The ultimate goal of content marketing is to draw attention. The signal of successful content marketing is when that attention results in action. The ALS Ice Bucket Challenge has literally iced out content marketing, providing one of the most incredibly perfect examples of the legendary power of compelling promotion for 2014. There’s a great deal for marketers and business owners to glean from this trending phenomena.
How It All Began
Would you believe that the popular challenge did not start out as an ALS Association fundraiser? According to Geoff Herbert of Syracuse.com, the roots of the phenomena date back to last winter when professional golfers were on a mission to gain support for various pet charities. According to The Guardian, the ice bucket craze hit the national radar when golfer Greg Norman issued the challenge to Matt Lauer, host of “Today,” and he accepted on live television.
The challenge comes with simple rules. Once received, you must make a video of dumping a bucket of ice water over yourself, post it online, and then tag Facebook friends and family, challenging them to do the same. Per the rules, you have 24 hours from being “nominated” to take the challenge or your subsequent forfeit demands a donation of $100 to a cause of your choice. The challenge has gone viral, and ALS has become the overwhelming standard.
What’s the connection between ALS and ice water? Just how did it become the overwhelming standard? It all goes back to the family of Pete Frates, a baseball player diagnosed two years ago with ALS. Their campaign fueled the standard and the results…well, they speak for themselves! Let’s consider the scope of this event.
The Legendary Scope
According to the ALS Association, from July 29 to August 27 of 2013 a total amount of 2.7 million dollars in donations was raised. As of August 27, 2014, the ice bucket challenge has rasied $94.3 million since July 29, 2014 from existing donors and 2.1 million new donors.
Icono Square Blog has been tracking the challenge since it went live on TV via Matt Lauer back on July 15, 2014. Using their hashtag tracking tool, they tracked the number of mentions of the two official hashtags: #icebucketchallenge and #alsicebucketchallenge. After logging a total of over 3 million posts, they broke the mentions down per hashtag:
Geologically speaking, the mass response to the ALS ice bucket challenge has been primarily rooted in the United States. But it has spread globally with participants from Canada, the United Kingdom, Turkey, Brazil, Israel, Lebanon, Hong Kong, China, and Malaysia. Icono Square Blog also graphed geological stats per hashtag, which show the massive response from the US:
Just who has participated in the challenge? The support from some of Hollywood’s favorite celebrities has greatly contributed to its success and viral natural. A few of our favorites who have accepted and passed on the challenge include Robert Downey Jr, Oprah, and Steven Spielberg. And who can forget Tom Hiddleston’s nomination of Benedict Cumberbatch (television’s Sherlock), resulting in this hilarious continuation of the challenge that really captures the fun and reminds nominees to be punctual:
Even Google Jumped On Board
We all know Matt Cutts. He’s the Google guru. We track his tweets and stalk his site because he’s the go to guy for the latest and greatest Google news. He’s the first and last say on almost everything SEO, and when this guy does something, it’s usually followed by everyone and their Uncle jumping on board.
On August 22nd, Matt did his challenge and nominated members of the search quality team, including Brian White, Evan Roseman, and Michael Wyszomierski (aka Wysz). Not only did he say he’d write a check to donate, but he also “earned” his nominations:
With so many credible folks jumping on board, and the results of new awareness raising such a large donation total thus far, there’s just one unanswered question:
Are You Icing Out?
Don’t worry! We’re not going to ask if you’ve accepted the challenge and dumped a bucket of ice water over your head to raise ALS awareness. We’re not even going to ask if you’ve donated. But while we’re on the subject, if you haven’t at least donated to this profound cause, swing over to the ALS Association’s website and make a donation—every penny helps. And if you’ve accepted the challenge and caught it on film, feel free to share your awesomeness with us in this blog’s comments or via our social media.
The truth is the ALS Ice Bucket Challenge has been a legendary example of epic content marketing in action. Crowd-based business models and marketing aren’t anything new, but this challenge has shown the potential benefits for non-profits. The question we’re asking is whether you’ve “iced out” your content marketing this year? And as we fly toward yet another new year, are you going to grab the takeaway lessons from the ice bucket challenge that can bolster your marketing plan?
