INSPIRED: How Brilliant Brands Create A Sudden Urge to Act

A TweetSheet from #CMWorld Sydney!

I’m so glad you’re tweeting from #CMWorld Sydney!!

I know I move fast and sometimes it’s hard to keep up. That’s why I’ve created this handy-dandy list of tweetable stuff from today’s presentation! Feel free to use it as you see fit. This is what I call a Tweet Sheet!

Here are a couple of tips:

  • Edit anything you’d like as you’re Tweeting. Cut, copy, paste – even add a picture if you think it’s worth it!
  • You don’t have to Tweet all of this – only the stuff you think is really worthwhile.
  • You may want to add the Hashtag for today’s event to each Tweet. (I didn’t have time to add them for you.)
  • Have fun. I am.

Go ahead Tweet This

Before we get Started…

@TPLDrew is about to take the stage: INSPIRED! Brilliant storytellers create a sudden urge to act! Click To Tweet Want to keep up with @TPLDrew's @Prezi? Try his TweetSheet. #CMWorld Click To Tweet I'm waiting to learn the 4 Secrets to creating moments of inspiration with @TPLDrew #CMWorld Click To Tweet

Here we go…

We have a funnel problem! Did you know the sales funnel was first used in 1898 by St. Elmo Lewis? Click To Tweet A lot has changed since 1898. But the marketing funnel we use is pretty much the same. Click To Tweet

The New World View

Are you a Galileo or a Ptolemy? Embrace the new world view. Get closer to your customer's universe. Click To Tweet What if you got closer and closer to the center of your audience's online universe? Click To Tweet Google is the comfort food of search. It's the meatloaf, mashed potatoes, and peas of search. Click To Tweet

The New Consumer Journey

Check out @TPLDrew's revised marketing funnel - The Consumer Journey Click To Tweet If you want to own the consumer journey create moments of inspiration! Click To Tweet Moments of Inspiration = a moment in time that creates an irresistible urge to act! Click To Tweet We don't sell the drill or the drill bit. We sell the hole. - Chuck Williams on Moments of Inspiration Click To Tweet

From Story to Movement

@TPLDrew is talking about how @nirvan created a movement with @CainesArcade. Click To Tweet @CainesArcade is a fantastic short film! Watch it! Click To Tweet @Nirvan's film: @CainesArcade created a moment of inspiration that raised $170K in 10 days! Click To Tweet Want demonstrable ROI from your content? Focus on the MOI! (Moment of Inspiration.) Click To Tweet @CainesArcade has no call to action. Invites your audience to ask how they can help! Click To Tweet Gr8 stories don't need a call to action. They inspire the audience to ask how they can help! Click To Tweet @CainesArcade isn't a campaign. It's a commitment! Click To Tweet Moments of inspiration increase demand for the products/services u sell. Click To Tweet Want to sell more? Tell stories with moments of inspiration! Click To Tweet

How to you create Moments of Inspiration?

Create moments of inspiration. Think like a TV Producer. #ContentMarketing Click To Tweet Disney's Finding Nemo decimated the global population of clownfish! That's a moment of inspiration! Click To Tweet Nothing has fueled our culture of consumerism more than the #content brands we consume. Click To Tweet Great content inspires us to act. To buy something we didn't know we needed. Click To Tweet

Secret # 1: Build Suspense

Learning how @JoeTheJuicer inspired millions to start juicing for their health. Click To Tweet Have you seen Fat, Sick & Nearly Dead? It inspired millions to act! #ContentMarketing Click To Tweet Drama is anticipation mingled with uncertainty. - William Archer. Create drama. Click To Tweet Your moment of inspiration is directly tied to the suspense you build! Click To Tweet Ask yourself: R u creating suspense that leads to a moment of inspiration? Click To Tweet Check it out, @JoeTheJuicer is at it again. Fat, Sick & Nearly Dead 2 Click To Tweet Secret #1 to creating MOIs - Build Suspense. No drama. No story. Click To Tweet

