Do the unthinkable - Jay Acunzo of Unthinkable Media
Sep 4, 2023
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Discover the importance of creating a compelling premise and earning trust through a multi-move approach to marketing. Explore the barriers creative individuals face in expressing their ideas and the importance of trusting oneself. Highlight the need for a strong premise in content marketing and delivering nuanced content. Analyze and provide feedback on a document's lack of personality and clear point of view. Discuss the pitfalls of jargon and the power of synthesizing information and conveying emotions through storytelling.
A compelling podcast premise requires both a clear topic and a distinct approach or angle that sets it apart from others.
Prioritizing resonance over reach is crucial in effective content marketing, as creating a deep connection with the audience drives results.
Trusting oneself and overcoming internal barriers like imposter syndrome and self-doubt are essential for creative professionals' growth and progress.
Deep dives
The Importance of Developing a Strong Premise
The development process for podcasts and docu series relies heavily on getting the premise correct. Brands often lack a strong premise, which affects their planning, strategy, production choices, and promotion. Many marketers focus solely on the topic of their show, without a unique hook or angle. Being the first to talk about a topic is not enough, as others can easily replicate it. A compelling premise requires both a clear topic and a distinct approach or angle that sets it apart from others.
The Significance of Resonance over Reach
A key aspect of effective content marketing is prioritizing resonance over reach. Resonance refers to creating a deep connection with the audience, building trust and inspiring action. While many marketers focus on awareness and reaching a larger audience, it is affinity and trust that drives results. Rather than just following best practices, content creators should focus on what their intuition urges them to try. The goal is to create meaningful work that truly resonates with both the creator and the audience.
Trusting Yourself and Overcoming Friction
Trusting oneself is the primary challenge faced by many creative professionals and in-house marketers. Internal barriers, such as imposter syndrome and self-doubt, often hinder progress and confidence. Overcoming these barriers requires open communication, collaboration, and persuasion with superiors or bosses. Creatives need to propose their ideas openly and honestly, highlighting the potential positive impact and aligning their proposals with organizational goals. Building trust and proving oneself comes with time and effort, but taking the first step and attempting to implement new ideas is crucial for growth and progress.
Improving the Flow and Structure of Podcast Episodes
The podcast episode discusses the importance of establishing a clear flow and structure in podcast episodes. It emphasizes the need for a consistent episode structure that guides the content and ensures key points and beats are covered. The hosts also explore the difference between a local and a guide in storytelling, highlighting the significance of embodying a subject versus providing an analytical perspective. The process of researching potential subjects and structuring the episode is explained, along with the importance of asking unexpected questions to uncover unique stories and insights. The episode also touches on the post-production phase and the similarities between podcasting and scripted dramas in terms of structuring the content.
Improving the Effectiveness and Engagement of Written Content
The podcast episode delves into the art of effective storytelling in written content. It critiques a sample article that lacks a strong point of view and personality, focusing on overgeneralizations and jargon. The episode highlights the importance of anchoring the story, aligning with the audience's shared goals, and capturing their attention from the beginning. It suggests revisiting the flow and structure of the content to create an opening that resonates with readers and keeps them engaged. Additionally, the episode emphasizes the significance of inspiring action and providing real-life examples or stories to demonstrate the transformation that can be achieved. The episode concludes by encouraging content creators to lead with their beliefs and convey a clear message to their audience.
