Lo-Fi meet Hi-Fi...

A blog that I stumbled upon thanks to my favorite bloke is Clay Parker Jones's Exit Creative. Remember that week when I shut up/shut down? Well, I did--for the most part--but I was able to get my fix at Clay's place because people weren't used to seeing me there. Very clandestine of me, no?

What I like about Clay is that he's truly multi-media...he does these cool lo-fi blogs, like on the left, where he takes pen-to-paper-to-post. And then, being quite the extremist, he's started hi-fi blogging with videos.This one below gives Direct Marketers a talking to, replete with sound effects and action points (ah, how I do love action points).

Your action point? Take 4 minutes and check it out (RSS readers: go here).

Comments

[Gavin Heaton]

I am so glad you found Clay's most excellent blog ... he has been doing some very nice work recently, with the lo-fi posts ranking amongst my favourites. Oh and he was a de-facto entrant in Movember this year too (which puts him on my top shelf).

[Katie Chatfield]

Clay is also the kind host of the Chicago Coffee Morning. Please come if you're around! Where: Intelligentsia Millennium Park, 53 East Randolph Street, Chicago. When: This week! Friday, January 19, 8:00 AM

[Lewis Green]

Sorry guys. I'm Type A and just can't wait for Clay to make his points. Talks way to slow and says way too much about stuff that doesn't get us where we need to go. Maybe his posts are better.

[CK]

Gav: Thanks for always pointing me to the best of the blogosphere. You just rock.

Katie: I'll be there in spirit and someday soon in person--welcome state-side, sister!

Lewis: Thanks, as always, for checking this out. What I like is how personal the info. is delivered with video vs. post. I have a hard time with long podcasts myself (longer than 15 minutes or so)but I'm enjoying watching bloggers experiment with different media. I need to muster the bravery to go to video. Do check out Clay's posts, very creative and will be a shorter format for you.

[Lewis Green]

CK,

I'm with you. I need to consider video as well. Unfortunately, I only have the patience for about one minute or less per post, two minutes or less per video and five minutes or less per audio. I suspect there are more than a few like me.

[Clay Parker Jones]

CK...

Thanks for this post. You're too kind! And Gavin, thanks for directing CK to my space...

Lewis, thank you for the critique. Sorry it took so long for me to get to the point; I was worried it was going a lil' long. I enjoy having fun with my blog--hence the multimedia--and, well, my premise has been said MANY times before. But not by me, not on camera, and not with wicked awesome sound effects. It would have been far easier (and less fun) to simply list my observations. But oh how I love my new MacBook! Anyway, as CK said, maybe you'll enjoy the rest of my blog, maybe not. Cheers!

- Clay

[Valeria Maltoni]

Well, I cannot watch the video from work -- firewall police, etc. so I have no direct experience of this video.

I'd like to offer a couple of thoughts for consideration:

- Have we marketers contributed to the shortening of attention span?

- Have we indeed given too much of a good thing? (i.e., short take aways, taglines, etc.)

- Have we as human beings forgotten that it takes time to relate and connect? (read, over time *and* many a glass of wine vs. lots and lots of snippets of stuff)

What say you?

[Clay Parker Jones]

But then, consider the 4-hour, two-day premieres of 24 and American Idol. Why are we so inclined to sit through such media extravaganzas?

I love the last point. Connection is difficult. Too quick, too much, too soon, and you sacrifice fidelity. Spread the details out over too much time, and you lose someone's attention.

I was so excited when I first put video on my blog; it's so personal...I thought it neat that I was speaking out of a computer screen, directly at those who visit the post. Perhaps over a glass of wine. But not at work, of course. Damn firewalls.

[Lewis Green]

Valeria,

I get your points. And I hope the answers to each of your questions are no. However, keep in mind that many of us are reading blogs not only to connect but because it is our jobs.

Posts about marketing techniques, I believe, are less about connecting than teaching. We don't need to have a relationship with a blogger to learn from them.

Clay's post teaches the lessons well; therefore, for me I didn't need the video, and I felt it went on too long to maintain my interest. I commented on his site and congratulated him for offering both formats. Very smart.

On the other hand, many of us often post on subjects not about marketing and often they are far more personal. If they resonate, we will spend time with them; if they don't, we won't.

Those of us who have made our livings as writers, write differently depending on our purposes. If we didn't, we wouldn't be able to make livings at it. And readers get it. So like all customers, we need to meet their needs not ours. It isn't about attention span; it is about creating for our audiences and their wants and needs.

[Valeria Maltoni]

Clay and Lewis, thank you both for indulging the thoughts I proposed for consideration. Although related, the questions can stand each alone.

I agree with you, Lewis, that there may be no need to have a relationship with someone to learn from them. However, we are generally more predisposed to follow the advice and take the action recommended when we connect with someone and something at a deeper level.

