‘Bah, Humbug!’ Why Negative Content Turns In Such Positive Results | Cube Tech

Folks like to hate Steven Singer.

That “hate” is so pervasive that the jewellery retailer’s web site is: IHateStevenSinger.com. The corporate is so dedicated to celebrating the “hate” that it doesn’t even personal the area StevenSinger.com.

What’s behind all that “hate” pervading Philadelphia radio and satellite tv for pc airwaves? (The corporate says it’s the longest-running advertiser on The Howard Stern Present.) It’s the story of buyer suggestions (probably apocryphal) that launched a advertising and marketing marketing campaign that’s lasted for years.

It’s additionally a narrative in regards to the energy of contrarian considering – a useful reminder for content material entrepreneurs.

@IHSS (I Hate Steven Singer) shows the power of contrarian thinking, a useful #ContentMarketing lesson, says @AnnGynn via @CMIContent. Click To Tweet

Contrarian technique stands out in a gift-driven market

The web site’s Historical past web page recounts the origin story: A Steven Singer buyer returned 20 years after shopping for an engagement ring to purchase one other diamond ring for his or her anniversary. About 9 months later, the couple returned to the jewellery retailer to indicate off their new child. The spouse exclaimed, “I like Steven Singer,” to which the husband responded, “Right here we go once more. We’re up all night time with feedings and diaper modifications. I HATE Steven Singer.”

(Right here’s the audio clarification used of their commercials.)

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Steven Singer Jewelers turned that humorous remark right into a model perspective.

A weblog submit known as Why Hate Steven Singer explains recounts why huge retailer jewelers hate Steven Singer:

  • Steven Singer Jewelers says it doesn’t low cost as a result of it presents the perfect value from the start and mocks different jewelers’ huge low cost gross sales
  • The unbiased jeweler criticizes the lower-quality diamonds bought by the massive shops, referring to them by their trade title, “frozen spit.”
  • Steven Singer lets prospects improve purchases from the corporate by giving them a trade-in worth equal to the value they initially paid.

The contrarian messaging continues all through the positioning. The positioning listing the enterprise tackle as “the opposite nook of Eighth and Walnut” in Philadelphia. Even the Oops message (proven beneath) continues the theme, declaring, “Steven hated this web page … so he moved it. Strive these as an alternative.”

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The right way to craft a contrarian content material advertising and marketing method

A contrarian or unfavorable method can remodel your content material advertising and marketing technique.

The aim is to get your viewers to say, “Wait, what?!”

Subverting the expectations of audiences dulled to related messaging provides them pause – and entices them to decipher what you’re speaking about.

You may apply components of reverse or unfavorable considering to particular person property or make it the “voice” of your content material, as Steven Singer does.

A contrarian, unfavorable, or opposite-thinking technique is daring –some individuals could not perceive what you’re doing. Simply make certain your model’s management does. In any other case, they’ll cease it nearly as quickly as you publish it.

Listed below are just a few methods to place that technique into motion (as soon as it’s accepted).

A contrarian or negative #ContentStrategy is bold. Not everyone will get it. Just make sure your leadership does, says @AnnGynn via @CMIContent Click To Tweet

Write an surprising lead

Begin small by crafting introductions to articles utilizing reverse messaging. This small step will help you check whether or not your viewers is receptive to this method.

Do this train internally to make sure your crew understands what you need them to do: Give the writers an article you already printed and ask them to rewrite the lead following the contrarian, unfavorable, or opposite-thinking technique.


Quick Firm printed an article with this intro:

After practically three years of a world pandemic and months, if not years, of working from residence, the primary factor drawing staff again to their places of work is the will to easily give attention to their work. However on the identical time, places of work within the U.S. have hit a 15-year low in relation to how efficient they’re for enabling centered work.

This troubling mismatch is among the high takeaways from the 2022 U.S. Office Survey from the Gensler Analysis Institute, the analysis arm of the worldwide structure and design agency Gensler.

Contrarian-strategy revision:

U.S. staff don’t know what they’re speaking about.

That’s the revelation from the 2022 U.S. Office Survey from the Gensler Analysis Institute.

Its survey discovered the most well-liked cause for staff eager to return to the workplace is to give attention to their particular person work. But, it additionally finds U.S. places of work are at a 15-year low in how efficient they’re for enabling centered work.

The unique model focuses on what individuals say they need. The negative-strategy model exposes the mismatch between what individuals say they need and the fact of workplace environments.

