Slinging Delight. For me that phrase conjures up images of an old diner, where they used to sling burgers etc. Slinging Delight — it’s like slinging beans and hash, but in an advertising/e-commerce way. And it generates a lot more results. A lot more.
In fact, Slinging Delight is the Willy Wonka Golden Ticket to creating any kind of commercial communication. Or to rephrase the words of the guru of gurus (yet again, sorry Howard Gossage wherever you are) — “People don’t read advertising, people read what interests them and sometimes it’s an ad.”
Even if something is: depressing (much public service work), boring (much business to business work), or dumb (much package goods work) — you better find THE DELIGHT in it. So, sugar coated corn flakes get a giant tiger who roars, “They’re Greeeeaaaatttt!!!” Delight. A computer goes from being beige to bright white (or even rainbow colors) and says “Think Different.” Delight.
Delight doesn’t mess around. You know it when you feel it. You know it when you create it. And, if you’re trying to connect people with stuff they aren’t really looking for IT IS THE ONLY GLUE THAT WILL MAKE THEM PAY ATTENTION.
Think about it. Feel about it.
And start slinging some delight yourself. (Can you refill my coffee while you’re at it?)
I noticed an ad the other day for a radical remaking of “The Lone Ranger.” Of course, in Hollywood, there is nothing new over the sun, and the wild masks and inevitable insane music track should make this “interesting,” but what I’m really happy about is that the term, “Silver Bullet” will come back into common parlance. I hope. Because even though we don’t use it so much, we certainly believe in it — the one, magic, powerful shot that cures it all. Which brings me to the future of Internet advertising — or, actually, all advertising.
Because Oreo’s — humble, lowly, unscrew ’em and eat ’em Oreo’s — are showing us a possible way forward. Someone over at the Twitter Switch over at Oreo is doing something very right. We all know about how they Tweeted IMMEDIATELY during the Super Bowl Blackout. The most brilliant Super Bowl ad wasn’t an ad, and didn’t cost a dime. Then, last week, they got into a Twitter Tussle with Twix (that has a ring to it…) You can Google it, but trust me — it’s all reacting AT THE MOMENT. That makes particularly good use of the IMMEDIATE and CHEAPO CHEAPO attributes of web media, and the web experience.
A couple of pieces of the unraveling puzzle? I think so.
A guy from somewhere in the outback of Australia was rabbiting on with a cynical American from somewhere outside of Cleveland about French movies from the 1930’s and I was stuck in traffic, rain pounding on the car, going nowhere fast. I pushed a button and I was in the middle of a conversation between three ex-philosophy grad students, talking about stupid TV shows and Schopenhauer — one of the guys was in Boston, one in Austin, and one in Madison Wisconsin.
I wasn’t listening to the radio — AM, FM, Satellite. I wasn’t listening to any CD’s. I wasn’t listening to my Mp3’s. I was listening to this guy from Australia drone on about his renovation and Pepe le Moko and I wasn’t even thinking about how this miracle of technology was making this all possible. I wasn’t thinking about how a series of “ons” and “offs” in a little piece of silicon was allowing this voice from another place and another time to displace everything I knew in Chicago.
And that’s how it works. The scientists invent the machine. But the scrappy, make-it-up-as-you-go-along amateurs create the art — the flow — the glue that gets people listening.
Gutenberg invented the printing press. But people like Chaucer and Shakespeare and the 1515 version of “Gone With The Wind” and “Tarzan” had people using it.
In short, personality is interesting. Smart fresh thoughts are interesting. Using the medium in the way that it should be used, because it FEELS right, is interesting.
And there’s some really interesting things happening in the zero cost world of podcasting defining the future.
Are you listening?
I had a technology related kerfuffle last week and lost an entire post to this blog. Some of you got to see it, my comparing Churchill’s speech to what it takes to make a website score big. But most of you missed it. Because, well, because of technical difficulties. That post just got eaten, plain and simple. Yes, WordPress did get back to me with an e-mail from customer support — and I tried what they said, and all that was left of my Churchillian post was a couple of shreds.
Which led me to thinking — as much as we think we’ve got this Internet thing down, we are still in the dark ages. Remember when TV’s sometimes used to have coat hangers draped in tin foil sticking out of them in an vain effort to grab a fuzzy image of Johnny Carson? In many ways, our technology is in the same place. Too many passwords. Or not enough. Dropped calls. Apps v. sites. Streaming v. writing. And consider the government trying to collect tax from cloud-based retailers? What’s that going to do?
Subscribe? Free? Open platform? Closed? Steal? Borrow? On-the-go or on-the-couch? Just remember, we are all still making it up as we go along.
And pass me the tin foil.
(p.s. — perhaps someday I’ll recreate the Churchill post — how very analog of me!!!)
To make a website that works, make sure it’s a robot. I don’t mean one of those Robby the Robot type things, though that would be pretty cool. I mean a machine that does cool stuff for your users that they can’t get anywhere else. And to make that even more challenging, that cool stuff needs to be defined in a super-simple, super-clear way. Consider (and try and link the game-changing website/app to the robot…)
* Get every book in the world.
* Get every song in the world.
* Book every flight in the world — for whatever price you want, cheapest to most expensive.
* Get every cool art movie in the world.
* Get the exact recipe you want.
* Get tons of cool information on anything you want instantly from anywhere.
And so on. The promise is big. It’s simple. It does a ton of heavy lifting for you you wouldn’t otherwise be able to do, unless you happen to be the President and he probably couldn’t have gotten all that stuff either.
So, make sure your site or app is a robot. And it doesn’t even have to make funny sounds like “bleep blip Zweep…”