Today’s marketing landscape is littered with overly-polished copy that comes from a place other than the heart.
I’m not against sharp copywriting (on the contrary, I’m a huge advocate for brilliant writing) … but like highly-produced video, it’s not needed all the time.
Sometimes, simply writing from the heart (of the brand) works a treat and cuts through because … well, it’s refreshing.
Exhibit 1 your honour: This email I received yesterday from Aussie Broadband . Unlike 95% of brand emails, it got under my guard and I took notice (and of course, I’m now sharing you).
👉 Keep it simple.
👉 Keep it real.
👉 Know your brand (and what it is you stand for).
👉 Know your audience.
👉 Don’t get too cute.
You’ll do okay 🙂
Of course, it helps that Aussie Broadband is a pretty good business – its product is top-notch (I switched over to them because of the avalanche of recommendations from friends) – its customer service is A1 – and their approach to communications is authentic and down-to-earth (in keeping with their brand).
#FromTheHeart #communications #brands
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