Reframing the Conversation
April 23rd, 2008
It’s not about you.
Never has been. Never will be. So when you spend your advertising dollars talking about yourself, as it’s been well-established, you are having a one way conversation which you “control.”
In developing identities and movements, we’ve learned something that is a key to success – we have to reframe the conversation. We can’t build a brand around the company, product or service. When we reframe the conversation, we allow people to look at it in a completely different way.
Rage Against the Haze is not about not smoking - it’s about giving teens a place to have their voice heard. Fiskateers is not about scissors and paper – it’s about the beautiful things that crafters make and how they tell their stories using paper and scissors. Find Great People International is not about placement services, it’s about changing people’s and company’s lives by finding the right person for the right job. Charleston Parks Conservancy (yet to be launched) isn’t about the Charleston Parks, it’s about community, outdoors and those people’s love of what they can do in those public spaces. American Booksellers Association isn’t about buying books. It’s about a movement (yet to be launched) to celebrate the spirit of the independent bookstore, the people who work there and the people that choose local.
It’s reframing the conversation.
It’s turning the funnel on end and giving up on the “me” mentality. It’s now about “us.” We’re in this together. People want to be a part of something bigger than themselves and when you make it about them and how YOU can fit into THEIR lives – instead of the other way around – you reframe the conversation and give them a chance to own it.
Simple? Never. Effective? Absolutely.
Other posts by Spike.
Stu says:
Spike - Found the blog yesterday and read a lot of your stuff. I found it all to be really well written and insightful. Really enjoyed it.
Do you this idea of reframing the conversation is more relevant for certain targets or do you believe it’s relevant for all targets?
April 23rd, 2008 at 8:42 amBIG Kahuna says:
Well to play devils advocate this entire article is written from you about you. I’ll be glad when you stop talking about Fiskers and Rage and move on to new case studies. Sure, you’ve done well but brother, time to stop tooting your own horn and move on to some more interesting stuff.
I for one want to hear it! I say this with great love and affection.
April 23rd, 2008 at 12:02 pmSpike says:
Thanks, Stu. I appreciate it. I truly believe that it’s something at least all companies should at least explore.
Thanks for adding to the conversation and your very kind words.
April 23rd, 2008 at 12:24 pmMr. Steve says:
Mr. BG,
As my grandfather used to say, “you keep advocating for the devil, you’ll tick off a lot of angels”.
Just sayin’.
April 23rd, 2008 at 12:36 pmBIG Kahuna says:
Well I really do want to hear it (new stuff). It’s the truth. Spike’s a smart guy but Rage and Fiskars has been played out now. Keep us all interested, just sayin’. And when you write an article about not tooting your own horn you might not want to toot your own horn…food for thought.
April 23rd, 2008 at 1:29 pmEvan says:
Has someone at Brains been reading George Lakoff recently?
April 23rd, 2008 at 3:06 pmBill Gammell says:
Spike,
This is very timely for me. I am trying (desperately) to get this across to some in management. We’ve always gone heavy into the one-sided “conversation.” I think because it is not simple is the very reason why we have only dabbled in the “us.” I hope to start a movement!
April 24th, 2008 at 7:59 amKyle says:
Spike,
Thanks for the reminder of why I come back here everyday. Good job dude!
April 24th, 2008 at 10:55 amJenny says:
okay, nothing to do with this post, but thought you might be interested.
http://editorial.autos.msn.com/article.aspx?cp-documentid=435679
did someone not tell these people honda and acura are made by the same company??
April 25th, 2008 at 6:34 amjami says:
To your point the most important thing a salesperson in any industry can learn is that nobody cares about your toys or stuff or whatever, all they care about is what your toys or stuff or whatever does for them.
PS: Thanks for talking to me yesterday…appreciate your time and input!
April 25th, 2008 at 10:12 am