I recently was watching, for the first time, Mad Men, which is a show with stories about a 1960's ad agency and the characters who work there. The central character, Don Draper, is fascinating. His money account is in Big Tobacco (and there's is a lot of literal and figurative smoke in these stories!). In the show's pilot episode, the government started releasing reports about cigarette smoking being bad for your health, and Don was pressured to come up with the right slogan in this new market ecology for his client. Despite his best tries at talking to customers, brainstorming with co-workers, hearing the research, and drinking for inspiration, he couldn't find the right words. When the clients decided to walk out on their meeting, Don finally came up with the slogan "It's Toasted;" everyone thought he was brilliant and he saved the day. He later said, "Fear stimulates my imagination."
If some of you operate like Don, and fear stimulates you, I'm presenting you with a list of what could happen when you don't provide your target audience with content that connects. In no particular order, if you don't concentrate your content toward what your target is wanting, these are some possible scenarios.
This isn't an exhaustive list, certainly, but if I missed anything really important, email me.
Dori "Story" Gilbert is Chief Storycologist; passionate about professionals, their journey, and their ability to direct a career story they love.