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Friday, April 13, 2012

What a Writer Brings to Your Brand

Having a fiction writer (or at least someone who fancies herself/himself as one) is a great boon to your marketing department. The art of storytelling is ingrained in writers. Who better to capture your business' story or mission? We understand tone and don't become overwhelmed when you suggest we blog daily or write an article in ten minutes. We're writers. We write.

My one difficulty in entering marketing has been telling the same story over and over again. Marketers believe in the Rule of Seven that you must bludgeon your prospect with the same marketing message seven times before they act upon it. As a writer, I have no problem sticking with a voice or branding, or even conveying a consistent tone but saying the same thing over and over again in the exact same way can be challenging.

The beauty of social is that this is beginning to change. Content marketing is starting to receive the publicity it needs and is becoming the way marketing is done. (Again a writer would've known you should always write for your audience. Not sure why this is being billed as something new among marketers.) Content marketing has us providing content our audience craves, at the time that they want it, in a form they find palatable, in a way that is easily shared. Marketers are now trying to create magnetic content that will spur their audience to action. Since our audience is mobile and evolving (with many taking to the Interwebs to research products before purchase) it is possible that marketers will slowly move away from the Rule of Seven. After all, consistent messaging and repeating verbatim your same value proposition are not the same.

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