Our audiences are constantly evolving and changing and what I'm picking up lately is that people are willing to spend more time with something when it resonates at a personal level. Even if that something requires a little more from them and creating new experiences may also redefine wants and needs.

I'm the product of a Liberal Arts education born in a country that will take twice as much to say anything -- written or verbal. I cannot blame you for wanting to set me straight!

The key is balance. The nature is inquisitive.

[CK]

Valeria: I suspect you'll like this video. Why? Because Clay engages in a conversation with us: it's very personal. He hooked me in this vid with his first line of "What's up y'all?". He just instantly made me comfortable; kept it real.

I also very much respect his bravery. The bravest I've been in this space is to get silly with some BC photos--and believe it or not dear readers, I'm tremendously self-conscious! Heck, I started out with a cartoon figure at the top of my blog the first couple months instead of my pic but decided I needed to be more "human" and get over the nerves. So video will challenge me for sure. More than a bit scary.

Clay asks why we invest 4 hours into "American Idol," I presume it's because the audience has a stake in the process (since they vote) and since it showcases a range of talent affordng viewers multiple chances to connect with contestents.

And while AIdol gives us glitz, I've sat through the driest lectures on the planet in Grad School, yet remained engaged because I was getting value.

I do prefer 1-2 minute vids and 5-minute pods but I will read through a 200-page book. So I guess it depends on what I'm getting from the process (in exchange for my time) and if the author/speaker/blogger connects with me. I can't stress connection enough.

Btw, Clay--if this is your first interaction with Lewis and Valeria, I'll be stoked that I was able to introduce you. They are 2 smart, sensitive bloggers that contribute much to this space (so I respect and dig 'em). Of course we owe it all to Gav, while Australian, maybe I can vote Gavin as the next American Idol :-).

[Clay Parker Jones]

CK, right on as usual.

And yes, this is my first interaction with either Lewis or Valeria...and this has certainly been one of the most valuable comment strings of which I've been a part.

PS: HA! As it is said, "I keeps it real".

[Lewis Green]

CK,
You are amazing. I have subscribed to Clay's feed: Thank you (and Gavin) for the intro. And Valeria and I also are talking offline. Like you, I read several books a week, some of them (i.e., Clancy) 700 + words. He could share the same story in 500 words but I like his writing style, so I read all 700 +. I just prefer concise to long. (I know--can't tell it based on this comment.)

Valeria,
You, too, are amazing. I am a typical Northeast American, always in a hurry to do the next thing. I drive my Midwestern wife nuts. Also true is that I am "willing to spend more time with something when it resonates at a personal level. Even if that something requires a little more from [me] and creating new experiences may also redefine wants and needs."

Clay and his videos will eventually capture my interest. (But I do wish they would be closer to 1 or 2 minutes than 4, if the content is primarily conversation. I'm more of a words and thinking guy than a video guy. Same thing with Art--I can spend hours at a museum but have trouble getting through the best films.)

[David Reich]

ck, this hits a nerve with me. But Clay, I agree with Lewis -- you take just a little too long to get to the point. There's lots of stuff to read and view for bloggers, and it's easy to become impatient.

That said, I've been getting those stupid "personal" notes from J or Jim or Irving for several years. The first time I got one, I spent a moment trying to figure out which of my friends had sent the note. Then, as I started to read the "article" and realized it's a phony, I tossed it. I still get these, and I immediately throw them away. But they must hook some people or they wouldn't keep using this dishonest tactic.

Many DMers will do anything to get you to open their mail. Even companies as reputable as Chase Bank or Met Life try to trick me by sending me something that says on the outside of the envelope "Important News about Your Account." Since I do business with Chase and Met Life, I open it to see what's so important, only to find it's a pitch for a new credit card or some other product or service they're trying to sell me. I take it as a breach of trust in the customer relationship, so I punish them by filling the postage-paid reply envleope with all kinds of junk --usually stuff from other banks or insurance companies -- and toss it in the mail. That's the price they pay for wasting my time. Silly, I'll admit, but it makes me feel better.

Don't mess with me.

[CK]

These DMers are what I would clearly categorize under my term of "EVIL marketers" along with the so-called "stealth" marketers that flog and spam.

Btw, that's what they called them at the WOMMA Conference and I'm like...what the heck does "stealth marketer" mean? Once they told I explained they were using the wrong nomenclature and that the correct term was EVIL :-). They're taking it under advisement as I understand.

I like your sneaky backlash David. One of my professors told me that she'd take all the friggin' AOL CDs stuffed in her mailbox and record over them...ha!

Hmmm...perhaps Clay needs to do an Evil Marketer Series--like a Most Wanted List. What do you think? But, I warn you, there are so many evil-doers among us that the video would go for days. Maybe we need an Axis of Evil just for these bad boys.

[Gavin Heaton]

Great discussion!

Now thanks first to CK for hosting, facilitating and naming me her "fave". I am truly humbled -- and I am sure you other blokes are jealous (especially you, Tim Jackson, and I don't care if you are on your way to Taiwan!).

