Guess what? Your story is worth telling – and so is ours ??

Guess what? Your story is worth telling – and so is ours (no, you hang up).

Here’s a challenge – try to suppress a yawn after reading the sentence below:

The Creative Copywriter is a creative agency that has been delivering expert strategy and powerful words since…blah blah blah.

Ok, challenge number two – try not to devour every word of the next mini-paragraph:

Who is the Creative Copywriter really? We create strategy-powered words that sparkle – fusing psychology, science, and art. So businesses can get the results they need (and deserve).

You know which one you’d want to read, right?

Of course, the above is just a snippet. But your complete brand narrative needs to answer all the questions your customers want answered. It needs to get across what you do, how you do it, and why you do it. Essentially, it should be your “North Star”, guiding all your messaging.

We’ve been working with our good friends AECOM to do just that – so they have a cohesive, powerful brand narrative that perfectly tells their story.

Here’s the nuts and bolts of what we’ve been doing for them:

• Conducting in-depth stakeholder interviews and collating VoC data, so we approach everything from the outside in
• Building a tone of voice that differentiates them from the sea of noise
• Using strategy-powered words to truly engage their audience
• Telling their story in an authentic way that communicates their values and purpose

The results are incoming…and I can’t wait to share them with you all.

KONRAD’S KILLER KOPYWRITING TIP

Hands up, who loves a Venn diagram? Well you’re in luck because I have one up my sleeve – and it’s all about how to differentiate your brand narrative.

When you’re creating your verbal identity it needs to be well thought out and hit the sweet spot you can see above.?

But how do you get there??

Your brand narrative must be:?

→ Relevant to your buyers

Carry out buyer interviews. Understand their pain points, triggers, and desired benefits. What are their perceived barriers? And what comparison factors are they mulling over?

→ Different to what competitors are doing

This is where a competitor analysis comes in. When you look at exactly how they position their offerings, their benefits, and more importantly, the words they’re using. You can do it differently – and catch eyes as a result.

→ Authentic to your brand

You don’t want your brand to swim like a duck and bark like a dog. That’s a recipe for confusion. There must be consistency across ALL your marketing material, but also beyond it, to customer service and the experience of your products or services.

→ Durable and consistent

Will your brand narrative stand the test of time? We don’t have a time machine, sadly. But you can make your best guess and keep in mind what the future could look like.?

Follow these rules of thumb and you have a more than likely chance of creating a powerful brand narrative. That’s not only you, but authentically you.

COPYWRITING AND AI IN PRACTICE

Juuuust in case you were about to hit on ChatGPT for your brand narrative…it’s not going to deliver.?

Simply put, ChatGPT (or Bard, or any of these LLM-based chatbots) is incapable of original thought and creativity – two of the most crucial ingredients for a successful brand narrative. And the more people use these tools, the more generic they become. And the more bland, boring, seen-it-all-before brand narrative you get as a result.

But there are some incredible ways AI can help build out your brand’s story:

• Use Fireflies to take notes from buyer interviews and give you a handy transcription and summary at the end.?

Note: Make sure whatever tech you use is GDPR compliant. Currently, ChatGPT is not.

• Use a tool like Neurocreate for inspiration and brainstorming. It’s a super-helpful tool for ideation – helping you to nourish and foster the creative process.?
• Use Wordtune Spices for injecting spicy wordsmithery into your copy. Analogies, tone of voice experimentation, and (kind of funny) jokes. But treat it as a sparring partner, not as a copywriting replacement.
• Use GummySearch to analyse voice-of-customer data, so you can use real insights and wording in your narrative.

Remember, when approaching your brand narrative and voice you need to zig whilst others zag. AI can’t bring the same life into your story that a strategist and writer can. But it sure can help!?

FANCY SOMETHING TO READ?

Want a big list of things that AI can’t do??

Here you can check out a list of all the uniquely human elements of our jobs that are safe from AI.

Just in case you needed that boost in your life today.

PREFER TO LISTEN?

I recently joined Agencynomics to give my ten cents on how agencies can stand out from the bland.?And 95% of this applies to all B2B brands.

I cover why marketers fail at differentiation, why it’s so dang crucial and exactly how to go about it.

Listen to the full podcast here .

Love Konrad x

P.s. Want to spice up your brand’s copy?

Set up a call with me here