arms & legs of any social project.
Wishing you massive success with yours and helping however I'm able. 🙏
P.S. I’m curious Jay! Your mind works magic on saying the right thing at the right time. Did you thinkUP any other hooks or would it be better to keep the kindling basic? (Burning Man reference! Hahaha!)
Thanks Wil, I appreciate it!
I'm a fountain of good hooks, (I literally have an Instagram account dedicated to it: @goodhookz
I noticed 'Quick Guide' could use some work, so I offered some ideas. I'm happy to offer more in the same way, but first I'd need to be fed the 'original title' or content that you'd like ryze-ified, just as we did with the 'Quick Guide' title. For example, if someone wanted a better hook for their 'About' page, I'd say, don't call it about, call it:
"10 Things You Wish You Knew About #CometWeek" or "Raise Your Chances At 2000 Hive By Reading About CometWeek!"
So... Once I have something to work off of, I'll provide more hook ideas. Does that make sense? 🙏