Secret #2: Foster Aspiration

Secret 2 to creating MOIs: Foster Aspiration. Tap into what the audience wants to be! Click To Tweet Check out this genius content marketing - Book Video Club - Click To Tweet @BoardStudios is fostering aspiration with their audience. Gr8 example of Moments of Inspiration! Click To Tweet @BoardStudios You’re being featured right now by @TPLDrew. Love your Video Book Club. Click To Tweet What if you invited your audience to join a content club? What content makes them better? Click To Tweet The Blueprint by @Shoplocket is a great example of content that fosters aspirations. Click To Tweet The Blueprint makes an appointment with their audience every Wednesday. See their CTA? Click To Tweet The Blueprint is Fast Company meets Vice meets Inside the Actors studio for hardware designers.… Click To Tweet What if… We took three content brands our audience loves and made them our own? Foster Aspiration! Click To Tweet Is your moment of inspiration tied to the aspirations of your target audience? Click To Tweet Aspirational content inspires your audience to act. Click To Tweet Ask yourself: What does my audience aspire to do - or to be? Cr8 moments of inspiration! Click To Tweet

Secret #3: Drive Empathy

Secret 3 to Creating MOIs: Drive Empathy - understand and share the feelings of your audience (and your products.) Click To Tweet Learning how IBM's Watson on Jeopardy increased consulting interest for IBM. Click To Tweet Did you watch IBM's Watson beat 2 humans on Jeopardy? Who did you empathize with? Click To Tweet Cr8 a moment of inspiration by driving empathy. IBM helped us empathize with Watson! Click To Tweet IBM attributed a 20% growth in their analytics business to Watson on Jeopardy! Click To Tweet Have you seen the Nova special on IBM's Watson? Brilliant content. Click To Tweet What if I was emotionally invested in your product or service? Cr8 a moment of inspiration! Click To Tweet

Secret #4: Harness Emotion

Secret 4 to creating MOIs - Harness emotion! Get your audience emotionally involved in your content. Click To Tweet Reason leads to conclusions. Emotion leads to action. Harness emotion in your storytelling. Click To Tweet Emotion leads to action. Reason leads to conclusions. - Dr. Donald Calne Click To Tweet Dutch television show Avingerne increased demand for estate lawyers! MOI for B2B. Click To Tweet What if… you uncover the raw emotions attached to whatever you do? Harness emotions to drive action. Click To Tweet Ask yourself: What emotion inspires action as it relates to what ever you sell? Click To Tweet

Wrapping Up

Secrets to creating content that inspires: 1. Build Suspense. 2. Foster Aspiration. 3. Drive Empathy. 4. Harness Emotion Click To Tweet What if we told stories that inspired us to act? Cr8 moments of inspiration. Click To Tweet @TPLDrew just gave us access to 7 TV Secrets you can use to create killer #Content Click To Tweet #YouveBeenDrewed! Want to stay inspired by @TPLDrew? Inspiration over lunch: Click To Tweet

Thanks for following along with my TweetSheet!

I’m so glad you followed along with my Tweet Sheet. Please let me know if it’s helpful, distracting, or could be better in any way. I’ll be sure to check out your Tweets from today’s event and add yours to the list (make sure you leave your Twitter handle in the comments section!) Thanks again!

About The Author

Andrew Davis

Andrew Davis is a bleeding-edge marketing futurist and author for the publishing, entertainment, and consumer packaged-goods industries. His 20-year career has taken him from local television to The Today Show. He's worked for The Muppets in New York and marketed for tiny start-ups as well as Fortune 500 brands. For over a decade Andrew acted as the Chief Strategy Officer at Tippingpoint Labs, where he rallied his team to lead the charge to change the way publishers think and how brands market their products. Today, Andrew travels the world sharing his innovative ideas as a speaker, consultant and guest lecturer. Andrew's concepts help reshape the way you think, enabling you to navigate the overwhelming and sometimes confusing digital landscape.

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  • Great idea Andrew! I also caught this in the sidebar of April’s COO magazine. I’m going to pass this on to the other board members of the SF American Marketing Association chapter. Each of our event speakers should be doing this for our events.