On holidays last week, we visited a little toy shop in a small country town in Victoria and I was so surprised by the lack of interest and engagement we received that I started drafting this article about the blogging mindset.
After a robotic and neutral “hello”, the lady behind the counter stayed put with her head buried in a novel, while a family with two kids excitedly scurried about her shop looking for treasures.
We might have caught the shop assistant on a bad day but it got me wondering about all the lost marketing potential that was simply gushing through that store and down the drain.
Turn play time into marketing time, with a blogging mindset
As I reflected on the bored assistant, I looked at the shelves of toys and my blogging mindset brain started going crazy.
Just imagine what marketing potential could be unleashed if this lady spent 5-30 minutes each day during her “dead time”, to photograph one figurine or toy or game and either base a blog post about it, or share it with a thoughtful caption on social media.
The foundation of content marketing rests on this insight (it is my mantra), uttered by one of Oscar Wilde’s characters, “there is only one thing worse than being talked about, and that is NOT being talked about.”
If you find yourself or your staff being “gifted” with some “dead time”, turn that loss into an investment in story.
Take a product or service or a usage occasion for one of your products and services and draft a simple blog post that explores why you might choose that over any alternatives, how you might get best value from it or why too many people never understand the value of it and suffer the consequences.
This is the blogging mindset.
Take an event, like a visit to an empty toy shop in a tiny town, and turn it into some content that helps your audience understand the way you think and the way you can be of value to them.
Unburying the bones of content lost
Back to our toy store.
Imagine the “fun” you could have, crafting a story about the St Bernard, pictured above.
- Given this toy shop was near the snow of Victoria, there would surely be stories about the life-saving work the St Bernard dog does in snowfields around the world; could this tweak someone’s interest in perhaps buying the toy?
- Look at how sad the eyes look. Are there stories there? Couldn’t that toy shop lady tease out some pondering about how nurturing and warming for the soul it would be to have that St Bernard toy snuggled in next to you or someone you know who is feeling down or unwell at the moment?
That is just one toy. She had thousands in her store.
Please, don’t accept the lack of customers or orders as the blanket of doom, summon your inner St Bernard to unbury your bones of creativity and fun and start weaving stories that make your products and services relevant to your customers, and the people who influence them.
And what a great problem it will be, when you start becoming sought after again and your time for blogging and content marketing falls victim to busyness.
But that story is for another day.