When choosing a bank to open a personal account you always seem to hear the same things around low fees, dedicated customer service, savings opportunity, what other services they offer, etc. You can essentially walk into any major bank in every region of the U.S. or jump on their website and hear identical sales pitches from a rep.
However, in a world where there are thousands of hours of fresh content uploaded every second, repetition becomes boring. By now, we’re all familiar with at least one brand that got attention simply because they sounded different from everyone else in their niche. Although they might be sharing similar ideas as their competitors, it’s something about their words that clicks with people and attracts them to the brand.
The same thing happens with marketers and campaigns that have become accustomed to using the same old marketing language in their campaigns—the audience quickly grows bored, and most of the time, the only people that stick around are those who are already familiar with the terms being used because they’re in the industry themselves.
Fortunately, there’s a simple way to fix this issue, which boils down to avoiding clichés and learning a new language
A starting point for getting creative and reaching more people by making them interested in a company and its products is to cut away any words from the copy while still retaining the original meaning of the email, article, or post. This can be very difficult to do, because most of the time, marketers quickly become attached to the words they’re putting down on a page. However, cutting down unnecessary and empty words means that the readers have something the brand respects.
Everyone knows the popular marketing statement where brands should be using the “power of storytelling”
Even though we’re all very familiar with it, marketers are constantly repeating it—and by the 1000th time people hear it, it usually has lost all of its meaning. Instead of preaching to readers, using inspirational or motivational quotes to get them to take the desired action, try changing the language and really tell those stories, and sounding human.
Being specific in content for marketing campaigns is another easy way for marketers to get people’s attention. It shows that the company knows the facts it’s talking about and portrays the brand as an expert in their field. It also helps paint a picture in the audience’s mind that, when polished creatively, can easily lead them to share the same information to their social circles and contribute valuable word of mouth marketing.
