Fri, 02/18/2011 - 16:14 — myrnag

 

(P-O-P-S) While I suggested using humor in my last post that does not mean humor is the only acceptable voice when writing for your brand or company. Since you as a smart marketer have already done the research necessary to know exactly who you are targeting, determining the right tone that might appeal to your target market becomes clearer; and then, identifying a character or his voice should be a relatively simple task. Remember, we’re not pitching; we’re conversing, always giving the consumer what she needs to hear from a company.
The Geico lizard speaks with gravitas and poise. All ages love him and accept what he says as gospel. His wisdom defies his lizard being. Is he a good insurance spokesperson? You betcha!  At the same time, the Aflac duck, silly and ducky loud, does his fair share to make his insurance company memorable.
But generally speaking, you do not have to necessarily have a cartoon or animated spokesperson to define a brand personality. When writing only text, words alone should convey the tone; or in a live video, individual appearance and dress, as well as setting can influence the viewer.  Once you’ve established the tone you want, the idea for the most memorable articles that ultimately help brand you are to have them consistent in tone and viewpoint.
As Brian Solis, a well-respected Internet evangelist, states in his current book, “ENGAGED: Marketers need to ask, “How are we contributing to the depiction of the brand?” Additionally, he is quick to point out, “we’re indeed living in an era on the verge of attention scarcity and bankruptcy.” (Engaged, p. 143.)
And as Robert Passikoff lists as one of the keys to successful branding in 2010, “…Consumer expectations are growing. Those brands that understand where the strongest expectations exist will be the brands to survive and prosper.” (“10 Branding and Marketing Trends for 2010,” Branding Insider.)
Well-said information clearly and concisely presented is key. So give your audience what they  respond to best and make them like you and feel included. Whatever else you do, spend some money listening to your targets and then deliver the type of conversation that today’s consumer wants.  Professional writers like Points of Persuasion Syndicate are highly affordable and help to increase your chances of getting found, read and talked about in a positive fashion. Put your best foot forward and market, market, market. Or the conversation will still go on, but it will go on without your brand.
 Tags: Memorable branding, tone in syndicated articles publicity, Points of Persuasion Syndicate