Case Study: Making News Newsworthy with Oreo

All too often marketers for brands large or small will find themselves staring at a blank Facebook post menu, suffering from writer’s block as they wonder what they’re about to write. Here’s a tactic to dish out when the presses are running full-pelt that can earn a little bit of audience kudos in response.


Are you getting stuck in the filter?

Here's a faux-pas I see every now and again with small brand Instagrammers who aren't in the know. It's a small thing, but important nonetheless, as whether it's done either helps or hinders their brand. It's all about choosing the right filter.


I knew I'd do it.

I knew I'd do it. I started this blog knowing full well I'd write a few posts then fizzle out. It's been nearly six weeks since I last checked in. Disgraceful.


However - I've had some wins and some exciting lessons. I've been rewriting strategies, evaluating methods, trialing services and making progress. I've pitched, met, produced, and delivered in my hiatus. The cogs are well and truly in motion.


Today, before I dash for a train to gate-crash a networking event, I'm going to write a quick story about achieving difficult goals.


Business Philosophy - Zoom Out

Since I'm not great with blank pages, my strategy for coming up with worthwhile content has been to research until something hits me. I've so far been using the frontpage on r/entrepreneur to see what posts I've had experience with and can relate to.

Today, I opened up the page to find this post. Scrolling through the comments, a user commented their industry with a current turnover stat so I clicked to do some digging. Turns out, this user built the whole r/EntrepreneurRideAlong subreddit which I also trawl! I found a post from her detailing a 'start a local business in 30 days' plan and after a few minutes of digging, thought to myself "I should get back to looking for topics."

It was after another couple of minutes of post-scanning that I noticed I was feeling more optimistic for some reason. In spite of all my fears, the chances of failure, expectations of struggle and hardship, that poster was making business sound like a breeze. It was very comforting to read! I was reminded that I hadn't been following some of my own advice, and that's today's philosophy. Zoom out.


The Shelf

If you want to get into media production, the first thing you'll usually do is start watching tutorials. By now I've seen so many that I'm now at a point where I'm starting to look at other people's work and know exactly which video they watched to make it. No joke. I'm really upset about it. What a nerd. However, the more I see the more I notice what seems to be a skills leap between the ultra-professional, super-skilled stuff and what you can make on YouTube, so I look to books to learn more fundamental techniques. Industry leaders often tend to put out work, or communities will hold certain books in regard, so for exclusive and important new information it's a great port of call.


Business Philosophy - On Superman Medicine


Business Philosophy - On Superman Medicine

Branson. Musk. Schwarzenegger. Gary Vee. Tim Ferriss. Les Brown. Will Smith. Eric Thomas. Tai Lopez. Tony Robbins. Marie Forleo.

If you've got big ideas, you've no doubt done some stalking of one of these figures already, which means you've probably also listened to your fair share of motivational talks and you're no stranger to greyscale photos with bold white single buzzwords like 'CONQUER.' I feel there's a danger to this instant dose of motivation. I want to lift a veil on what I think of as Superman medicine.



Business Philosophy - On Cold Marketing

This might separate some crowds. Just my take in regards to my sector, market and response.

Here's an experiential account of a couple of direct marketing practices I tried over the past 18 months. It's an evaluation of the purpose of marketing and the relative value of the result of cold and indirect styles. Buckle in salesmen.



Setting New Goals

After the Christmas break I found myself feeling that familiar slog getting the ball rolling again after a couple of weeks' break back home in sleepy St Helens. The last few months have been crazy busy and exciting but since I'm bad at working within, let's say, 'traditional hours', I made the executive decision to take work home with me.

The 20th December was my cutoff and I worked right up to leaving for my train. I wish I was joking. From then til home, I indulged in all of about six email reponses and that was it, so here I am.

I've eased myself back into things over the past two weeks. The to-do lists are back, I'm ideating with clients for new projects and suddenly my Google Calendar is getting more and more full, but having let go of the reins temporarily, I still find myself scrabbling in the dark temporarily to get them back. It was time for a meeting.

I went to meet a contact, friend and supporter of mine who's been mentoring me for maybe two years now and the talk we had was very refreshing. I left feeling like I was back in action - we had talked extensively about new growth, new tactics and new perspectives and looking over my notes from the meeting I felt like an explorer that had just realised his map was upside-down. Suddenly everything was clear again, so I started setting some goals that I thought I'd share for your benefit.



Business Philosophy - Finding your Three Tenets

One thing I'm always looking for is new frameworks of thought; ways to optimise and improve how I work and feel. I'll listen to people's experiences and methods they use and read arguments that encourage the move I'm trying to make. For example, a good one I heard the other day about how to maintain an abundance of energy and enthusiasm came from everyone's favourite bodybuilder Terry Crews, where he related his joy for living to the gratitude he practised for the things he was lucky to have achieved. It's little things like that I like to have in the barrel for when the inner voice is working against me.

That's why I decided a good blog topic would be sharing my philosophies of work. For each one of these I'll explain my method and what it'll do to help if you're creating a project of your own.

So without further ado, let's get into my Three Tenets.

What's the philosophy?

The Three Tenets will be your personal common denominator that defines the motivations behind everything you do. With them, you can figure out if a project your planning aligns with your audience goals, and filter out things that you might be doing for the wrong reasons.

This is something I used out of desperation when things were piling up - there were so many things I wanted to get started that I didn't know which to prioritise and how to execute them.

How does it work?

Take a notebook, and for as long as you like write down all the things you love to do. Not stuff you like or do to pass the time - you only want the activities for which you don't notice time passing; things that consistently bring a positive light to your day.

For example, my list looked like this...


Opening the Book

You can only build a business for so long before relenting to that necessary evil all the YouTube gurus prescribe - blogging.

And so, with hands held high in surrender, I thought it was finally time to get my bloody skates on and start talking about what happens behind Seabrook Media's doors. I'm going to keep this one pretty low-pressure alongside the projects I'm juggling, but given some new circumstances I'm expecting to be able to sit down and write pretty regularly now. It'll be exciting to explain my processes and developments as I move forward and offer something more to those who are interested in the Seabrook Media story.

See you later.