Never underestimate fun and a good cause. Wikipedia notated some of the criticism that has surrounded the ice bucket challenge. It was issued as a means of raising awareness and encouraging donations. It combined a bit of fun with a profoundly good cause. In fact, it’s a safe bet that the majority of people undertaking the ALS challenge had little to no idea of what ALS was until it was issued. While critics like Williams Foxton almost insultingly label it as “a middle-class wet-T-shirt contest for armchair clicktivists,” there’s no denying the phenomenon created since the challenge went viral. It has literally become an international event as everyone from America to the UK take part.
Takeaway: Never underestimate what a combination of good old-fashioned fun and a good cause can do. Imagine the publicity if your company had originated the ice bucket challenge and helped raise awareness and donations for such a good cause?
Create the moment. The ice bucket challenge wasn’t originally made for ALS, but look at what happened when an ALS stricken individual jumped on the occasion. As a brand or business, it’s up to you to create the moment, issue the challenge, and promote it.
Takeaway: Don’t be afraid to take a risk and create that perfect moment. Chances are it won’t create itself, but if it does, don’t wait around. Jump on the wagon and gain that epic exposure. ALS did, and they’ve landed super attraction at zero cost.
How you craft your call to action matters. The ice bucket challenge is a lot like the cashier who asks you to donate a couple dollars to St. Jude’s Children’s Hospital while you’re checking out. Although both causes are great, the ice bucket challenge managed the bigger bang for audience participation. Why? It’s all in presentation. How you entice your audience to action is just as important as what you entice them to do.
Takeaway: Take care in crafting your call to action. How will you motivate your audience? How will you engage and compel them? Have the answers to these questions firmly in mind before crafting your all-important call to action.
Keep is simple and make it easy. Yes, a challenge is meant to be tough. After all, we wouldn’t call it a challenge if it didn’t take some courage or determination. The ice bucket is a shining example of a challenge that takes courage and determination without being too difficult for just about anyone to accomplish. People don’t like hard. They don’t want to climb a mountain just to respond to your call to action. The ice bucket challenge is ingenious because it’s super simple yet still takes some guts to pull off.
Takeaway: Nobody wants to tackle something that’s terribly tough. People want fun and easy. Find those fun and easy ways to engage your audience, and find the ways that they will respond to. Your challenge could be anything from a snapshot to a click. Another great example of audience engagement comes from Sonic with their “how do you Sonic” challenge. They constantly receive new snapshots, which are displayed beneath the “See Yourself at Sonic” headline on their website.
Recognition motivates. One of the awesome qualities of the ice bucket challenge is recognition. In the past few months, it has quickly become a trend. Filming your successful challenge became a form of recognition, and the ALS Association encouraged it by offering handy free downloads like Twitter and Facebook cover image and profile picture downloads to broadcast challenge completion.
Takeaway: Give your audience extra incentive. Hand them recognition or a cool, free perk for acting on your call to action.
There will always be critics. Despite the challenge becoming an almost overnight success of sizeable proportions to the ALS Association, there are critics. Everyone from water conservationists to celebrities has taken a critical stand, bashing the challenge as wasteful and even life threatening. And the truth is they’re right. If someone of poor health dumps a bucket of icy water over their heads (or if the action isn’t performed with common sense), they could endanger their life. If you live in a draught area, or are otherwise surrounded by water shortage, repurposing the water or opting out of the challenge are wise decisions.
Takeaway: No challenge and no marketing plan will ever be perfect and critic free. You’ll always risk the backlash of haters, and some will have relevant, respectable points. The point is to be ready for criticism, take it in stride, and if it’s constructive and respectable put it to use to improve your strategy.
Videos are growing more and more popular. The challenge makes an important marketing point. Videos are beginning to take visual social platforms by storm. With a single 30 to 60 second video, an important message can be imparted that both inspires and entertains. Videos are easy for on-the-go viewers to watch and pass on. They’re responsive on mobile networks. They’re little packages packed with punch that lend themselves to creating huge social signals. Half of the reason videos go viral is because so many people find them easy to connect to in both a technological and emotional way.
