I began my career as a copywriter and at the core, it's still how I think of myself. I love creating emotional responses, telling stories and drawing pictures with words. (This could be due to the fact that I cannot draw them any other way!)
But I've always believed that many marketing writers have missed the point. We're not supposed to be so clever and so fancy that we confuse people. We're not supposed to use inside jargon or bloated words (empower, paradigm, etc.) that have been so badly overused that they are meaningless.
We are supposed to talk like regular human beings.
Check out this black Friday sales e-mail from the StoryPeople organization, located in my home state of Iowa. (click on the link to see their cool building!)
Sure, they're announcing a sale but listen to how human they sound.
Subject: Happy Bright Friday! Yippee! (because calling it Black Friday is just too bleak…)
Did they make their point? Sure… they're having a sale. But they did it in a way that sounds quite human. And also very true to their brand. Can you imagine seeing an ad that says "because we're swamped right now & that would push us completely over the edge?" I'd like the company that had the courage to do it.
How about you? Could you copy use a little humanization?
By the way… thanks to reader Rebecca (love that Rebecca!) for sharing the e-mail copy. I'd never h eard of the StoryPeople before, despite their Iowa location.
But, I see that they're selling a book by Twitter sensation Tim Siedell (twitter name: BadBanana) who I knew way before he was twitter funny and he guest blogged here while I vacationed. Tim and I share a love of branding, Disney and David Ogilvy. He blogs too. He is a twisted sister of funny, so check out the book.