Bacon is AWESOME
I say BACON and you perk up. I know this because the two most shared things are: #1 Kittens, #2 Bacon (Why? I don't know?). The only thing more powerful is a kitten eating bacon (or a kitten made out of bacon) Bacon… You can see it, you can smell it cooking, you can hear it sizzling, and you can remember breakfast or late night haunts with your friends at a Denny's or Big Boy's. Somehow, someway, it's a super food. It's not healthy (or maybe it is), it's not universal (vegetarians untie <- misspelled on purpose), but it's one of the most respected breakfast foods ever (read more – you want to click this link)! The word, the smell, and the sound has a universal attraction.
Squirrel? Yes you have these things that ding, blip, vibrate and even scream at you (that's my text tone). They are asking you for your attention. If you are like me, somehow you have been signed up for emails you have absolutely no desire to get. I get phone calls form India trying to get me to purchase SEO, web services and everything I sell (HELLO – RESEARCH). AND don't get me started on LinkedIn connections or bogus Facebook accounts wanting to join my groups. How much time is WASTED on bogus stuff inundating YOU from the internet? We are all under attack from every which way people can hope to garner our attention. Now I have to ask you a question? Why would you want to jump on the noise Super Highway?
Laws of Attraction vs the Laws of Distraction
Inbound marketing is fairly simple, you create content that draws people into your message (like the smell of bacon) first and drive them to a destination (the restaurant). Part one is the attraction, part two is the distraction. Getting people to read your messages is easy when you flood them in social media or email marketing. Getting them to act, click, or buy is a whole other story. Your attraction has to have some kind of payoff to make the distraction convert to a transaction. What is your super power to convert distraction to attraction?
Convert Distraction to Attraction
To flip the bacon and get noticed, you have to make some conscious decisions about your content and messages. Are you talking to the world or various audiences? Are you taking the time to craft your bacon or just broadcasting grease? If you have a message worth reading, is there a payoff or something in return for their attention? Here are some thoughts:
Start Smelling, Stop Selling
Bacon is not a universal language. There are various brands, textures, and even cooking methods. At one of the networking groups I go to, people order bacon crispy. They do that by putting a weight on the bacon and cooking it flat. Stop trying to make one message fit all, but try to segment your audiences and try to make your bacon different for each one of them. Ask them how they want it and cook to order!
I was in the camp of putting the whole pound of bacon in the pan and just taking what comes out. My wife on the other hand, puts them in the pan 4 strips at a time and cooks them slowly (hence why I am not allowed in the kitchen other than to clean up). She understands that each strip of bacon demands attention, just like your various audiences need different attention. Take time to get to know your audiences and feed them what they want, the way they want it.
Add Some Sizzle
If you ate bacon every day for a year, you may never eat bacon again for the rest of your life (OK… maybe not for a month)! You need to mix it up. Add some water chestnuts, or maybe some Canadian bacon (perish the thought) or chewy one day and crispy the next. Seriously, you have to create some kind of variety and payoff for your audience. If people only talk about themselves and what they do, it becomes old fast. What's the reason people would want to come back and read it again or continue to WANT to receive your messages? Give your audience some real and actionable takeaways, and they will come back for more!
I mentioned bacon brands earlier, and if you visit the grocery store, you will find dozens of brands begging for shelf space. I suggest you be come organic bacon, something that is new, natural, and home grown. I have had the opportunity to eat it and it is AWESOME and DIFFERENT! Don't just copy what's hot and try to ride the latest trend. Be different, original, and inspirational for your audience. They will thank you with likes, reposts and interaction! For more delicious Social media Bacon recipes, I suggest this book.
I would love to hear you bacon tips, recipes, and content marketing stories… comment away!