MY SUSTAINABILITY STATEMENT
It’s 2022 and the planet is in serious trouble. My wish this year is to collaborate and work with clients who are equally concerned about the way we are using and abusing our planet. We can all strive to live a more sustainable life. My personal commitments are:
To recycle everything I can.
Shop second-hand and vintage.
Buy clothes made from sustainable fabrics.
Rarely print out documents.
Keep food waste to a minimum.
Walk instead of using my car.
Ensure my garden is a peaceful haven for nature.
If you have an equal sensibility of sustainability I want to work with you.
Not bad for a New Year’s resolution, right?
if they don’t know about you, they won’t hire you
This week I’d like to share an article I wrote for the British Weekly newsletter in LA.
The lesson here? Never stop marketing.
A very wise lady once told me to keep marketing even when I was busy. In fact, that’s exactly when you should be marketing. This article lead to some really interesting enquiries so even if you’re inundated with work, get yourself out there!
Why does story work?
I was listening to Lindsay Buckingham talk on Marc Maron’s WTF podcast recently. Lindsay was the singer/songwriter and lead guitarist in Fleetwood Mac (joining with his then-girlfriend Stevie Nicks, in 1975), and it was utterly fascinating listening to his experience of being in the band.
If you don’t know the Fleetwood Mac story it’s literally better than any soap or drama. It has everything: love, relationships, drug/alcohol binges, super-stardom, breakups, make-ups, fights, big hair and extraordinary talent.
Their story is as compelling as their music. In fact, Lindsay admits that their success may have in some way been propelled by the public’s fascination for the behind-the-scenes dramas.
Why is that? Simple. People love a story they can relate to. Not everyone has sold out stadiums but we can all relate to being in love or heartbroken. Their backstory enabled the audience to connect to their music (albeit sometimes unintentionally, I think).
In copywriting, you’re looking to connect the consumer with your product, and the most effective way to do that is through emotion. And we do that through great storytelling.
This is no lie (not even a sweet little lie).
I often get asked what the first rule of copywriting is and I always reply with the same answer: be consistent.
I’m not reinventing the wheel here. Consistency is key across everything you do in business.
Think about the brands you love. What do you love about them? Chances are it’s the fact that you know what you’re going to get. Coca Cola always tastes the same, Netflix always has the sound logo before the show starts, Amazon always delivers.
We revisit these brands because they are familiar. Familiarity means return custom because people want to know what they’re buying. A Coca Cola is comforting whereas a supermarket brand cola may disappoint.
But you can only achieve familiairty by being consistent.
So in this first of many blogs about copywriting, my first tip for you is ensure that your bio and company description is consistent across all social platforms. That way if anyone bounces between your LinkedIn, Twitter, Instagram, website, or anywhere else, they’ll instantly recognise it’s you.
This familiarity will make them feel safer, comforted and more likely to view you as someone they can trust. And if they trust you, they’re more likely to do business with you.