Written by: Vickie Sullivan | September 10, 2020
Small ‘Hinges’ That Open Big Doors
In last week’s podcast, I noted that “hinges” (the one small thing that changes everything) are a great place to look for provocative questions. Let’s drill down on the power of these tiny yet mighty items that can make a big difference when positioning your perspective.
Recently Fast Company published an article that showcases the power of the “one small thing.” Why this strategy works:
• It feels hidden: Everyone who wants to improve is looking for that inside edge, something they don’t know about but can help make a difference. In the Fast Company article, the author received important information she otherwise wouldn’t get. I call this the “secret weapon” angle. It combines the allure of scarcity and the desire to win.
Listen: What “Secret Weapons” Are and How to Spot Them
• It is very handy: Another reason why hinges are attractive is versality. The author highlighted disparate examples and the “magic” that happened afterwards. When something is easy to use, we’re more willing to start. The more ways we use an idea, the more it becomes a habit. This one-two punch can increase your “high-value help” factor.
Focusing on these small ideas is a great way to showcase your on-the-ground perspectives. It’s especially effective when you need to convey that you know more than you’re telling. Add this angle to your content marketing calendar and your sales stories—anywhere you need to influence.
Now Read This:
- How to Make Your Content Intriguing: Use Strategic Comparisons
- Brand and Message Strategy for Thought Leaders