Published: September 22st, 2015
If I had a dollar for every time a T.V. or radio commercial asked me if I had back pain or was looking for a faster or easier way to do something I would have enough money to pay back my school loans and then some. In marketing it is easy to get trapped in the same run of the mill content marketing strategies.
I definitely felt that way; I am a creative writer trying my hand at a blog all about business. I thought there was no room for me to use my creative writing skills in marketing. What I’ve found though, is there is plenty of room for my imagination in the big bad and sometimes boring world of business.
Some of the best content marketing writers take a page out of the book of other styles of writing. Why? Because all audiences want the same thing, to be informed, interested, and entertained. They’ve mastered how to sell a story to consumers.
There are a couple rules that poets, screen writers, authors, and marketers alike have in common. They all have to capture their audience, be clear, concise, informative, and successfully sell their product and vision.
The number one thing content marketers, or all marketers in general really, have to do is captivate their audience. The best way to do this is to “show not tell.” As a poet I aim to tell a story in a way that puts my reader or audience in my shoes. Marketers do the same thing, introduce your brand in such a way that your audience identifies with who you are, what you do, and what you’re selling. If it fails to story tell if fails to sell.
Now let’s apply some of those creative writing skills. Let’s say you are a small retailer that sells portable cell phone chargers, called “Certainty” rather than opening with “Does your phone always die when you need it most?” a closed ended question that will lose your consumers interest the moment they say “yes”. Instead open with a group of friends out at a party and one suggest “Hey let’s take a selfie” then they all turn to each other like “Can we use your phone I’m on 3 percent.” “Sorry mines about to die too” now that’s a scenario that will automatically make you say “that happens to me all the time!” You’ve presented the same issue but did not ask a question we’ve all heard a million times. You have given your audience a story lines that they can identify with, you’ve made them a character in the story you have started to tell.
This plays right into another rule that all genres of writers have in common. Your character should always want something, whether it’s happiness, true love, to save the world, or in this case, a way to have reliable battery life all the time. In the marketers mind, that “something” they want should be the product or service that you can provide.
So as looks of disappoints are traded from friend to friend over the loss of being able to capture the moment. Just when all hope seems to be lost one friend pulls out her Certainty portable charger from her bag. With a grin she says “No worries, I have my Certainty portable charger”, to which another friend says “Certainty saves the selfie once again!”
And scene! There you have it, you’ve checked all the boxes for great content marketing but you did it by incorporating different writing skills. There’s even a poetic device in there. “Certainty saves the selfie” a flawless use of alliteration that’s catchy and will be ingrained in your audiences mind. You wrote a story that captivated your customer, and made them think, “If I want my story to end like this and save my selfies, I better by a Certainty portable charger.”
Weather you write funny tweets, mystery novels, poems, or commercials, there’s room for all kinds of writers at the marketing table.