Takeaway: Expand your brand’s message and audience by taking advantage of every media outlet and type available. Videos are quickly becoming the go to standard for businesses that want to make a lasting impression, and this media type hands you endless creative possibilities. It’s the perfect media type for your busy viewers, and it’s a prime means of connecting with your audience on an entirely new level. Videos are easy to share on social media, and they’re even a great way of repurposing content in a trendy fashion.
Social media + Content = Unlimited Opportunity. Since the beginning of 2014, we’ve heard all about the benefits of strong, high quality content combined with social media. The ice bucket challenge has done a superb job of demonstrating the sheer value of this winning marketing equation. The challenge has lit social media channels enough to create hashtags and an unprecedented, active response. For the audience member who wants to know more about the cause, the ALS Association’s website does not disappoint. It’s beaming with high quality content that covers everything from the disease they represent to the latest news surrounding the challenge. And now thousands of authoritative websites across the Internet are linking back to them in their own quality content covering the phenomena.
Takeaway: Content marketing works. High quality content sparks action, and it naturally boosts SEO. White hat SEO strategies really are gold, and the biggest, most effective tactic is high quality content. Combine awesome copy with the power of audience participation via social media channels and you’ve got a winning strategy at your fingertips.
Now that you’ve seen the scope, popularity, and takeaway points from ALS icing content marketing, only one question remains. What will your ‘ice bucket’ content marketing strategy be?
Did you know that, on average, 27 million pieces of content are shared daily, and that number is projected to increase? 27 million is a colossal number. The majority of users who see and share this content use mobile social media apps. Mobile usage is expected to increase by 23 percent this year alone. Industry leaders, such as Moz, are rightfully preaching the importance of investing in social media advertising to spread our content reach. We all get it. We all agree with it. So why do we still label content as a “cost” instead of an “investment”?
Cost vs. Investment: What’s The Diff?
According to the Merriam-Webster Dictionary, “cost is the price of something” . When we use the term in business there is usually a monetary value attached. On the other hand, “investment” is the spending of money with the expectation of a profitable return. Investments are more favorable than costs because they hold the potential of returning more than we spend, thus increasing our profit margins.
Investments are like social etiquette, they are largely a matter of perspective. For example, prior to 2010 the majority of small business owners likely saw social media advertising as a cost. It wasn’t strongly relative to search engine optimization. Users were addicted, but they weren’t all streaming their news feeds via mobile applications. Social media advertising was just like any other type of advertising, the cost required to reach an audience and (hopefully) generate leads. If advertising reaped effective results, small business owners labeled it as an investment; if not, it was simply a cost.
Online Content: Cost or Investment?
It’s 2014. Social media advertising is big business because Google uses social media in rankings! The majority of your audience is glued to their mobile device(s), and they get their “fix” on an almost minute-to-minute basis. With 27 million pieces of content being shared every single day, shouldn’t smart businesses owners be reevaluating the label they’ve assigned to content?
If you have previously thought of content as a cost, it’s time to step into the 21st century. Content is not cost. It’s an investment. And it is PRICELESS in today’s SEO game. But this does not mean that some nasty misconceptions about buying content don’t exist.
The Dreadful Dollar Days Are Done
Rewind back to 2010 again, and you will find yourself smack in the middle of the dollar days of online content. I shudder to relive these days. You see, around 2010 the popular means of winning the SEO game was to order up content overflowing with keywords. The practice is commonly referred to as keyword stuffing; however, in hindsight, it was more akin to ordering that fast food burger from the local greasy spoon that hits your lap overflowing with excess grease. Nasty! That’s what readers thought of keyword stuffing, but to businesses, it was the cost of success.
You’re a smart businessperson. What is your primary goal in the Cost vs. Gain Game? Is it not to reduce costs and increase gains? How do you do it? You decrease and/or eliminate costs. THIS is where the dollar days came from, from the businesses who wanted greasy content at dollar menu prices. And it made sense! They didn’t expect quality. They expected the cheapest possible “content” stuffed with keywords to drive their SEO. End of story.
