{"id":25030,"date":"2019-12-02T05:30:15","date_gmt":"2019-12-02T10:30:15","guid":{"rendered":"https:\/\/hearts-sciencecom.local\/?p=25030"},"modified":"2021-12-22T15:08:55","modified_gmt":"2021-12-22T20:08:55","slug":"4-planning-tips-from-outside-the-ad-bubble","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/en-gb\/4-planning-tips-from-outside-the-ad-bubble\/","title":{"rendered":"4 planning tips from outside the ad bubble"},"content":{"rendered":"

Monday\u2019s\u00a0<\/span>Google\u00a0<\/span><\/i>Firestarters<\/span><\/i>\u00a0<\/span><\/i>\u2018<\/span><\/i>Thinking Differently<\/span><\/i>\u2019<\/span><\/i>\u00a0<\/span>demonstrated how planners<\/span>\u00a0can take inspiration from other industries, offer<\/span>ing<\/span>\u00a0<\/span>detailed<\/span>\u00a0learnings f<\/span>rom;<\/span>\u00a0<\/span>politics,<\/span>\u00a0<\/span>law,<\/span>\u00a0<\/span>comedy and m<\/span>eteorology<\/span>.<\/span>\u00a0Here\u2019s\u00a0<\/span>4 quick tips<\/span>\u00a0summarised from the evening<\/span>.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

1. Break it down<\/span><\/b>\u00a0<\/span><\/h2>\n

There\u2019s a lot going on out there,\u00a0<\/span>we<\/span>\u00a0have\u00a0<\/span>a\u00a0<\/span>limited\u00a0<\/span>capacity\u00a0<\/span>(or interest)\u00a0<\/span>to process all the messages\u00a0<\/span>we<\/span>\u00a0receive<\/span>.\u00a0<\/span>O<\/span>ur brains<\/span>\u00a0therefore<\/span>\u00a0confuse\u00a0<\/span>\u2018<\/span>simple and easy<\/span>\u2019<\/span>\u00a0with\u00a0<\/span>\u2018<\/span>good<\/span>\u2019<\/span>.\u00a0\u00a0<\/span>Meaning: s<\/span>imple = easy = true = memorable.<\/span>\u00a0<\/span><\/p>\n

A secret well known by Trump, he uses s<\/span>hort words<\/span>\u00a0and<\/span>\u00a0sentences,\u00a0<\/span>and\u00a0<\/span>lots of repetition<\/span>. In<\/span>\u00a0the\u00a0<\/span>2016<\/span>\u00a0election\u00a0<\/span>he\u00a0<\/span>used<\/span>\u00a0an average of<\/span>\u00a08 words to Clinton\u2019s 20.<\/span>\u00a0 A<\/span>nalysis showed an\u00a0<\/span>11<\/span>–<\/span>year old c<\/span>ould<\/span>\u00a0understand Trump vs a\u00a0<\/span>15<\/span>–<\/span>year old<\/span>\u00a0for<\/span>\u00a0Clinton.<\/span>\u00a0<\/span><\/p>\n

R<\/span>eadability<\/span>\u00a0is key. It means having\u00a0<\/span>good ideas<\/span>\u00a0<\/span>presented with<\/span>\u00a0<\/span>simple sentences<\/span>\u00a0that g<\/span>rab people\u2019s attention<\/span>. Get to Twitter and get practicing.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

2. Lawyer up<\/span><\/b>\u00a0<\/span><\/h2>\n

More specifically<\/span>:<\/span>\u00a0t<\/span>hink like a detective, story like a journalist,<\/span>\u00a0and<\/span>\u00a0persuade like a lawyer<\/span>.<\/span>\u00a0<\/span><\/p>\n

Think like a detective<\/span>:\u00a0<\/span>Research deeply and look for connections. <\/span>Keep asking yourself why? Follow your hunches, gut feel matters<\/span>.<\/span>\u00a0<\/span><\/p>\n

Story like a journalist<\/span>:\u00a0<\/span>T<\/span>he more clearly you can write the better you can persuade<\/span>.\u00a0<\/span>Stories and anecdotes stick<\/span>,\u00a0<\/span>sometimes\u00a0<\/span>i<\/span>t\u2019s how\u00a0<\/span>you<\/span>\u00a0label things that stick, not just what\u00a0<\/span>you<\/span>\u00a0say.\u00a0<\/span>It\u2019s t<\/span>he human stories that connect<\/span>.<\/span>\u00a0<\/span><\/p>\n

Persuade like a lawyer<\/span>:\u00a0<\/span>To bring the jury on the<\/span>\u00a0desired<\/span>\u00a0journey a<\/span>\u00a0good<\/span>\u00a0lawyer<\/span>\u00a0will drop breadcrumbs<\/span>\u00a0of evidence<\/span>, so\u00a0<\/span>they<\/span>\u00a0<\/span>arrive at the<\/span>\u00a0<\/span>desired conclusion<\/span>. Good <\/span>communicators<\/span>\u00a0make\u00a0<\/span>their audience\u00a0<\/span>feel smart<\/span>.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

3. Play the fool<\/span><\/b>\u00a0<\/span><\/h2>\n

Fools speak\u00a0<\/span>truth<\/span>\u00a0<\/span>to power.\u00a0\u00a0<\/span>People don\u2019t like the wise<\/span>, they prefer\u00a0<\/span>to listen to\u00a0<\/span>the fool.<\/span>\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

