And then, in these uncertain times, the only certainty is that everyone starts their emails with “in these uncertain times.”
How does this reflect on Branding messaging when every other brand also starts with “in these uncertain times” or “We’re in this together” message?
You know it already. I won’t sprinkle some golden magic dust to let you know that you need to stand out. But how can you do that when your hands are tied? Your deliveries are stopped indefinitely for not being deemed essential?
Well, there is one variable that you can play with. And this variable is your Content.
How to make it look that your solution is an antidepressant boost shot, a calm lavender bath and a shot of tequila, all in one?
Take your content (bio/web page about/product or service description/your next cold email) and give it a shot in the arm, pepper it with attitude in an uplifting way.
There’s an old Ben Franklin quote that says: “If you would persuade, you must appeal to interest rather than intellect.”
Good, juicy writing to introduce your brand, your services or products is an undeniable competitive advantage that you can compound on.
It's like a moat around your castle that you dig deeper and wider while also throwing piranhas, and explosives in it to prevent a competitor from entering, or gain a massive advantage on.
Because unless you’re building a revolutionary way to get to Mars or have the bulletproof vaccine for Covid-19, you have some serious competition out there that you need to stand out from, attract investments, provoke curiosity from the media and spike interest from your clients.
You can have remarkable technology and you can have great, dedicated people, but if you can’t sell your vision or how you stand out – that is very heart-breaking, because you won’t be able to raise funds, excite clients, or awake interest.
You might not be a wordsmith that can brag about his writing style and originality. Leave that to some badass copywriters. But what you can do is make your writing feel fresher and more fun.
Pick and choose from the following 5 content boosting tips and make your own magic.
1. THE “HELL YES” CODE - This approach will make your ideal audience bookmark your brand and mentally place you in the “Rockstar category” and share it with their friends, business partners, their pets…you got the gist. We often look at our services or products as a given, or are guilty of the “obvious fatigue” element. This makes us oversee what makes it stand out. That’s why bigger brands will even bring someone from the outside of their industry, to help them freshen up and see with new eyes their “cool factor”. This will help them present and write about it in a way that will make their clients say "hell yes" when thinking about them.
Find yours. Use it. Brag about it.
There is a cool example in dating world with a similar parallel, stated by Mark Manson in his “F*ck Yes”Principle.
2. DON”T SETTLE FOR THE ORDINARY – don’t ever get fooled by such a naïve thing like a synonym. It doesn't exist. Every word has a soul and a purpose to fulfil. Why do you settle for the same bare commonalities like “nice” “very good” or their alikes? In a language (English) where you have about 10,000 adjectives, 2,123 adverbs, 46 conjunctions, 77 interjections – you settle to describe your products/services with the same ol’thang of “we promise the best quality”? Go for the words that are charged with meaning. And those extra few seconds that you spend in search of a better word will pay off in doubles or triples, if not more.
3. WIT AND BANTER - If a president can have a gag while talking policy at the State of the Union address, surely you can afford to add a funny bone to your message. There are many brands that include humour in their communication, and even during a pandemic, they’ll make you smile and fall in love with them.
4. NO JARGON CODE – Save your audiences from this little bad guy, because some won’t bother to check what it means, and others won’t dare to ask out of fear of looking stupid. And you’ll lose without even knowing, both molla and clients, investors and the needed support. There is a fascinating science challenge where researchers need to explain their work to a panel of judges of 11 years old children. Complex research about black holes or novelty cancer drugs are made simple, and introduced in a language that's clear for children. This means that we can play a little and rid your copy and content from the splashy, intimidating jargon, that won't serve your clients. The simpler you can make it, the more chances you have to resonate your message. Start from this simple campaign message "It's like milk, but made for humans" - dead simple, yet cheeky - and it introduced the world to the, now, no.1 brand of plant based milk, Oatly.
- THE JUICY END - More often than not, we tend to make an impressive, big opening, and wow the audience, in what we write or present, with a BIG catchy intro. We then swiftly transition into an animated “core of the question”, and somehow completely forget to give the same attention to how we end things. But you see, the way you end is just as crucial as your beginning. From100 of the most powerful New York Times, Fast Company or Malcom Gladwell’s writing you can draw some powerful conclusion from this analysis piece on how to make great endings.
So, roll up your sleeves and revive parts of your content by starting small and using the above tips. Don’t fuss it. You now have some guidelines to follow.
And if you feel like you’re drowning, you always have me.