The tone is eye-catchingly unfavorable, and the sentence makes a U.S.-based viewers curious to find why they might be fallacious.

Dig deeper for thought management content material

You’ll appeal to a much bigger viewers in case your thought management isn’t the identical outdated usual. However that doesn’t imply you must take an opposing view when you don’t imagine it.

The following time you deal with a thought management asset, analysis what’s already written or mentioned in regards to the subject and the way it’s usually expressed. Then, ask in case your view on the subject differs out of your content material rivals’.

If that’s the case, brainstorm the chances and decide the one most related to your viewers. If not, you possibly can nonetheless create one thing completely different by on the lookout for an underdeveloped or unaddressed level or angle on this subject.

When reacting to printed analysis, most individuals write thought management items across the first statistic or two. To create one thing that bucks the mainstream (with out taking an reverse view you don’t imagine), go deeper into the outcomes. Discover completely different stats related to your curiosity viewers and body your content material round that.

You’ll attract more attention if your approach to thought leadership avoids the same-old story, says @AnnGynn via @CMIContent. Click To Tweet


Let’s use the 2022 U.S. Office Survey once more. The Quick Firm article centered on the office effectiveness chart introduced on the webpage for the report (because the screenshot beneath reveals).

Screenshot showing a research chart near the top of Gensler site page called How can we design a more compelling office of the future?

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Sudden different:

However you possibly can dig deeper into the analysis to discover a contemporary angle.

With most individuals centered on the primary or most evident chart, search for one thing much less anticipated buried deeper within the analysis.

The chart on the backside of the report net web page (as proven within the screenshot beneath) appears to be like on the respondents’ “perfect combine” of experiences for an organization office. The chart reveals the chances for eight classes: clubhouse, espresso store, library, artistic lab, boutique resort, residential, convention middle, and company.

Screenshot showing a research chart near the bottom of a website page.

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A content material marketer in a related trade might craft a thought management piece across the workplace experiences staff need.

Assume past content material creation

Whereas the Steven-Singer technique is smart for content material creation, it can also work for different parts of your content material advertising and marketing program.

Entrepreneurs usually need to know the perfect time and day to ship an electronic mail, submit to social, and so on. You do a Google search and discover Tuesdays are the perfect day to ship emails. That very same report signifies that the perfect time to ship electronic mail is between 9 a.m. and midday.

In fact, since so many others will see that very same window listed as a finest apply, electronic mail inboxes get flooded between 9 a.m. on midday on Tuesdays. Why not ship your emails later within the day or on a distinct day of the week?

Take a look at the alternate ship time for just a few weeks to see if that opposite-thinking technique works to your viewers. If not, you possibly can all the time swap again.

Don’t neglect about your content material codecs, both.

CMI’s most up-to-date B2B analysis discovered that the majority entrepreneurs (89%) use articles and posts of lower than 1,500 phrases for content material advertising and marketing. Different generally used codecs embrace:

  • Movies of any size (75%)
  • Case research (67%)
  • Digital occasions/webinars/on-line programs (62%)
  • Infographics/charts/knowledge visualization/3D fashions (61%)
  • Lengthy articles/posts (greater than 1,500 phrases)
  • E-books and white papers (59%)
  • In-person occasions (49%)

However, solely 17% of entrepreneurs use print magazines and books.

That’s an opposite-strategy alternative. May you develop a print journal to your viewers? Given how few entrepreneurs do, your content material would stand out.

If print isn’t possible, take into consideration different lesser-used varieties, corresponding to audio content material (utilized by 33% of entrepreneurs), analysis stories (utilized by 30%), or livestreaming content material (16%).

TIP: An opposite-thinking technique for content material codecs doesn’t require you to desert the unique format. Search for methods to repurpose content material deliberate for fashionable codecs into less-used ones.

You can apply an opposite-thinking content strategy without rejecting common formats, says @AnnGynn via @CMIContent. Click To Tweet

Change into probably the most ‘hated’ content material advertising and marketing

Your content material rivals will solely proceed to develop within the months, a long time, and years to return. The necessity to stand out and appeal to consideration and curiosity out of your viewers by no means goes away.

With that in thoughts, adopting a Steven-Singer technique to your content material is smart. And who is aware of? It would simply be the ticket to outcomes that everyone likes.

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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute

‘Bah, Humbug!’ Why Negative Content Turns In Such Positive Results