Tom Edison, Asshole

The strong reviews of the new "exclusive" biography of Steve Jobs by Walter Isaacson have spurred me to buy a copy.

In reading them—as well as the hundreds of other tributes and op-eds that have appeared since Jobs' recent demise—I'm struck by the countless times he's been called an "asshole."

Jobs applied the label to himself, so maybe there's cause.

But I'm troubled by the fact that so many people are willing to go "on the record" this way.

Did critics of Thomas Edison so readily toss around the same harsh language in his day?

Fabula Interruptus

Okay, I admit it.

I'm helplessly hooked on The Walking Dead.

If there's one storytelling technique the series' producers have mastered, it's the cliffhanger.

Why are cliffhangers so seductive?

The Zeigarnik Effect.

Russian psychologist Bluma Zeigarnik in the late 1920s discovered that people are twice as likely to remember something that's been interrupted.

So if you want to seduce people with your storytelling, leave a few untied ends.

Your audience will naturally remember—and crave—more.

And if you really want your audience to pay close attention to your message, there are four other things you should do.

To be continued...

Are You a Challenger?

I've been following with interest a series of blog posts by Matthew Dixon and Brent Adamson, authors of the forthcoming book The Challenger Sale.

They make a compelling case in favor of a "type" of salesperson they call the "Challenger."

The Challenger is a "teacher," a naturally studious individual who likes to question the status quo.

"Challengers use their deep understanding of their customers' business to push their thinking and take control of the sales conversation," they write. "They're not afraid to share even potentially controversial views and are assertive—with both their customers and bosses."

Dixon and Adamson contrast the Challenger to the "Relationship Builder," who labors to create strong personal ties to customers and "resolve tensions in the commercial relationship."

Measured by results, Challengers are 13 times more effective than their relationship-loving counterparts.

The bottom line: Challengers, si; Relationship Builders, no.

"There's only one way to be a star," Dixon and Adamson write.  You gotta be a Challenger.

"Challengers win by pushing customers to think differently, using insight to create constructive tension in the sale. Relationship Builders, on the other hand, focus on relieving tension by giving in to the customer's every demand."

Their argument makes sense to me.

What doesn't is the shrillness of most readers' comments.

If the backlash Dixon and Adamson receive is representative, then, clearly, most salespeople like to please. They don't like to challenge.

How about you?

The Importance of Good Copy

How important is good copy to the overall success of a campaign?

I was asked that question in a recent interview with Gordon Nary, editor of AboutFace, published by Trade Show Exhibitors Association.

My answer: good copy is the only way to rise above the sea of competitors and their parity products.

You can read the full interview here.

Just Conversing Won't Convert

On B2C, Web marketer Chad Pollitt busts a Twitter myth in "The Uncomfortable Truth about Social Media Marketing."

Twitter is no "magic pill” and "will probably fizzle out over time" unless integrated into more robust social media marketing efforts, Pollitt writes.

That's because, at its core, Twitter is just another way to push out content.

And as marketers know, success isn't bred by pushing out content.

Success is bred by creating excitement.

Excitement, and only excitement, "determines whether or not someone converts or is compelled to take action," Pollitt says.

Do your Tweets solve customers' problems? Do they entertain customers? Or do they just try to promote online conversations?

If the latter, they won't help you. They're just not exciting enough.

To excite customers, your social media program needs to deliver useful, entertaining and original content through blog posts, video, audio, photos, graphics, white papers, e-books, guides, case studies and Webinars.

"High quality content," Pollitt says, "provides the best chance to capture leads, gain new customers, and grow revenue."

To assure that your content converts leads, you need to supplement it with other Web platforms, including your Website, blog and landing pages.