In an age of rampant misinformation, online marketers can’t afford to sound disingenuous. It’s imperative for your messaging to sound (and be) honest, compassionate and above all factual. So if you’re still grappling with old-school debates about how many characters subject lines should have or what’s the best time/day to send an email, maybe back up and look at voice vs tactics.
Find Your Voice. From the dawn of advertising, actual “mad-men” (e.g. Madison Avenue giants like Ogilvy) embraced the axiom that “half of all advertising works but no one knows which half.” Such a great line if you’re swilling a martini in 1961. Successful retailers in this century, especially in these uncertain times, have ditched that haphazard marketing mindset. Listen and learn from the brands many trust.
- Outdoor outfitter REI’s “About Us” page exudes the humanity behind their core mission: “We believe that it’s in the wild, untamed and natural places that we find our best selves, so our purpose is to awaken a lifelong love of the outdoors, for all.”
- Starbucks, for all their PR missteps, still speak of the human connection that evokes their Seattle hippie roots: “It’s just a moment in time – just one hand reaching over the counter to present a cup to another outstretched hand. But it’s a connection.”
- Tom’s of Maine puts meaning back in the word natural: “We believe in living for today—and tomorrow! Because our decisions have a lasting impact, we make them thoughtfully.”
Tell Your Story! Even a smaller marketer can build a loyal customer base by telling their story and expressing genuine passion at every point of contact. Start with an articulately honest “About” page. And if you’re contemplating doing an A/B test for your next email blast, make sure both approaches resonate with your audience.
If you need help with the words, give me a shout.
Brandmoon: Words Matter 