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Channel the Saran Wrap

By January 5, 2009February 18th, 2009Blogging, How To, Marketing, , The Business

The only problem with it is that it’s not environmentally friendly, so don’t channel that part of the Saran Wrap™, but grab hold of everything else and apply it to your writing, online, blogging and social media efforts.

Saran Wrap™ is:

1. Transparent. If you aren’t transparent, you’re hiding something, which makes you untrustworthy…people want to connect with people, not businesses, NOT smoke screens.Transparency is about being really genuine – don’t just be a car salesman, be a car salesman who loves sandwiches, tennis, his kids and the novel you’ve been writing for the last year.

2. Clear. Be clear about your mission, your goals, your industry, your philosophy, your blog topic, the scope of what you do. Clarity is about your own personal understanding and connection to your professional life and plan. If you aren’t clear, you’re confused, disorganized and ineffective – things that will negatively effect your productivity, overall business, relationships, etc.

3. Sticky. If folks just breeze on through your blog, website, store – you haven’t really gotten anywhere. You want to stick to them, you want them to stick to you, you want them to subscribe, bookmark, buy, sign-up, return, remember you. The point is to build a long relationship and have it expand over time.

4. Connected. Ever notice how it’s very difficult to get just a little bit of Saran Wrap™ off the roll? The wrap is so connected to itself, like brothers in arms, a VERY tight network. Use this in two ways: 1) build your own network via your blog and your social networks and, 2) encourage this network to tell their own networks about you as well.

5. ‘The’ word to the extent that people think your name represents the entire industry – think Kleenex™ here. Saran Wrap™ is a registered trademark brand name, the product is actually plastic wrap. Word of mouth and a good product has made them the industry leader, standard and mascot.

6. A Tool. One box, all you need. Saran Wrap™ has the container, the wrap, the cardboard tube that keeps the wrap in check, the metal teeth to cut the wrap. Have all of the tools people need at the ready. Make it easy for them to contact you, purchase your product or service, use your product or service, tell their friends about their contact or service, etc.

Join the discussion 14 Comments

  • Christy says:

    This is a great post! I was a bit skeptical from the outside (Saran Wrap is notorious for sticking to everything but what it’s supposed to), but this is spot on. I’m going to follow you and retweet. =}

  • Moms At Work says:

    So clever! I wondered where you were going with that headline!

  • --Deb says:

    One problem, though … Saran Wrap is not only sticky (which, as you say, is good), but it’s clingy. You have to be careful not to let your posts get too needy, too “all about me.” If you get too wrapped up in yourself–as Saran Wrap does–people are just going to get frustrated and throw you in the garbage! (Figuratively speaking, of course.) (I hope.)

  • Sandra Foyt says:

    “Glad” for the metaphor. Sorry. Bad pun. Great post!

  • Julie Roads says:

    Deb – good point. You certainly do not want to be clingy – I chose to see the positive sides (ie. sticky and connective).

    Sandra – that is hilarious. GREAT pun.

  • Barbara says:

    That’s awesome. I will never think of Saran Wrap the same again. :)

  • Michael D says:

    Excellent post! I love the part about becoming ‘the’ word best. It’s so powerful.

    Thanks to Barbara for sending me here.

  • I’m always telling students that images have to explode in an audience’s mind like a blooming onion. Instant picture. Saran Wrap does just that. It’s a great image for a blog, and communicating in the new social media community. Very nicely done!

    Speaking of community and communicating, boy did I get kicked in the head by the Twitter phishing. Through my own carelessness, it looks like I’ve been blocked from most of the people I’ve been enjoying communicating with! Trying to figure how to get back into the conversation….

  • Jonathan says:

    Great post; I love the Saran Wrap metaphor. The coaching to be transparent, connected, and sticky resonates especially, I think – and its inherent wisdom goes far beyond writing. Think of the progress we would make in our groups, communities, organizations, and even societies if we focused on being transparent, connected, and sticky (but of course, not too clingy as has been mentioned). That’s the world I want to live in. Thanks for making it… well, clearer.


  • Julie: I love the Saran Wrap metaphore, and like Michael D, above, #5 resonates with me the most. When people think “home stager” I want my name to pop into their head immediately.

    I’d like to suggest a #7. “Simple”. Saran Wrap is simple. No fancy bells or whistles to complicate things. It does a fantastic job in the simplest possible way. Find the simplest way to get your point across, and your post will ‘stick’ with your readers.

  • Julie Roads says:

    Michelle! I love ‘Simple’! That is awesome…and so true. Thank you for chiming in…my readers ROCK!

  • Anne Mayhew says:

    Great post. Great advice that sets to bar high and gets you to achieve your goals.

  • OK, I’ll be honest, I saw Saran Wrap and immediately thought of baked goods…but whatever gets me here, right? LOL Anyway, terrific post. And I plan to share it too.

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