Readers and writers the globe over are elated that the dollar days are done. Fast food content is out. Gourmet content is in.
Preparing For Global Exposure
The nature of the Internet has made us all global enterprises. You never know who will visit your website. Launching a website isn’t like opening a storefront that’s only seen by passersby and noted on a local community level. Search engines don’t discriminate by country or nationality. Therefore, the content you publish—your daily share of those 27 million pieces at the world’s fingertips—has to be ready to handle global exposure. As a result, online content is absolutely priceless. Ask yourself:
Is your content ready for international exposure?
Does it take into consideration other cultures?
Even within the continental U.S. we market to a bilingual audience, does your online content do the same?
Is any of your content translated into a non-English language?
If you’re a non-English company, is your content ready for an English speaking and reading audience?
Investing In Your Future
Online advertising and marketing are the way of the future. They have been since the invention of the Internet. The backbone of the Internet may be computer code and a level of technical knowledge that most of cannot hope to fully grasp, but the backbone your clients and potential customers see is composed of your content. Isn’t it time to stop looking at content as a cost and instead see it for the investment that it truly is?
According to Filmsite.com, Star Wars (specifically The Empire Strikes Back film) is ranked #1 in the 100 Greatest Films of All Time list. The series really is iconic. Regardless of whether you’re a sci-fi geek, a science fiction nerd, or a not-so-big fan of intergalactic fiction, you know exactly what we’re talking about when you see the title Star Wars. Immediately, you think of Luke Skywalker and the never to be forgotten line, “Luke, I am your father!” But Star Wars isn’t just for geeks. It can teach us a few equally memorable lessons about great copywriting in action.
Script Writing in the World of Copywriting
We don’t often chat about script writing in the copywriting world, and I’ve often wondered why. Script writing is one of the biggest and fastest growing niches of content marketing, but people in need of scripts don’t initially think of hiring a copywriter for the job.
In today’s fast-paced world, people don’t always have time to read. Let’s be honest, just between us writers, even we run out of time to read to replenish our creativity. There is a huge market for copywriters who can write short video and podcast scripts. And the lessons gleaned from The Empire Strikes Back movie script can serve as a compass for script and general copywriting:
Taglines are important. The little things mean the most. The Empire Strikes Back drives this point home with the simple fact that everybody and their Uncle knows one epic line from the movie, “Luke, I am your father!” Even if you’ve never seen the film, you know that line. You know it’s famous. It’s impressionable. It’s sharable. It’s the definition of jaw dropping. When it comes to copywriting, even the little things—like taglines and social media shout outs—are important. These seemingly tiny aspects of copy can pack a punch, generating an impression and connotation that can span any distance of time or space.
People aren’t dumb. I remember watching an interview conducted with Richard Dean Anderson, back when he was actively portraying Colonel Jack O’Neill on the insanely popular Stargate SG-1 television series. He made a comment that stuck with me as a writer, and applies to our Star Wars discussion. To paraphrase, he thought that to “dumb it down” for the audience was absurd and insulting; people are smarter than they’re given credit for. According to FilmSite, The Empire Strikes Back had one of the most complex plotlines of the entire Star Wars saga. This proves an important point that we can carry over to copywriting: people aren’t dumb. They can’t handle complex. In fact, they’ll likely eat it up. Audiences crave sophisticated, meaty material. Don’t be afraid to create it!
Shock and awe are powerful tools. It’s easy for copy to grow dry. When we set off to write creative fiction, we weave a plot with calculated shock and awe factors because that’s fiction. But this same approach is viable in the copy and script writing venue. Storytelling that shocks and awes the audience demands attention. It’s also the stuff shares and re-shares are made of. Don’t feel like the tools of shock and awe are limited to video, films, and television. On the contrary, we can build these aspects of writing into every piece of copy. The result will be a gripping sensation, a “must read more” tug that will keep the reader firmly planted on the landing page, blog, press release, or video display.
