People continually ask how Micro-Scripts– the telling of a compelling story in about a sentence or less–fit in with the social media revolution? The answer is simple and if you’re a marketer, is ignored at your company’s peril.
Micro-Scripts don’t replace social media or any media. They’re not media. They are the message. The media is the pipe. Social media is an empty pipe when it comes to marketing– without a message about the difference you stand for that’s singular, unique and important. A crystal clear notion of what sets you apart. Social media, Internet chatter and Youtube video views count as talk traffic. But a million page views can add up to not one extra sale, without a difference I can remember that’s a reason to buy. Finding and expressing that difference every day is the marketer’s and a CEO’s number 1 responsibility. Otherwise, like my boss at Ted Bates once said:” You can put a dancing bear in a pink tutu on the roof of your house, and the whole town will come out to watch. But no one is going to buy your house.”
A selling idea is and has always been the only idea whose time has come in the world of marketing. When you have one, social media can definitely help it get there faster.