1. ‘What’s in it for me?’

If you can’t answer this question, then your target isn’t going to listen to what you have to say.

2. Define clear goals (and ambitions)

Don’t run and think at the same time. Before you take off flying, you should already know where you’re running to and, as important, where the finish line is.

3. There are no one-off campaigns, just conversation starters.

Stop thinking of your campaigns as isolated, one-time deals. They are not. They are conversation starters and the first step towards dialogue.

4. Movements sell

People are not as individualistic as they’d like to think. In fact, they want to be part of a larger movement. Create platforms that are accessible and easy to share.

5. The sub-plots can be as important as the plot

It’s easy to think only in big story (campaign) lines but you’ll often get the most mileage out of sub-plots targeting specific communities. Script out your sub-plots as meticulously as you do the main story.

6. Think outside-in

It’s so tempting to think only about your brand and its goals (inside-out). But cross-media requires thinking outside-in. Understand what is going on in the world, monitor how well your playing into those events and continually think of new ways to link your brand to what’s going on with your target. And not the other way around.

7. Pro-act

We live in the Age of Re- – we react, retweet, redo. If you’re going to distinguish your brand from the rest, you need to devise ways to stay ahead of the rest.

8. Synchronization

This is such an easy win: seek out the synergy between all your communication and sync all your channels to the same content. Surprising how few organizations have synced all their media.

9. Cultivate a culture of Forgiveness

Fail, fail better, fail harder, try again. Not everything is going to work, especially not the first time. Make sure everyone knows that’s okay, and encourage your employees to keep trying.

This cheat sheet is supported by the copy machine of Lemon scented tea. Follow on:

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