So What? Raising the Barr Weekly Memo: Issue No. 75

So what question – handwriting on a napkin with a cup of espresso coffee

This week’s reflection point: I just completed two creative days in my studio working with one of my dear clients. The focus was on creating the strategy and messaging to strengthen his thought leadership and increase his speaking and consulting business. We decided to create brand new powerful content and a documentary and speaking videos. The kind of documentary video that makes his clients fall in love with him and want to hire him.

As we were crafting the message and content, it occurred to me that the simple benchmark I use in order to determine the quality and provocativeness of the content is to simply ask myself two questions. Is my immediate reaction to the content?

1. “So what?” meaning I have heard this message before and it is mediocre at best.
2. “I’ve never thought about it this way” or “this is great stuff!”

How would you rank your content?

This week’s tip: When creating your next piece of content make sure it is powerful and provocative so your audience does not react with “so what?”

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