Just like everyone, I spent a healthy part of my quarantine on LinkedIn, observing how different businesses chose to communicate. Some brands took the opportunity and shined; showing great leadership and compassion and ultimately hope and a roadmap forward. Their words and actions will undoubtedly remain as customers and users will remember them kindly.
Besides a few local businesses, I was surprised how tone-deaf, uninspiring and cliche some sounded. They seemed out of touch with what was happening.
Many of the brands that didn’t grasp the importance of having a true voice, will learn in the coming months that their reputation has irreversibly suffered.
Having a voice
Just like the difference between a designer and art director, it’s time to differentiate between people who write and people who say things.
Words, just like great design, should convey a big idea and create a gut feeling, not just convey dry information.
With all those words out there, you need ones that connect and stand for something. Words that communicate clearly, but also know how to inspire, convey empathy & express hope. Words that convey leadership and that have an opinion. Words that aren’t just used for marketing purposes, but define the DNA of your brand.
Today, more than ever
Today, more than ever, companies need to constantly articulate their vision and communicate their value. They need to respond to the new context in which they are operating and understand the new mindset of their users. In short, they need words.
Smart words that are suited to the new state of mind. Words that are charged with meaning and feeling.
They need words that are born in creative thinking. They need simple words to convey complex processes. They need words that can tell a story.
But, you could say that’s what a copywriter is for, right?
Copywriting vs Serious Writing
Yes…But….Most copywriters are primarily focused on form. They make it sound good. They make it sound professional but rarely go beneath the surface to truly understand your business, your customers or the eco-system in which you operate.
Serious Writing on the other hand is focused on substance. It seeks to understand your essence, your unique proposition and the possible place it can fill in your customer’s life.
Good, serious writing balances between psychology, journalism and marketing.
Ultimately, when you break it down, I am a storyteller and a problem solver. The kind that companies and organizations rely on for their brand DNA, culture and long-lasting reputation.
I bring over 15 years of international experience across multiple sectors as a strategic storyteller helping shape the unique way business communicates, defining USP’s and products.
I don’t believe in gimmicks, short-cuts and copy paste. I am best-suited for ambitious businesses who want to create impact and challenge the status quo.