Hello!
This is likely to be a short post, because the answer is so obvious that I probably don’t even need to say it, but get on good old “Flakebook” (Facebook) and you will find people asking:
“How can I be authentic?”
What?
Are you (expletive deleted) kidding me?!
OK…deep breath, I will stop there before I explode into a verbally violent rant.
(Sorry to those wanting…maybe next time.)
Alright, back to it then…
Question: Wide or deep?
Answer: Deep.
…silence…
Oh, an explanation.
Right.
Example:
You have two slices of bread.
One slice has a layer of peanut butter thinly spread, but it reaches all the corners and covers the entire slice. However, the truth is it will fall short of satisfying, and the “real” gaps will reveal themselves. In business, this can come in the form of customer or client objections.
This my friends is “wide”.
The other slice has a thick coat of peanut butter. That thick and heavy covering “naturally” covers the slice to all corners, and yet, still manages to maintain a thick quality covering. So filling and satisfying. I’m smiling just thinking about chomp down time on that slice of bread covered in peanut butter.
This is of course “deep”.
In business, an objections or other issues will easily be thwarted or managed by this effort, knowledge, or even product or service.
So, how does one achieve this?
Diligent Time + Sound Effort = Deep
In other words, do your homework.
Let’s say you are doing a handful of case studies to fulfill a quota.
Fine.
But don’t produce “soggy cookie” quality, just because it is quota filler. Do the homework, if your “snaggle-gooked” for time, outsource to a copywriter (No sorry, not a pitch for my services). Look:
1. Do the deep dive.
2. Interview the experts.
3. Record the conversation.
4. Have your key questions ready to keep the interview on target, this will pay off BIG TIME later when you transcribe (or have it transcribed), so that it is already in an orderly fashion and can be divided into sections much easier, and then flushed out into the standard 2-4 page case study. Yeah okay, or more if required. A case study on a new to market piece of tech or software might be a good reason for this.
Might be.
Remember that.
Again, bottom line, do the work.
That’s deep.
Stay awesome,
Mac
Mac's Copywriting/Marketing Blog 