When I see long form posts or long videos/podcasts I am envious ... you see, I really can't do long form. Could be because I am lazy, or impatient ... or simply because I like others to make the connections between ideas I throw out.

BUT, as with any media or any story, you have to get me in as fast as possible. So unless you start your podcast, your post or your video by whacking me on the side of the head (a la Roger von Oech), then I am out. Oh and then keep hitting me too. Surprise me and I will love it, string it out and I will leave it. Oh, and now you know my secret, you can pick holes in all my posts ;) Damn!

[Paul McEnany]

What's up with all the long commenting lately?

So, I hate Clay, mainly because he looks like he's treading on my younger, ranting punk turf, that bastard. And he's smart. And creative.

Ok, I relent, Clay kicks ass... :)

[CK]

Gav: You are my favorite bloke. Tim is my favorite biker. If you two go on American Idol, I'll vote for you both. A duet, maybe?

Paul: Your punk territory is safe. But Clay's squarely taking hold of the while lo-fi/hi-fi niche (he's diverging between the two...a laudable goal). But you're taking co's like Kohl's to task and branding oh so brilliantly so we can all get along.

Per my above comment perhaps the 2 of you should map out the Axis of Evil Marketers. You're just the punks to get the job done.

[Clay Parker Jones]

1. David: I'll try to keep my videos to 1-2 minutes. Believe it or not, I did it completely off-the cuff, and tried to edit it down afterward. More structure next time.
2. Paul, I've been reading you for a while. And I've been thinking the same thing about you. We should definitely do a collabo sometime soon. PS, I also take names :]
3. CK, great ideas. You're dope, yo. This Axis of Evil thing is a good idea. I'll let the Texan say "Axis of Evil" just for sentimentality's sake.

Thanks to everyone for watching the video...I promise to keep them short if y'all'll keep watching them.

[CK]

OK, I feel dumb...and far worse, tragically unhip, as I don't know what being 'dope' means.

[Paul McEnany]

Alright, Clay, you're on. So, what should we do? Start a young marketing asshole blog network? The YMA?

[Clay Parker Jones]

Well, it's pretty simple. It's either a) heroin or b) excellent, great, fly, sweet, beautiful. I'm invoking the second definition here. The Urban Dictionary (http://www.urbandictionary.com/) is a great resource for these things. But of course, I knew implicitly what it meant, being a young punk like I am. :]

[Clay Parker Jones]

Hmmm...

It should definitely be something a little crude, something powered by the powerful combination of testosterone and youth.

Not sure what that is, but I'm sure we'll figure it out.

[CK]

Paul & Clay: I think that you two should most definitely do a JV (joint venture). Since I pushed this punk partnership...puh-lease do an Axis of Evil segment for me, k? Just one. Make a heroin-girl happy. Then I'll cover it over at a post for Daily Fix and we'll get some exposure with a cross-section of marketers.

[Clay Parker Jones]

Aight. I'm in for the Axis. Video? Text? Lo-Fi? Maybe a dedicated blog, combining all three?

PS, CK, "aight" is short for "alright"... ;]

[CK]

Nope, it's a wiki. You guys should manage it and then engage the community to offer up suggestions--always invite others to be a part of it. Then you pod or vid on the best ones and go to town on the evil-doers and give other bloggers love for giving their suggestions and contributing to the popularity of it.

You could even make a graphic of the Axis or whatever you want to call it. Would be funny--and ULTRA newsworthy. Gotta have a graphic that grows with it. It becomes THE list to stay off of. So long as you're keeping it real with your rants BUT encouraging best practices then you're pushing positive change--and that's what you want, right? Paul started a blacklist way back and I've been kickin' him to resurrect it. Paul, what gives?

P.S.: And, yo, I know aight and the rest of 'em...just not dope. Just ask Paul about who could hang longer when I was down in Dallas. Mind you I brave NYC, I'm not really unhip.

[Paul McEnany]

CK, how could you not know what it means to be "dope?" Hmmm....

And, Clay, I just went back and saw the whole Texan, Axis of Evil thing. Don't go thinkin' I'm in approval of that bastard just because I happen to live in a red state, damnit! Oh, hell, am I about to set off a political debate?

Alright, I'm tired, so I'm wussing out and going to bed. I'll be thinkin' on this whole AoE thing, though. Surely there's something there. Maybe some video marketing kung fu. Hmmm.

Or, how bout this, you guys ever seen bloggingheads.tv? Maybe it's time for a marketing version?

[Clay Parker Jones]

Hey, Paul & CK... I started a wiki over at wetpaint. It's pretty easy to use, and I believe it will provide us the capabilities we need.

Check it: http://axisofevil.wetpaint.com/

[CK]

Clay: Well done. I see lots of good stuff coming from the AoE effort--looking forward to seeing it evolve and rid the world of marketing evil-doers, (our industry's reputation could use the boost ;-).