Being interesting isn’t all it’s cracked up to be – boring sells funnier.
If you’re familiar with Kevin Beresford’s crushingly dull yet brilliantly obsessive top-selling books and calendars about British roundabouts, or the AA’s ‘Britain’s Best Car Parks’ (Red, with Kevin Beresford), then you’ll probably already know that boring can sell.
Though watching paint dry hasn’t made the front cover of a national yet (fancy a challenge?), a contest for a ‘Fence of the year’ as scooped a full page in today’s Sun (see attached). And with a quote, key messages and a call to action (email address/web link) included, it’s a PR coup from heaven for the small price of a hellishly cringe-inducing headline.
It doesn’t look like the PR team pitched the story as ‘boring’ though – the client quote is too sober and suggests the brand hasn’t quite embrace its inner dullard. So it’s probably just a ‘happy’ accident.
Yet, you can often design this stuff – by being knowingly pedantic. Or at least using a little self-deprecating honesty.
Writer Joe Moran has been celebrating the everyday for years – why not check his blog out for inspiration on how to find fascination in the run of the mill.
How you sell boring to a client is another matter entirely. But if you can convince your client to man-hug the mundane, you might well captivate their target audience with a dull topic in a flashy red top just like the Fence Competition brand did.
By Scot Devine
Filed under: marketing, PR, public relations, scot devine, work | Leave a Comment
Tags: boring, PR, PR tropes, public relations, scot devine, tabloid, the sun
The Blitz had bulldog Winston Churchill, and 7/11 New York had the willful Mayor Giuliani, and London post-riots has…well who does it have?
As I changed my son’s nappy after we woke up this morning, London was bloodied, looted and smouldering. Shockingly, our Prime Minister was yet to make an appearance, our mayor was still on holiday, our police chiefs (COBRA) hadn’t met yet, and the ruined, terrified city looked naked and leaderless. My three month old merely looked naked and innocent, but strangely as likely as anyone to lead the city’s recovery at that point.
Then something wonderful happened. Whilst the politicians wrung their hands in the shadows, no one person emerged to rally us. So we all decided to do it ourselves.
Heroes emerged from the ruins, both individuals and entire communities. And it looks like they, not David Cameron or Boris Johnson, who’ll help fix London.
Here are some of the ones who have inspired me over the last sad, scary and uncertain 24 hours. There are countless more – if you would like to suggest them, I’d love to hear about them. Hell, we could all use a little pepping up with positive stories right now.
8. The people of London. What’s more beautiful than the sight of hundreds of brooms held aloft to clean up riot zones? The fact that it’s ordinary Londoners volunteering to clean up their neigbourhoods. Sometime after midnight (I think…hazy memory), someone suggested on Twitter to clean-up the mess. With the country’s leaders well and truly at sea (or just sunbathing by it), normal people just stepped up to the plate to help straighten London out. It’s awesome and shows that together we can regain control.
And what of tonight? What do we do? How do we stand up to the inevitable onslaught? How do we cope with the aftermath?
Filed under: Around London, Uncategorized | 2 Comments
Tags: heroes, heroism, London, londonriots
Must-read stuff – Ofcom’s 2010 communcations market report.
The UK and Spain lead the way on digital TV take-up (91 per cent of homes)The UK had the second highest number of homes with pay TV DVRs (such as Sky+ and V+) at the end of 2009 with 7.8 million devices, up by 40 per cent on 2008.Although the UK leads the world in the take-up of HD ready TV sets (59 per cent of households), take-up of HDTV services is lower than in other countries where more high definition channels are available.Just under a quarter of UK consumers (24 per cent) watch TV on the internet each week more than in any other country surveyed. People in the USA were the second most likely to watch TV on the internet (22 per cent) on a weekly basis.US TV viewers watched more TV than
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Tags: communciations, digital, PR, scotdevine, tv