Have you ever had “Blank Sheet Syndrome?” That’s the not-so-rare disease many people face when it comes time to create new public relations and social media content that advances their business goals. In an environment where we are told repeatedly that superior thought leadership is necessary for survival, “writer’s block” could even cost you your job.
The good news? Your good ideas are lurking in your subconscious, you just need to identify the right
triggers to wake them up.
Most people start, logically enough, by identifying and describing the main categories of your business, including details that feel “humdrum.” In the infographic below, that’s the “Old School” approach that should yield some food for thought. You can take the “Old School” queries even further by conducting a roundtable where you ask colleagues or clients to compare notes on how they would answer those questions.
But…you’ll be a better content marketer and storyteller if you ask the “New School” version of those questions:
What questions help you overcome Blank Sheet Syndrome and create great marketing ideas?
To reach Elizabeth:
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Email: elizabeth@blisspr.com
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09/23/2010 at 10:52 AM Permalink
Elizabeth,
If there is a common thread to your new questions, I think it’s specificity. You force the client to drill down and extract meaningful instances of goals, challenges, competition, etc.
I am going through that now with a client because we need to show precisely how he can help and what he has accomplished that proves his ability to help. It’s hard, but well worth it.
09/28/2010 at 4:41 PM Permalink
Hi Newt,
What a pleasure to see your comment. I’ve long admired your content marketing insights and pragmatic approach. I think you raise a very good point regarding specifics. A good storyteller/communicator knows that you pull people in with rich detail. Cinderella comes down, in the end, to the “glass slipper.”
Your client will be the better for going through this exercise with you. In similar situations, I’ve found it can be helpful for clients to benchmark/break down their content vs. the “stories” of others. It can produce an ah-ha moment when you see how the details can swirl together into a meaningful narrative.
Looking forward to sharing more with you in the future!
Elizabeth