Here’s a marketing tip that’s 77 years old, way older than me – SCN Encourager
And it’s crazy how relevant it still is.
Robert Collier was born in 1885 and died in 1950.
He was a unique character in our history – as unique characters go – and he wrote a number of books, including “The Robert Collier Letterbook” in 1937.
Aside from my ongoing campaign to increase respect and appreciation for old guys in general, I bring up the memory of Robert Collier today because so many modern marketing experts are now referring to his insights big time.
So, the odds are good that you’ll hear his name again soon.
Even if it’s just me carelessly re-emailing this exact same Encourager to you next week due to memory loss, worries over my daughters’ upcoming weddings, or more likely, the stress that comes along with the Tigers making it into the playoffs.
I like how Collier defined success.
“Success is the sum of small efforts, repeated day in and day out.”
I don’t know of a school in 2014 where this quote would be out of place.
In keeping with our present drive for better two-way communication, content marketing, and expanded community engagement, Collier also had advice that hits the bullseye.
He wrote that the best communicators are consistently able to craft messages that deftly “join the conversation that is already taking place in the minds of their intended readers.”
Of course, this applies to more than just readers now.
It also applies to viewers, listeners, surfers, and choosers.
But nevertheless, Collier said that it’s not all that difficult for us to predict what’s rattling around inside the heads of every intended audience.
We just need to be mindful of our shared hopes, fears, joys, and stresses.
Collier wasn’t all pie in the sky.
He had a practical side.
He recommended that we can plot out a plan for “joining the conversation” by staying aware of prevailing events and moods and also using a calendar to build upon traditional events & seasons.
I think my three daughters have taught me a thing or two about “prevailing moods” over the years.
And I don’t mean theirs.
I mean mine!
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