The power of standing out in the crowd
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Hi ,
“Good copy is clear, not clever.”
This is one of the Immutable Laws of Copywriting.
And I agree … to a point.
Copy should be clear.
But messaging is copy too.
And messaging needs to be memorable.
My operations manager pinged me on Slack the other day with a story that drove this home.
“My mom’s friend had a funny conversation with her young granddaughter. The girl asked her grandma why the local ice cream shop had closed. And the grandma explained that it can be really hard to run a small business, and sometimes it’s so hard that the business ends up closing. The granddaughter earnestly replied, ‘Don't these businesses know they can save hundreds of dollars with Geico?’"
Sure, there’s a nuanced difference between advertising and marketing — and the Geico tagline is firmly advertising — but in the end, it’s all copy.
It’s all communicating with an audience for the purpose of getting their attention and ultimately moving them to action.
In this case, the Geico messaging worked so well, a little girl remembered it and applied it to her local ice cream shop.
Where I’d like to land this memorable messaging plane is on the topic of differentiation.
Frankly, I don’t think there’s enough differentiation in tech communication these days.
And if a company’s communication (marketing, sales, advertising, PR …) doesn’t stand out, their brand and their product don’t stand out either.
That’s sad on a business front. But it’s devastating on a global front.
When a game changing, lifesaving, environment protecting, people-enabling technology doesn’t stand out, we all lose.
Yes, I’m a tech optimist. I believe that technology can save the world. (If you’ve been around for a while, you’ve heard my daughter’s story.) But if no one knows about these solutions, they can’t save the world.
Can your audience pick your company out of a crowd?
If you’re not sure, schedule a call with me and let’s see if we can strengthen your signal in the noise.
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