🍱 Netflix Means Good Stories; Thought Leadership Tips and Tricks; Listen to Learn

OK Ladies (and gents and all folks) let's get in formation

Hello and welcome back to The Marketing Kable, where I'm taking you along on my journey to discover ideas, voices and campaigns that can inspire us.

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something to watch

Netflix and chill. Well, umm, no, not really - we're here to be inspired.

Publicis Italy made this video for Netflix back in 2022, where they remind us that even regular old Plain Jane moments can suddenly turn into compelling beginnings if we have the vision to see it. And when you hear that unmistakable "Tudum" sound (the sound that plays at the start of every Netflix show or movie), it's a signal that a captivating story is about to begin. 

Here's why I thought this was particularly clever:

• The sound of success: There's nothing like being able to turn your brand into a "household name", which Netflix succeeded at. Through this campaign, they've sealed the deal by incorporating their signature sound into potent moments in the everyday lives of real people: a sound that means "a good story is about to start". By reiterating this connection between the brand and the guarantee of quality content, they strengthen their position as a go-to option in the viewers' minds. 

• Putting cliches to good use: There's no verbal dialogue, and yet it's not difficult to understand what exactly is going on. The moments depicted are commonplace, cliched even - a public telephone ringing by itself, lights going out during a thunderstorm - common tropes found in many stories across cultures and geographies. Used differently, it may have fallen flat. But in this context, they act as phrases from a universal language - the audience immediately gets what the video is trying to say. 

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something to read

Thought leadership, anyone? Both 'thought' and 'leadership' are heavily loaded terms, but from the number of brands and managers and entrepreneurs claiming to be "thought leaders", you'd think it's the equivalent of typing the answer to 'What's on your mind?' on Facebook.

Michael Brenner (founder of the Marketing Insider group), in an article from DM News, has some advice to offer. He talks about thought leadership for what it is - a powerful marketing strategy that can help you demonstrate your mastery in a particular field, differentiate yourself from competitors, and boost your brand's reputation.

But hold on; there's a catch! Simply claiming to be a thought leader won't cut it. To make a real impact, your thought leadership content needs to provide genuine value to your audience. Here are three key lessons I took away from his piece: 

Lesson 1: Authenticity is the secret sauce

Your audience will only engage with your content if they feel that you're being genuine and transparent. So, don't use thought leadership as a tool for self-promotion. Instead, aim to provide ideas and insights that genuinely benefit your industry.

Lesson 2: Be determined, humble, and customer-centric

To be perceived as a thought leader, you need to invest time in researching and presenting information that helps your audience understand the topic. Share comprehensive information that's not just about you but that benefits your audience.

Lesson 3: Be informative, not just theoretical.

Thought leadership involves deep analysis, research, and understanding of the subject matter. Make sure you're basing your content on real-world examples and facts, not just self-proclaimed knowledge or theory (you don't want to organise a snooze fest).

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something to listen to

Lend me your ears...  Hearing is easy. Listening is hard.

Before you start to wonder why I sound like an Instagram caption under a teenager's morose black and white selfie, let me explain.

On 'The Gray Area', a podcast by Vox, host Sean Illing talks to Kate Murphy about listening as a skill. Murphy wrote an entire book about listening, so we better sit up and.. listen. 

Firstly, as I said, listening is more than just hearing. You've got to pay attention to the speaker, pick up on the little details, and ask the right questions to get to know them better. As marketers, active listening is the key to understanding the needs and wants of your target audience. It's like in that movie "A Quiet Place" where you've got to pay attention to the slightest sounds to survive.

Secondly, small talk isn't always a waste of time! Sure, it can seem perfunctory and boring, but if you approach it the right way, it can be an opportunity to get to know someone better. Asking open-ended questions about their interests, hobbies, or experiences can lead to meaningful conversations and reveal more about their personality, values, and lifestyle. You never know which random piece of information or idea might come in hand, whether to help create a buyer persona or write some effective copy. 

Lastly, to be an effective listener, you need to suspend judgment and be present in the moment (I should probably print that one out and stick it on my wall). This means fully absorbing what the speaker is saying before responding, making eye contact, and not letting distractions, assumptions or nervousness get in the way. This is not easy, but once you get the hang of it, it's a real asset. 

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