Fight the Killer Phrases
"You feel a little jittery," says Paul Williams in a post at the Daily Fix blog. "Is it the presentation? Or the pot of coffee you drank this morning while rehearsing? You gather your laptop and index cards and head to the conference room."
In his hypothetical scenario, your team has gathered to hear your ideas for the summer of 2010. And everything seems to be going smoothly until you pause for questions. First, someone says, "You know, we tried an idea similar to this in '98 and it didn't work." Then someone else chimes in with: "Do you think this is a good idea in this economy?" Even allies add their skeptical voices to the conversation.
According to Williams, you've just become the victim of idea killers, or "[k]illjoys armed with their favorite invisible weapon—killer phrases." To combat them, he argues, you must be prepared for their attack. And that means understanding the "Five Stages of Idea Acceptance" outlined by Chic Thompson in What a Great Idea! 2.0:
- It is irrelevant to this situation.
- It's relevant, but it's unproven.
- It's proven, but it's dangerous.
- It's safe, but it's not saleable.
- It'll sell, what a great idea!
Prepare for killer phrases by understanding each barrier you must overcome. "You can have four of the five locks open," says Williams in a nifty bit of Marketing Inspiration, "but the door won't open until all five are unlatched."
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