Cliffhangers aren’t just for the big screen. One of the most appealing aspects of The Empire Strikes Back was the unresolved cliffhanger ending. Han Solo has been captured by a bounty hunter, and the uncertain nature of Luke Skywalker’s heritage left unanswered and ominous questions. By the end of the film, the audience sat on the edge of their seats, hungrily waiting to see what happened next. When the film ended on a cliffhanger, the immediate thought was, “When is the next episode?” Cliffhangers are viable in the copywriting world, but they’re slightly different. The idea of a cliffhanger is to make the audience hunger, even crave, what comes next. Copy, whether it be in script or website copy form, can leverage a cliffhanger ending to keep the audience poised on your website, waiting for that next “installment.” Try ending on a question or hinting at what might be coming next. Give the audience something juicy to anticipate and look forward to—this is the stuff bookmarks and subscriptions are made of!
One of the most commonly made copywriting mistakes is the neglecting of audience appeal. If there’s one thing we can take away from the Star Wars saga, it’s that audience appeal is very real and rather simple to tackle IF we focus on what the audience wants.
Google is the ultimate everything on the Internet, from search engine to social media, they seem to have something for everything. It was no surprise that Google Authorship was a huge hit when first introduced. It held the promise of handing overdue credit to every business or individual who authored a piece of content on the web. It became the way to build credibility and authority while also impacting search engine optimization in a positive way. And then…it changed.
Google made a major change to Authorship. In a nutshell, one of the most coveted features of Authorship went away: the Authorship picture that displayed in search engine results. In a massive update, Google removed this feature, leaving the lowly grey clickable name feature to stand-alone. A lot of us were disappointed, and quite a few of us were out for blood.
Authorship Is Alive
In a battery of stormy outrage, something got lost in the translation and people started to believe Authorship had bit the dust. On the contrary, Authorship was still very much alive and kicking. The real change was that only credible and real authors would be able to acquire it going forward. Simply put, it became a pedestal to strive for, something not within everyone’s grasp. In yet another effort to provide the best possible content in response to user searches, Google made is necessary for authors to publish well-researched, well-written content on an ongoing basis.
Authorship Images Live On
Say what?!? I know, it’s hard to believe. I had to take a second to calm my nerves as I read the latest update by Aaron Friedman of Search Engine Land. But the image connected to Google’s Authorship did, indeed, stay! Yes, Google did remove these images, but only from external sites.
What exactly does this mean? It means the social network so often referred to as a ghost town is now super important! Loyal users have been claiming that G+ is no ghost town, and if you didn’t believe it before, you better believe it now. Google Plus just got a lot more important!
Learn To Love Google Plus
This revelation is huge because it means that Google Plus is here to stay, and it’s a social media outlet you simply must learn to love. G+ posts sporting author images are still appearing regularly within search results for logged-in users.
Now, even Friedman observes that no one knows if this is intentional, something Google missed, or a clever way of drawing attention to and encouraging more G+ use. Regardless of the why, the what is obvious. In our quest to bring the most amount of exposure to ourselves and our clients, Google Plus is becoming more and more useful and worthwhile.
If you Google Plus your blog posts, your authorship image will show! If not, no image. At the end of the day, whether logged in to G+ or not, Google profiles are ranking well on search engine result pages. Therefore, if you aren’t already using Google, it’s time to start.
Not another Profile!
Oh, yes! It’s yet another profile primed for the reception of awesome content. At this point in social media marketing, you might be feeling just a tad overwhelmed. I mean, you’re already coming up with content for Twitter, Facebook, LinkedIn, Pinterest, and that’s just naming the popular social networks. Then you’ve got platforms like Medium springing up. It’s like a never-ending attack of spawning platforms! Solution? Hire the best defense with an offensive mindset: a social media manager.
Now, whether you have a social media manager right now or are out to find one, it’s your responsibility to ensure that they are including G+ in all activities. If you post across multiple platforms, get Hootsuite—it’ll simplify the process and make this entire media muddle a lot less muddy. But don’t forget to make sure G+ is included!
