I just got finishing reading a blog about how one marketer spends time with her clients, primarily artists, learning their vocabularies before writing their ad copy.
She crafts authentic ad copy that will emotionally resonate with client customers.
NAME WITHHELD shared that good copy starts by using the right words. According to NAME WITHHELD, the right words originate with the client. She spends time with each clients [sic] to learn their [sic] vocabularies. This tone is reflected in outbound copy to accurately represent the brand with target customers.
NAME WITHHELD noted that when clients are true to the brand they will find their tribes, meaning that when the brands are authentic it will attract like-minded brand lovers with similar interests.
NAME WITHHELD’s final recommendation: Create an emotional connection with customers by using the right words that reflect an authentic nature of the brand. Read more
This “review” is saying that if you build it, they will come. Or, if you speak a foreign language, others will want to learn it just to buy your product or services.
Which we know to not be true. For pity’s sake.
Since when do we write ad copy that speaks to the company, not to the audience? (Forget that some hellish company execs can mess up a good script.)
Writing to the audience is what we as marketers do.
What good are we if we just walk around mumbling to ourselves?
And when was the last time you saw a feature film with an opening speech by the director or film company owner? That would be a mood killer, and it would belie all of the work you’d done on your film to help your audience immediately identify with your story.
So … Who are you really web writing for??
I hope you realize that your business web site, and your blog, is all about your potential and existing customers.
Your web persona isn’t about you — it’s about your audience. You want to hit on their tone, their vocabulary, their hopes and dreams.
Pay attention to web sites such as Harley Davidson’s web site, which in its current incarnation primarily shows sexy, hi-tech studio shots combined with travel and adventure. These shots and any language that accompanies them are about the customer’s hopes and dreams. The brilliance of not including people in most of the shots allows the customer free license to insert him or herself.
Geico’s gecko allowed whimsey and humor to enter one of the world’s dullest and most necessary industries, car insurance, without a single mention of a mortuary table. The web site itself isn’t whimsical, but it is easy to use. It doesn’t allow client words to get in the way of simplicity.
Old Spice‘s “The man your man could smell like” was a runaway hit — one of the few clever ads that doesn’t let you forget the product. “Anything’s possible” with Old Spice. Old Spice’s web site features clever graphics you have to figure out, as well as classic Old Spice language that will appeal to man and gift giver alike: “Make your eyeballs smell good.” Few words. All man.
In short, when writing for the web, remember whose persona you’re writing for, and that you take aim at their hopes and dreams.