Make Your Content Pack a Punch
Align to the 5 stages of awareness and plan for R.O.I.
We know Bruce Lee for his insane martial arts skills and inspirational quotes that instantly flood butterflies in our stomachs. But a recent discovery shows that he was also a marketing genius.
“Absorb what is useful, reject what is useless, add what is specifically your own.”
That’s deep. It’s also what content strategy and personal branding are all about. Planning the delivery of useful and usable content while adding your own spin to it.
During my first job out of college, I worked with an advertising legend. He was literally on set for campaigns like the Marlboro Cowboy and Gatorade’s “Like Mike”. One of his parting gifts to me was a framework I use to this day. It’s called R.O.I., and it stands for relevance, originality, and impact.
Find your audience when and where they’re ready.
Anyone named Eugene is probably worth listening to.
Eugene is so close to eugenics, you can’t help but wonder if designer babies were involved. Either way, we should all study a little bit of Eugene Schwartz. He wrote the book Breakthrough Advertising, in which he posited that there were 5 stages of awareness in any buying journey:
