I had a mentor that once told me never to ruin a joke by explaining it. So I’m not gonna tell you, nor Shania Twain, what the twist is…but I have to tell you something. I’ve been working in marketing for 9 years and I hate it when all that matters is making money fast and effortlessly.
I became a copywriter because I wanted to use my creativity. I was creative and I loved idea binging, that was always my narrative. So there was never any other way for me. Because I’m no JK Rowling. I’m no native English speaker. But once I entered this world of advertising, I realized that what I wanted to write was not exactly what I had to write.
What mar ka-ching should have been
I wanted to write insightful twisted concepts, yet the majority of my texts were all aggressive calls to action, like Buy this, buy that, get the discount, don’t lose the promotion, hey, sucker, you forgot a product in your cart. I’m not gonna be a hypocrite. You have to include these pieces of content if you want to stimulate the target to move into a more actionable mindset, but I don’t want to focus on this stage. Mar ka-ching, give me a break!
I’m more into creating an atmosphere, into gathering a tribe of my own, connecting with the people I sell to, offer and receive a human touch out of every meeting. Hmm, that came out wrong. Finally, what I want to say is that my vision of doing advertising is talking to the right tribe and naturally encourage them to move forward into the buyer’s journey. Not because I trick them into buying something that doesn’t fill any need or any desire, but because it feels right and it offers an emotional reward. Hey, ROI is still on the table, I’m not living out of exposure and neither should you. But rather than asking for money (or collaborations, in my case), I’d like to earn it. And that’s how I develop my concepts for my clients, too.
make the slogan bigger’s approach
You might have heard of the 4Ps of marketing or the 7Ps of marketing. Let me give you the 3Cs of make the slogan bigger:
And forgive me for ruining the joke, but this I have to explain: Why Creative? I write creative pieces of content. Not art, not always purely original (cause you have to keep the trigger for people to relate to). But creative from a warm and fun perspective. It’s different, but it’s relatable.
Why cool? I’m not the coolest girl in town. All my life I used to be a nerd, but my pieces of content make you feel cool. Cause’ I don’t use an enthusiastic tone of voice for nothing! And I believe that my role is like one of a leader’s – if you feel important while talking to him, he’s a leader. If you feel he’s important while talking to him, that’s just a boss. So I’m not looking to enhance my cool perception any more than it is (pfff), but I’m trying to give you a cool feeling while connecting with me.
Why corazon? Because I might be Spanish. Yet, I’m not. But that’s one of my favorite words when I want to express a human connection, when I want to leave an emotional footprint on my projects. My projects have corazon. I don’t want to write formal, impersonal, imperative texts. That’s just not me.
So, I just presented you my little universe of copywriting, but what I’m trying to do here is offering a new perspective on mar ka-ching. We all want money, but can we find a more human way to get there? Most of us already have a judgemental cat at home, we might get better results when trying the nice and funny way.
So, if your eyes sparkle when seeing cash, but your corazon wants a deeper connection with your audience in order to generate long-term leads and not short-term pressure, I might be your storytelling supplier, whether you have a food brand, you own a restaurant, you serve at a food truck, you are a food blogger, a travel agent, a hotel owner or whatever you do, it’s about food or travel.
DM me at email@example.com.
Photo credit: Unsplash