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Humans are hardwired for stories. Our earliest communities used storytelling to transmit beliefs and information from one generation to the next. Even today, we teach our children to respond to stories, whether it’s The Tales of Peter Rabbit or The Time Aunt Becky Got Smashed during Christmas Dinner.
Today, marketers use stories as a powerful way to connect with consumers. You can use storytelling to sell too, if you know when and where to use it.
Most marketing campaigns can be stripped down to one of two themes: build the dream or stop the pain. Marketers tend to favour stop the pain. After all, not everyone has a dream, but everyone has a problem.
As a copywriter and creative type in general, I’m a big fan of the Apple brand and its many polished products. But it hasn’t always been easy to be a member of the Apple faithful. In fact, my loyalty has been tested by two elements: fire and water.
Words carry emotion. Words like hope, freedom, desire, sale and cheap inspire emotional reactions deep in the limbic system. Given the power of these emotion associations, it’s no surprise that copywriters use them to propel people to action. Yet, there are potential pitfalls. Let’s look at how different companies are using emotional language to see what’s working and what’s not.
We all know that B2B marketing differs from B2C. B2B’s longer and more complex buying process has implications for marketing — and your web copy. Here are some tips to get your B2B web copy right.
Humour is a great way to sell. It catches people’s attention, engages them, and injects an element of humanity into otherwise static information. People love to be entertained, and if you can keep them amused while promoting your products or services, then all the better (nice job, Old Spice). What’s more, humour can be a great way to distinguish yourself from the competition (take a bow, Groupon).
Good marketers and copywriters alike know the more you understand your target audience, the better job you can do writing and delivering your message. Sure demographics help — age, location, marital status, ethnicity and religion. But you’ll have a much richer understanding of your ideal customer if you get to know their psychographics — their lifestyles, behaviors and attitudes.
Marketing is a critical lifeline for any business. It helps identify, attract, satisfy and keep customers. So we asked creative professionals in the marketing realm: What’s a key marketing element most businesses neglect?
Does your website content confuse visitors or inspire them to take action?
The single most crucial function of any business website is to get people to act, whether it involves calling you, emailing you, buying your product online, or getting off their butts and into your store. Writing in the passive voice is often awkward and confusing, and does not induce desired action.
