By Lisa Shomo
February 25, 2019
Dr. Seuss Day is coming up on March 2. Could you create effective marketing copy by imposing limits on how you write—as Dr. Seuss did? Should you?
For his best-selling children’s book Green Eggs and Ham, Seuss set himself a strict limit of only 50 words. Considering that he successfully got an entire generation of kids learning to read and having fun doing it, his writing techniques are worth examining.
Using literary devices you wouldn’t normally use might hem in your writing ability—or completely unleash it.
Seuss not only used small amounts of simple words, but also explored repetition, alliteration, and rhyme, and he invented new words while crafting his stories. Kids couldn’t get enough.
As we celebrate Dr. Seuss Day, what can we learn from him?
1. Rhyming helps solidify memory
Why is it that you can remember marketing slogans from 5, 15, or even 35 years ago, but you can’t seem to remember anything on the shopping list you left at home? I wager that many, if not nearly all, those memorable slogans rhymed.
Rhyming is the literary device that most people associate with the works of Dr. Seuss. Rhyme turns out to be a powerful element that made his books both treasured and unforgettable.
Children—heck, even adults—are able to rattle off line after line of Seuss’s books. And that was his intention: getting kids to connect the words on the page with sounds they hear in their mind and say out loud. When words in a phrase or series of lines sound alike, it is much easier to connect the words together and to remember them.
By Emily Gaudette
January 16th, 2019
In December, New York Magazine dropped an atom bomb on digital media. And no, I don’t mean this story on Snapchat filters for dogs.
The day after Christmas, tech reporter Max Read analyzed and synthesized reports from the Justice Department, a New York Times report on follower factories, one of many lawsuits against Facebook, a list from MarketingLand, and takedowns of YouTube, Instagram influencers, and deepfakes, all to conclude that digital metrics are fake and overinflated. We’re all just soaked in a seven layer dip of made-up, falsified baloney.
According to the article, roughly half of traffic and engagement is fraudulent. As if that wasn’t damning enough, Reddit’s ex-CEO Ellen Pao shared the article on Twitter, adding, “It’s all true: Everything is fake.” For many of us who make a living analyzing web metrics, it was a confusing time. I stopped checking Twitter for a full week, sitting in my kitchen like Dr. Manhattan on the moon, asking myself why I didn’t just go to law school.
See full story: http://ow.ly/o1Cv30nmV0w
By Emily Gaudette
June 12th, 2018
Explaining the particulars of your business to someone who doesn’t work there is tricky. But it’s a necessary step if you want to develop effective content.
However, marketers don’t always take this step when working with freelancers. Maybe they don’t want to reveal proprietary data or think goals should stay private. Maybe they aren’t sure how to define their return on investment. Or perhaps, most likely, there are so many other things going on that they don’t even think to do it.
Whatever the reason, withholding information from your freelance talent can backfire in numerous ways. For starters, writers who don’t fundamentally understand their client’s mission won’t pitch as well. If they’re not aware of the criteria you’ll use to judge their work, then they won’t be able to edit themselves or anticipate feedback—both crucial freelance skills. And they’ll react disproportionally to small editorial changes because no one has ever bothered to show them the big picture.
Marketers and brand editors need to meet their contributors halfway, disclosing some basic information about voice, audience, distribution channels, and goals. Because everyone who creates content deserves to know its commercial purpose.
See Full Story: http://ow.ly/Fnso30kv7jM