hiking in the foothills of Mount Tibidabo…
“I saw a beautiful woman bathing herself, but she was crying...”
Joey doesn’t share his food. Joey doesn’t understand “air quotes”. But my man Joey can tell a story.
Go with me here: there’s alot to be impressed with from a marketer’s perspective. Mr Tribbiani was an absolute pro at personal branding. Joey had a strategy; he picked his demographic (every woman with a pulse), he knew his value to that group and he was unbelievably consistent in his execution.
If you’re struggling to write compelling copy or establish your own brand voice, here are some tips to help you along the way without having to be Al Pacino’s butt double in order to get there:
Joey knew his audience.
I’ve said this previously, but I guarantee you I’ll be saying it again and again; knowing your audience is vital. Before you start typing, really get to know who you’re talking to. Tailor your language and tone in order to resonate with their specific needs, wants and interests.
Joey knew his hook.
‘How you doin’ = ‘I’m lovin it’ = ‘Just do it’. That’s a bit of a stretch if I’m being completely honest, but the slogan shows how a consistent, sharp bit of copy can get your brand across efficiently. Grab attention from the start with a strong opening sentence - it sets the stage for the rest of your copy and urges the reader to continue.
Joey could tell a story.
Whenever you can, try to weave a story into your copy. People connect with messages that elicit an emotional response. Anecdotes, case studies, or even hypothetical/’what if’ scenarios are a fantastic means of creating an emotional connection with your audience. Actually hiking the foothills of Mount Tibidabo for authenticity is optional.
Joey knew his value.
Another point I’ll be hammering home often: focus on the ‘why’ rather than only the ‘what’. Use your copy to explain how your product/service/channel can benefit your audience or solve their problem. Be clear, be concise, and get yourself a value proposition.
Joey had a call to action (CTA).
No he didn’t. But noone’s perfect, and I needed another ‘Joey says’ so you’re stuck with it. Don't leave your reader hanging. Tell them what you want them to do next, whether it's visiting a website, making a purchase, or subscribing to a newsletter. Make the CTA clear, specific, and easy to understand.
Could that be any more helpful? I’ll stop now.
