Words Can Make It Or Break It

ALLMARKETING

Apr 28

We all know messaging is what gets it done. It doesn’t matter how lovely your design is, or how beautiful the photo you posted is, it is what you say what makes it or breaks it.

Here is an example of that I mean: have you ever browsed through the clearance section at a TJ Max or one of those big box stores and seen some pretty packaging with copy that reads something like this:

Glow

BEAUTY MASK

(With a pretty picture of cucumbers)

I get it. Minimalism is a thing, but there is the bare minimum you should do to lure your audience to connect with your brand don’t you think? So, what should we do? How can we give out brand a personal, authentic voice people can connect with?

We Craft it.

If you have a personal brand, it is easy. Use your own voice. Record yourself talking, write as if you were talking to a friend, or my favorite exercise, vomit it all on paper, and pick up parts you absolutely love. Don’t change a thing! (Unless your grammar sucks) Write as you speak and make your English teachers cringe. That’s right! This is social media y’all. You aren’t writing a book 🙄 so ‘three dots only’ can be ignored.

BUT, and all caps BUT. If you don’t have a personal brand, or you don’t want your brand to sound like you… you have to create a brand persona. A brand what?

Do you know when you were a kid and created ‘ Tom’ your imaginary friend? Same thing! You know how Tom had qualities, looked a certain way, and said funny things? SAME THING!

Your brand is your imaginary friend. It looks and talks a certain way. So my best advice for good messaging is to make it sound like a real person. Make it say things a human would say and not a bot.