“It’s not your fault, Santa Claus has more publicity.” And “Well, let’s face it; Santa Claus has had more publicity, but being number two, perhaps you try harder.” Linus in letter to The Great Pumpkin and his conversation with Sally Brown.
I love hearing Linus’ struggles to get attention this time of year as he battles the forces around him to get The Great Pumpkin some attention. It’s what many storytellers face every day…finding engaging way to cut through the clutter, deliver a message, and make sure that you are framing that message so that people get it right away.
Linus is in no way alone in the battle of reframing or framing a message correctly.
Two baseball message framing stories…we are in World Series mode…come to mind.
First was from former Met’s and Oakland’s A’s Manager Art Howe, as told by our friend, former pitching coach Rick Peterson.
‘In Oakland we played one 162 game season, in New York you play 162 seasons.”
It easily frames for those listening to the daily battle in a bigger market for media attention, brand engagement, fan avidity and relevance in the Big Apple. While maybe for some that is too much stress, it shows the importance of every day of a baseball season to those putting down the dollars, and the realization that every day counts for something in a market like New York.
The other…also tied the Oakland A’s, came from the film “Moneyball,” not necessarily Michael Lewis’ book, but it again framed the challenge for a group of older baseball front office executives that were not adapting to the GM’s thinking in a challenged economy for the team.
“We are not evaluating talent. We are card counters at the blackjack table and we’re going to turn the odds on the casino.”
Athletics’ executive Bill Beane no longer had scouts…we are reframing the structure and re-thinking how we determine success. Adapt and survive.
Why is it so key in a challenging, very fluid environment that is hyper competitive like sports to always think about how you are framing the message?
What words we use in framing alters a mindset
Donating vs. Investing in college athletics is another one which we have addressed before. How does that one word shift change your image to those we are speaking to? We are not asking for charity; we are asking for buy in with a goal that is bigger than what we have talked about before. Donating goes in a collection box…investing goes into the biggest businesses on the planet.
It shifts how people understand and respond to the changing issues you care about and want them to engage with because there is a return.
Framing takes something that has one perspective and provides an opportunity for a different look.
Frames filter people’s perception of an issue or problem, changing the frame changes the response.
Back to the best-selling author Michael Lewis again. Framing the story gives him a teachable moment as well, which is infinitely value in building a brand storytelling message on any level.
“I don’t think hero or villain. I think great character, interesting situation, lots to teach the reader and we frame storytelling around them.”
Framing a message, or reframing it for an audience, gives us the ability to rearrange the furniture in the room. We don’t have to always win the pillow fight, but it gives us a better chance at success through thought and storytelling.
We can shift how people understand and respond to the changes in issues you care about. Framing takes something that has one perspective and provides an opportunity for a different look, and frames filter people’s perception of an issue or problem; changing the frame changes the response.
Sally understood it…Linus is still learning., but he’s getting there.
