Observed

New York Times auto writer Lawrence Ulrich sights a Buddhist monastery and sees a connection to how the new BMW 6 Series handles on the winding ocean-side roads of Northern California. Does this willingness to take chances with storytelling suggest anything for the way we handle marketing content for professional service providers?

So, OK, I’ll admit that a journalist covering the auto industry isn’t exactly analogous to someone writing for business readers.  The keyword here, however, is exactly.

Because Lawrence Ulrich has something to offer those of us who order, create and approve content for law firm Web sites, client brochures and such.  As auto writer/critic for The New York Times, Mr. Ulrich takes a technical subject that’s part of everyday life and makes it come alive.

Decide for yourself.  See, for example, whether the wit and intelligence in this piece about BMW’s new 6 Series doesn’t suggest how your looks-and-sounds-the-same-as-everybody-else’s content might acquire some zing and become more engaging.

I could go on and on.  Of all of the things I like about this article, here’s a passage that made me laugh out loud:

With both of those optional onboard systems, along with chunky 20-inch wheels and tires, the 650i felt unflappable along Route 301 near Carmel — almost an affront to the nearby Chuang Yen Monastery, whose Buddhist monks might take one look at the lavish BMW and advise, “Peace comes from within, do not seek it without.”

Yes?

The Battle of Jericho, Julius Schnorr von Carolsfeld, 1851-60. Joshua and the Israelites marched around the walls of the fortress seven times before blowing their horns and bringing down the walls.

Looking for a good way to be remembered?  One route is literary.

Another way is more quantitative than qualitative.  More about deployment than style.

I’ll call this one The Rule of Seven.

Most behavioral psychologists will tell you that it takes between about five and seven impressions for most humans to store anything in their long-term memory.  Short-term memory, BTW, lasts about 18 seconds; long enough to remember, for example, a phone number. (more…)

I’m a big fan of consistency.  And its cousin, repetition.

These qualities make a lot sense…most of the time.  Such as getting in the habit of flossing my teeth.  Or, putting together an effective ad campaign.  Or, getting my Sunday New York Times delivered every Sunday.

I want some things the same way pretty much every time I want them.

Except when I write.  Or communicate.  That’s when a little variety every once in a while can help. (more…)