Comedians have the skill of seeing the same things we all\u00a0<\/span>see<\/span>\u00a0but<\/span>\u00a0reporting back in an interesting way.<\/span> Usually in a dark context, they\u2019ll reframe t<\/span>he truth to find\u00a0<\/span>\u2018<\/span>the funny<\/span>\u2019<\/span>.\u00a0<\/span>\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

Similarly,<\/span>\u00a0<\/span>i<\/span>nsights\u00a0<\/span>should<\/span>\u00a0be oppositional and smart<\/span>. <\/span>Interpretation not observation<\/span>. T<\/span>hrow the hard<\/span>–<\/span>to<\/span>–<\/span>swallow insights\u00a0<\/span>in\u00a0<\/span>at the end, warm<\/span>\u00a0your audience<\/span>\u00a0up<\/span>\u00a0first.<\/span>\u00a0<\/span><\/p>\n

An additional\u00a0<\/span>suggestion<\/span>, the room matters. The<\/span>\u00a0best conversations are<\/span>\u00a0sometimes\u00a0<\/span>had at the pub v<\/span>ersu<\/span>s\u00a0<\/span>in the\u00a0<\/span>meeting rooms which\u00a0<\/span>can be<\/span>\u00a0<\/span>\u2018<\/span>white<\/span>,<\/span>\u00a0bright and shite<\/span>\u2019.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

4. Embrac<\/span><\/b>e<\/span><\/b>\u00a0<\/span><\/b>unpredictability\u00a0<\/span><\/b>\u00a0<\/span><\/h2>\n

Even if you study the weather\u00a0<\/span>report\u00a0<\/span>you\u2019ll\u00a0<\/span>often<\/span>\u00a0be surprised<\/span>\u00a0with the eventual conditions<\/span>.\u00a0<\/span>We need to be better at planning for\u00a0<\/span>unpredictability.<\/span>\u00a0<\/span><\/p>\n

L<\/span>abelling the internet as a \u2018channel\u2019 insinuates that it is a structured one<\/span>–<\/span>to<\/span>–<\/span>one pipe. It is far<\/span>,<\/span> far from it. As David Bowie described, the internet is more like \u201can alien life form<\/span>\u201d<\/span>.<\/span>\u00a0<\/span><\/p>\n

It would be far more useful to be looking out for what happens\u00a0<\/span>in media whe<\/span>n<\/span>\u00a0hot and cold come together<\/span>.<\/span>\u00a0<\/span>You can\u2019t predict it, but\u00a0<\/span>y<\/span>ou can learn from it. So<\/span>,<\/span>\u00a0when trend<\/span>\u00a0<\/span>t<\/span>ornadoes form on\u00a0<\/span>T<\/span>witter and\u00a0<\/span>T<\/span>ik<\/span>T<\/span>ok<\/span>\u00a0<\/span>creating a\u00a0<\/span>wealth of cultural insight<\/span>,<\/span>\u00a0you will want to<\/span>\u00a0investigate and understand<\/span>.\u00a0 And\u00a0<\/span>our ability to learn and adapt will be tested with\u00a0<\/span>longer established j<\/span>et streams like ad blocking<\/span>\u00a0<\/span>which<\/span>\u00a0you\u2019ll need\u00a0<\/span>to learn\u00a0<\/span>how\u00a0<\/span>to ride.<\/span>\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Thank you to Neil Perkins, Amelia Torode, Rob Blackie, Justin Lines, and\u00a0<\/span>Bogdana<\/span>\u00a0<\/span>Butnar<\/span>.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Gareth White, <\/span>Strategy Director, Hearts & Science UK<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Monday\u2019s\u00a0Google\u00a0Firestarters\u00a0\u2018Thinking Differently\u2019\u00a0demonstrated how planners\u00a0can take inspiration from other industries, offering\u00a0detailed\u00a0learnings from;\u00a0politics,\u00a0law,\u00a0comedy and meteorology.\u00a0Here\u2019s\u00a04 quick tips\u00a0summarised from the evening.\u00a0 \u00a0 1. Break it down\u00a0 There\u2019s a lot going on out there,\u00a0we\u00a0have\u00a0a\u00a0limited\u00a0capacity\u00a0(or interest)\u00a0to process all the messages\u00a0we\u00a0receive.\u00a0Our brains\u00a0therefore\u00a0confuse\u00a0\u2018simple and easy\u2019\u00a0with\u00a0\u2018good\u2019.\u00a0\u00a0Meaning: simple = easy = true = memorable.\u00a0 A secret well known by Trump, he uses short words\u00a0and\u00a0sentences,\u00a0and\u00a0lots […]<\/p>\n","protected":false},"author":31,"featured_media":25072,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-25030","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-insights"],"acf":[],"yoast_head":"\n4 planning tips from outside the ad bubble – Hearts & Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hearts-science.com\/en-gb\/4-planning-tips-from-outside-the-ad-bubble\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 planning tips from outside the ad bubble – Hearts & Science\" \/>\n<meta property=\"og:description\" content=\"Monday\u2019s\u00a0Google\u00a0Firestarters\u00a0\u2018Thinking Differently\u2019\u00a0demonstrated how planners\u00a0can take inspiration from other industries, offering\u00a0detailed\u00a0learnings from;\u00a0politics,\u00a0law,\u00a0comedy and meteorology.\u00a0Here\u2019s\u00a04 quick tips\u00a0summarised from the evening.\u00a0 \u00a0 1. 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