I’m not much of a complainer. Honestly I hate complaining. And I hate using the word hate ironically…. But like the “f” word, sometimes you need to use it every now and then like an Allen wrench.
And then I thought, what do I complain about?
Traffic? No.
The escalating cost of gas? No.
Politics? Oh, hellz no!
And then I thought about Star Wars… I’ve been watching The Book of Boba Fett on Disney+. It’s descent. It’s no where near as good as the Mandalorian though. The Book of Boba Fett falls flat. The characters aren’t that interesting or lovable. It’s like watching an old jaded married couple do their taxes.
I realized what I complain about the most is a lack of creativity. The Book of Boba Fett isn’t horrible it’s just not as fresh and seemingly as thought out as the other Star Wars shows. But this happens all the time…
Pixar showed Disney in the beginning how to make great kid 3D movies. Yet Disney pumped out mediocre film after mediocre film for years until they finally got the hang of it.
Marvel did it too starting with Iron Man. Yet DC Comics didn’t make a great movie till Wonder Woman. And then Wonder Woman 1984 happened so apparently DC still didn’t learn their lesson yet. Though, I do give them full credit for the Batman films…
The same is true with your marketing. I’ve seen way too many people get WAY too carried away with ‘swipe and deploy’. Yes, we all have to start somewhere but the key is not getting lazy. If you don’t exercise your creativity it WILL get flabby.
One of the godfathers of Internet marketing is Ken McCarthy. He said a lack of creativity is the number one thing he sees missing from great ad copy. And I agree.
So… When you dig around for ideas and you find something you want to model, focus as best you can on swipe-and-deploying ‘the structure’. Then be creative as hell with everything else. What do I mean by this?
I listened to a program and learned The Lion King was based on the structure of William Shakespeare’s Hamlet. Didn’t see that one coming, eh? Well, neither did I. How creative of them!
If the writers of CSI can reuse the same framework and turn out cop shows like New York city churns out rats. You can do the same thing.
Find a structure or framework that works. And then, put your stank on it!
To the end of boring ad copy, emails, and blog posts,
Adam