Does Relevance Matter? How to be relevant subtly yet effectively?

Finally get to do some reading… Just stumbled upon an article about AmEx and then read lots about them – they basically have presence everywhere digital producing content about lifestyle, passion, business, travel, health and well being etc. First thing that came to my mind about this content approach was ‘serious investment in a bunch of content with minimal impact’. But when I had a second thought, all these topics somehow relate to the American Express company. The constancy and frequency of the content make AmEx become relevant to us, it is weaved in every part of our life, it inspires all the key elements of our life, so when we are making any decision that evolves around any transaction, AmEx has our top of mind awareness. Genius!

That’s why we need see beyond immediate results. Communicating with a direct messaging, asking people to ‘use me, use me’ or ‘buy me, buy me’ doesn’t mean it’ll effectively motivate people to take actions. It’s about subtly weaving our brand, our strategy, our thinking, our concept, and our ideas in smaller pieces of information we give to or conversations we have with people/our consumers, they will remember us, over a period of time (remember it takes time – and that changes our mindset about measuring success, that’ll be another piece of writing).

This is applicable not only to building genuine and sustainable connection with your consumers, but also applicable to building connections with people, people you want to sell your ideas to.

Small conversations help us breakthrough communication barriers.

Build relationships. Build connections.  And allow time for yourself to do all these, because it takes time to build trust (think about yourself, and how you make friends). Anything meaningful requires investment and time. So relax and enjoy the process, and know that ultimately not only would you achieve the expected business outcome but, surprisingly, also loyalty, trust and relationship that have far more value than a short-term business outcome.

So go sit back, relax, make friends, talk intelligently, purposefully and make something happen.

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A piece of advice on writing for millennial audience

Because of social media, our media consumption behaviour changes significantly, especially millennials, whose interest is hugely driven by amazing visual content. As copy writers (we somehow are all copywriters on social), we definitely want to avoid the TL;DR (Too Long, Didn’t Read) situation.

Copy now has become an enhancer – a critical element that helps enhance our visual story telling, i.e. visual content is king but copy provides the context, which however will be omitted if it cannot be consumed within secs. A poor lengthy copy makes people lose interest, causing us missing the chance to communicate the story and more importantly it diminishes the value of the visual content at the same time.

So let’s keep this in mind – ‘SCR’…’Short Copy Rocks’.

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