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You want your work to pop in a world that is overrun with logos, taglines, viral videos and blogs. Each play focuses on a different story but they have a similar flavor to them, one people associate with the Neil Simon brand.īeing a little eccentric isn’t just about content marketing, it’s about comprehensive brand development. Playwrights like Neil Simon have their own brand of humor. “Never underestimate the stimulation of eccentricity.” If you just replay the core concept over and over, things stagnate and your brand is no longer memorable. If you produce a blog or video that is just like the competitions, well, the viewer will connect what you made with someone else. When playwrights go to the theater are they there to steal ideas? Hopefully not, most likely they go for the inspiration.Īs content marketing professionals, you might look around at other campaigns to see what works and what doesn’t but your job is to be creative. Being unique is the essence of making an impression but it is far from simple whether you are writing words for a play or blog. If you want it to be memorable and engaging, it has to be different. You can’t fool an audience with repetition. “My plays aren’t stylistically the same.” According to Adweek, Got Milk? Is one of the most remembered taglines in history for beverages. Once the California Milk Processor Board understood that they had everyone’s attention with their Got Milk project, they monetized on it. Humor is memorable and just as importantly, when something’s funny, people want to talk about it.Īsk around and see who remembers the Got Milk Campaign? Chances are most people will have at least story about a favorite celebrity with a milk mustache or the funny commercial like the one of the Trix rabbit sneaking cereal into his apartment only to find out he has no milk. Once you know who your audience is the next step is to find a way to get them invested in the brand or product. Suzanne Collins is known more for her dramatic fight scenes more than creating comedy but she has the right idea. “You have the same demands…keeping your audience invested in the story.” What do moms love more than toast?Ĭontent marketing requires you to write a story using this information to entice mom to buy the toaster.
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Knowing your audience is also about understanding what kind of story will appeal to them. You need to know that if you want to sell those toast making machines. Five-year-old kids don’t buy toasters, any more than they do Broadway theater tickets, but their moms do. Marketing agencies spend considerable time and energy analyzing the demographics associated with a brand or product in order to understand the audience. You could argue that market research is the heart of successful content creation. He knew his audience, so he wrote a play designed to appeal to that demographic - adults looking to laugh at some of the ironies of life. “The playwright also splits himself into two other minds: the mind of the writer and the mind of the audience.”ĭavid Mamet didn’t write Glengarry Glen Ross to appeal to five-year-olds. The question is how do these two worlds mesh? The content marketer’s job is to grab the attention of an audience and hold it, so, clearly, there are a few things you could learn from the comedy playwright. The comedic playwright has a rare talent, but, then, so does the content marketer. By combining drama and humor, he was able to tell stories that were tragic yet laugh out loud funny at the same time. Even classic playwrights like William Shakespeare understood that dramatic irony was what kept his audiences coming back again and again. If you accept the premise that all the marketing world is a stage, then it shouldn’t be much of a leap for you to see the role humor and innovation plays in it.