There are plenty of cost-effective ways to market your business online – Facebook advertising, digital banner ads, Google AdWords – the list goes on and on. Your audience is likely browsing on their smartphone anyway, so why not try to reach them where it’s most convenient.
Have you ever considered how a single salutation can influence your brand? Are you hip and cool like a “hey,” or are you more buttoned-up like a “good afternoon”? Not sure what exactly we mean, let‘s dig in…
As a copywriter, I’d like to think I have a pretty good understanding of the power of content. Depending on the tone, a well-written 5-word phrase could bring on a smile, evoke tears or make a powerful statement. A novel can shape the way a generation thinks. And a commercial script can be talked about long after the Super Bowl ends.
But when messaging hits a melody, something magical can happen. The message goes beyond water cooler chitchat and starts spinning off of everyone’s lips when they least expect it. A musically and lyrically well-written jingle can stick around for a long time and add some serious fuel to brand recognition.
All of my coworkers assumed that when I was given the “write about what inspires you” prompt, I was bound to write about my obsession with shopping. But, no! I’m not going to do that! Instead, I’m going to tell you a bit about my admiration for a solid brand voice – in particular – the brand voices of my favorite retail companies. (Okay, okay… so maybe I’m writing about shopping after all…)
As a copywriter, I find a bit of inspiration everywhere I turn. From a punny line on a store bag to a special event email, I appreciate the brand voice idiosyncrasies that appear within each form of marketing. And when it comes to retail, the brand voice is especially critical.
About a year ago, one of my awesome co-workers wrote an article that pointed out all of the misconceptions about graphic designers. And since the majority of my friends, and even my parents, don’t really understand what it is I do everyday – I thought I’d bring to you the copywriter edition.