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Lorraine Thompson
Hard-working copy for all your marketing needs
Hard-working copy for all your marketing needs

Lorraine's posts

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Writers’ Holiday Gift Guide: 10 Perfect Presents for Content Marketers

Portable, affordable and low-tech--these pair-able gifts make great stocking stuffers for writers. 

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Secrets of Maslow’s Pyramid: 5 Ways to Add Explosive Power to Your Content Marketing

Strong, effective content marketing begins with understanding your customer--or user or donor--and her needs.

The brainchild of midcentury psychologist Abraham Maslow, his "Hierarchy of Needs" helps you instantly get inside your customer's head to create great content that speaks to her.

Learn 5 ways to do it--in my new post.

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4 Elements of a Perfect Sponsored Content Campaign

Penned by +Melanie Deziel, author of Women Inmates, a piece of  sponsored content for +The New York Times paid for by Netflix's Orange is the New Black, this post delineates insightful how-tos for native ad creators.

But the tips are equally useful for content marketers planning blog posts,  newsletters , emails and more.

The explosion of the 40-80 year old entrepreneur

+Gary Vaynerchuk dispels the notion that your mid-life years consign you to golf, binge-watching House of Cards and kvetching about millennia entitlement.

If you've got the fire and the talent, the next four decades may be the best years of your life.

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Charlotte Rampling's Unknowable Truth
Mary Gaitskill refuses to resort to nosy questions and cliche conclusions in her +The New York Times interview with Charlotte Rampling. Ironically, her less intrusive approach leads to thoughtful insights on the actress' process--and on the quiet mystery inherent in all human beings.

Regarding the instant attention Rampling commands, Gaitskill notes, "Some reviewers attribute this ability to her mysterious, preternatural charisma and abiding beauty, and that is part of it. But it is also her actively focused talent for the natural representation of real people. We don’t notice how expressive ordinary people are unless we love them enough (or are frightened enough by them) to pay real attention. But everyone is uniquely expressive, even in the smallest gestures. We are so immersed in the parade of character in daily life that we don’t typically see this unless it startles us; we don’t have time to notice all the things that people are telling us."

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Is One Person Running Social Media for Every Fashion Brand?

"Step into spring in statement-making sheaths and shifts that take you from work to weekend in style."

"Slide into spring in fashionable frocks that work stylishly for office and off-duty looks."

The two alliterative chirps represent SM messaging for two different fashion brands.

Can you tell the difference?

Right. Neither can anyone else.

There's a reason why, says +Robin Bresnark: all retail social media--across every fashion brand you know is created by one person.

Her name is Hermione, she's 23 and, "she's so excited to have a job in fashion that she's forgotten to do anything with her job, and she's crushingly, soul-destroyingly dull."

While Bresnark targets glib, useless social media messaging, his point applies to "eblasts," landing pages, banner ads and more.

A must-read post for all fashion ecommerce folk.

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The Future of Retail is the End of Wholesale

Retail's revenue model--buy wholesale, inventory, merchandise and sell at retail prices--has remained unchanged since the Industrial revolution, notes  Doug Stephens in this Business of Fashion Op-Ed. 

But ecommerce has turned the model upside down. To avoid obsolescence, retailers need to reconfigure themselves. In the future, predicts Stephens, successful stores will be  "experiential retailers"--part media outlet, part sales agent.

Content marketers alert: Stephens posits a customer-focused space that is more about delivering "truly unique, remarkable and memorable" experiences than about hustling product. Hmmm...

According to Stephens, the  omnichannel hubs will place a premium on delivering what the customer needs and wants, even if that means supplying product from  vendors or competitors.

The future may well be now. Stephens' futuristic retail concept put me in mind of  +Huckberry. Much-watched by industry analysts, Huckberry is acclaimed for their successful editorially-based email strategy. In addition to providing valuable, entertaining, customer-relevant original copy, Huckberry embraces the heretical email marketing practice of sending customers away from their site with posts that  share cool links they feel customers will love.

Huckberry's theory--and Stephens'--is that rich experiences build loyalty by attraction rather than promotion.

Worth a close read.

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Greg Lauren--Ralph Lauren's nephew--is an actor, painter and, most recently, clothing designer. Using diverse materials that include canvas from vintage Army tents and upcycled garments he creates one-of-a-kind pieces that are threaded with historical references, yet at the same time, seem darkly futuristic.  His Spring 2015 runway show opened with a haunting violin solo followed by a sauntering parade of Lauren's familial tribal models wearing clothes imbued with the designer's signature  "destroyed elegance."

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Kintsugi Life Lessons: Things are More Valuable When They're Broken

I almost lost it years ago when my then three-year old son broke a hand-painted Victorian cake platter. The plate held particular value for us as it was the wedding gift of a genteel octogenarian friend--who had inherited it from his mother.

I'm glad I kept the platter's broken pieces. Perhaps they will have new life with the remedial help of Kintsugi.

A post from  +Huckberry fills you in on the Japanese art of pottery repair : Kintsugi is about filling the crevices of your broken bowls and cracked cups with silver- or gold-pigmented mortar.

In addition to practical benefits, Kintsugi offers ephemeral insights: Things--people, places, cultures, etc.--grow more beautiful as they age, get broken and are mended.

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Mother of God by Paul Rosolie

This page-turning, real-life Amazonian eco-adventure was written by a young naturalist, environmentalist and insanely risk-taking adventurer +Paul Rosolie.

For fun and renewed faith in the human family--or at least one member of it, read Mother of God.

From +Goodreads:

 In a not-so-distant-time there were blanks upon the face of maps, tempting men with the riches and dangers of the unknown. Today, satellites have “pixelled in” the entire surface of our globe. Nonetheless a few places remain untrodden by the boot of map-making men: Madre de Dios (Mother of God), a region in the headwaters of the Amazon in southeast Peru is one of them, and Paul Roselie was the first to set foot there….

His journey began with a childhood visit to the Bronx Zoo, specifically the Jungle World exhibit, which left him with a vivid, indelible memory and set him on the path that eventually led him to Brazil. A dyslexic, Rosolie was a misfit in school, preferring to lose himself (literally) in wilderness. He also kept wild menageries at home, such as snakes and preying mantises. And when he was only eighteen, a British biologist running a research station in Amazonia, in southeast Peru, accepted him as a temporary research assistant … and from that point, Rosolie never looked back….
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