Taglines, punch lines and brand development people all start by focusing on your uniqueness. If you talk to most marketers, one of their first questions is “What is your Unique Selling Proposition or USP?”
If you don’t know, they move onto the heartening, “There are thousands of businesses in the same industry as yours. What makes you different from them? Why should people buy from you and not them?”
Writing is a fascinating exploration into the human mind. The right words can move you to tears, make you want to buy, or turn your insides as warm and gooey as caramel custard. The wrong words can turn you instantly off a person or a company, send you into a rage, or make you totally confused about the point someone is trying to make.
Trust and credibility are your golden tickets to a successful business. One of the key ways to boost your credibility is to offer rock solid guarantees of your product or service.
Trying anything new triggers an anxiety response in humans. Our brains are hard-wired to be cautious, which worked well for our caveman ancestors when trying new berries, but can become a problem when you want someone to buy your goods or services.
Growing up as a leggy teenager going to an all-girls school in suburban Campbelltown, I first thought being irresistible was drowning myself in Musk Oil while swishing my long Farrah Fawcett hair.
At my first disco with the local boy’s school, I came in for some focused attention and wandering hands, as I was broadcasting raging come hither signals when all I really wanted was someone to go see Star Wars with and share a bucket of popcorn.
After that fiasco, I studied in-depth articles in the fount of all wisdom – Dolly magazine. They were filled with sage advice such as “Be yourself” and “Let the true you shine through” and I took it to heart.
Legend has it that Pablo Picasso was sketching in the park when a bold woman approached him.
“It’s you – Picasso, the great artist! Oh, you must sketch my portrait! I insist.”
So, Picasso agreed to sketch her. After studying her for a moment, he used a single pencil stroke to create her portrait. He handed the woman his work of art.
It’s that most wonderful time of the year again. The time when you and your team sit in front of a carton of blank Christmas cards ready to spread a bit of Christmas cheer with your clients, suppliers or employees.
However, writer’s block is particularly pernicious at Christmas time. You sit down with positive dreams of allowing your creative copywriting juices free reign and then end up repeatedly just scribbling your name like a demented pre-schooler.