Syracuse Web Designers

David Meerman Scott, the author of “The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition” has a message.

For decades, companies with products or services to sell have relied on buying expensive TV, Radio or Print advertising.  They tried to get TV or radio interviews (news or otherwise) and generally begged for coverage. We interrupted “prospects” with our “messages,” in the hopes of generating interest from buyers (who usually ignored us anyway).

Now comes Web 2.0.  The web, in it’s current incarnation, has profoundly changed the rules of marketing. Smart marketers now communicate with buyers through Content Rich Web sites, blogs, YouTube videos, online press releases, and other online media that buyers (and traditional media) actually want to consume.

In this short video, David Meerman Scott talks about how to leverage the potential that Web-based communication offers.

Last night I was, as usual, wandering through some of the more labyrinthine corners of the web, and stumbled on this review of Star Wars: Episode I, The Phantom Menace. The review is spiked with naughty language, and will no doubt offend anyone who just spent $2,000 for a stormtrooper costume. But it raises an interesting point.

The reviewer asked some “average folks” to describe the personalities (vs. the costumes, jobs or appearances)  of several Star Wars characters, starting with the originals like Han Solo. Respondents had no problem offering summations such as “dashing,” “bad-boy,” “ladies’ man” etc. When asked, however, to describe Queen Amidala, of prequel fame, the most vivid description offered was “she’s Natalie Portman,”—certainly an accurate assessment. Otherwise, however, there was no “there” there, as others used terms such as “normal” and “monotone” to describe the curiously coifed Queen. They didn’t do much better with Qui-Gon Jinn (who?).

I admit I’m not a Star Wars fan, but I did enjoy the first trilogy. On reflection, what I liked about it was the characters. They were real enough to be identified with, exhibiting human characteristics and emotions. As Mr. Lucas racked up more episodes in his “epic,” and his original actors aged out of their roles, this connection was lost to the blandness of obfuscatory costuming and overwrought action. Where was the human connection? Gone, evidently, the way of the Death Star. Pretty sad that, ultimately, Anthony Daniels became an emotional anchor simply by merit of outlasting the other cast members. Functioning as comic relief as he did, that doesn’t offer much to tie your boat to.

Now that I’ve offended the True Believers, I must return to the original point of this post. Communication is about connection, whether it’s about on the web, in print, capturing the essense of your product with creative commercial photography, or actually face-to-face and in person.  Unless you’re operating on a different social plane, that means connecting with other human beings. How to do this?  By offering something human that can be connected with. Business is built, after all, on relationships. Veer too far into alien lands and eventually viewers’ minds will turn to more important things, such as whether the snow blower will start when they get home.

And don’t get me started on Jar-Jar Binks.