Published November 8, 2011
inspiring thoughts , Marketing
Tags: advertising, brand strategy, classics, communications proposition, creativity, Dave Trott, engagement, fresh perspectives, Marketing, planning, simplicity, strategy, Talks
Dave Trott is a true master of common sense: he has a knack of explaining things you (thought you) already knew, in ways that help you understand them in a totally new light.
I learned so much from this talk he gave a while back at the APG that I feel compelled to share the whole thing here.
It’s an hour or more long, but make time to watch it all – sit down with a drink and give it your full attention.
And take notes – I guarantee you’ll want to refer back to things. I took so many notes, I ran out of space in my notebook.
Take it away Dave.
Part 8 [there doesn't appear to be a part 7]
Thanks very much to Gwen for introducing me to this great talk
I’ve never met anyone that doesn’t enjoy a good magic show.
Just like comedy, it’s one of those things that seems to work every time.
But magic is special; it inspires a level of engagement that’s unmatched by other kinds of entertainment.
Much of this is doubtless because great magicians are also great showpeople, but a key element is that people always want to know how the magic is performed.
They want to know the secrets behind the tricks.
Of course, once the secret is revealed, the trick loses all its power – mystery and intrigue are central to magic’s magic.
So, while transparency and openness are vital parts of building trust, make sure it’s only of the ‘sleeves rolled up’ variety.
If you want to keep people interested over the longer term, you need to keep the real magic a secret.
Thanks to The Next Web for the video