When people ask how to come up with powerful marketing content, I say “be the broth.”
What does broth have to do with marketing?
If you’ve ever made broth you know that it takes time. You use a lot of ingredients. You start with volume and bulk, and you end with considerably less (especially when you make a broth that is concentrated). You may use whole ingredients, but you also use what might otherwise be compost: carrot ends, old celery, roots and peel. You use bones. Some might say you use “waste”.
You chop, you pare, you peel, you stir. You season, you bring everything to a boil, and you let it simmer and simmer, stirring, keeping an eye on the flame. A broth has a delicate, subtle flavor. You don’t want to over-spice. You don’t want to rush it.
You give it time.
And you experiment with different seasonings and ingredients, looking for the flavors and combinations that suit your palette, that will be tonic to your system, that will be the perfect base.
So it is with developing your tag line, elevator pitch, your memory hook and your web content. You are creating stock from a wealth of ingredients, some of which you’ll discard and others that you will chop and pare, simmer and season. When you let yourself cook in the creative process, you will sense into your unique flavor and essential ingredients.
Take time to see what is stirring in you and what feels rich and flavorful. Be the broth.