The ‘Ghost Town’ Isn’t Filled With Tumbleweeds Anymore
We can’t deny the negativity that has surrounded Google’s social network. Even Marketing Land referred to it as a “social referral graveyard.” Regardless of whether you’ve held to the opinion of G+ being a tumbleweed infested ghost town or a graveyard, there’s no doubt that G+ is becoming a staple of social media and Internet marketing. You just can’t afford not to use it and use it actively.
While it’s too early to tell exactly what factors are ranking posts on Google’s network, it’s not too early to see that Google+ just became a lot more important to content and social marketing campaigns. It is now in your best interests to build a strong presence on Google’s social network. If you’re looking for ranking assets, then it’s time to start posting on G+ and share it publicly with your network of connections.
“No matter what people tell you, words and ideas can change the world,” said Robin Williams. No one knows this better than artists do. From musicians to actors and writers, we all know that one idea combined with passion and the right words can invoke change. In some cases, it can even change the world—whether that world is literal or figurative. What a shining of example of this we see from the late, great Robin Williams. His idea of comedy and acting combined with the words he chose changed the lives for so many of us, from the children at St. Jude’s he chose to represent to those of us who watched his performances from our home television sets.
The actor, who so many of us know from childhood, died at the age of 63 on August 11, 2014 in Paradise Cay, CA. He had been quoted as saying he wanted a “quick death” while in rehab. Despite battling a dark life chapter, he tried to stay positive and upbeat.
The news of his untimely death struck a chord in nearly every person on the planet. It stopped many of us dead in our tracks, and it made us realize that even the most humorous sometimes battle the most difficult. In many ways, his death struck harder than others did. For a man who brought us so much joy to die in such a tragic way is difficult to wrap our heads around. It pains us. We will all mourn the passing of such a unique and gifted individual, but in the face of such loss, we can also learn a great deal from this one of a kind man.
Copywriting Inspiration: Variety Really Is Spicy
“Variety is the spice of life.” It’s one of the oldest sayings around. Williams is a stunning example of just how variety really is spicy. His roles ranged from the hilarious to the tender. He possessed the unique ability to make us laugh while also making us stop and think—sometimes about incredibly controversial and relevant topics.
As copywriters, our audience is composed of people who love the relevant. They love to solve problems, sometimes in unique and exciting ways. They are addicted to the things that make us human: love, compassion, humor, and even sadness. We thrive on variety; it’s why we can’t (and don’t) eat the same thing every day! Why should our content be any different?
Keep On Keeping It Fresh
When you hear the name ‘Robin Williams,’ what comes to mind? No doubt, a laundry list of characters and an instant thought of comedy. Every character the talented actor took on brought about a fresh look at life and comedy. It’s one of the many reasons why Williams is such a recognized and beloved icon.
Keeping content fresh is something every copywriter struggles against. It’s no secret that just about every idea in the book has been tried. That being said, it’s easy to get stuck in the same old shade of whatever we are doing. And this is a dangerous trap because it sucks the freshness right out of our writing, leaving our audience hungering for succulent copy! What’s the solution?
Reinvention! With every character or act that Williams graced the stage with, he attacked his subject matter with a fresh perspective. New isn’t always better, but how we choose to look at something is. Don’t be afraid to introduce writers to a different angle of the same subject matter. It expands their knowledge and keeps the material fresh.
Make It Lively
ABC News ran a fantastic tribute to Robin Williams. In it, they highlighted some of his most epic work:
The lesson we can take away from this tribute as a whole is that audiences love lively. Williams held a frantic pace. He was off the hinge and totally off the wall, and people loved it! They loved how he seemed to embody life and pass it on. Can copy do the same thing? Yes!
The style we choose to write in can liven up for dull down our copy. The illustrations, word puns, and even the visual cues we choose all contribute to the pulse of our content. People don’t want words that are dead on arrival and dreary to read. They don’t want to feel like they’re falling asleep in college again, listening to a dull professor drone on about a boring topic. But wait, is it the topic that is dull or the presentation?
How we choose to present a topic in writing will determine whether or not it is well received. Our words can pack a punch. They can grip interest and sink deep into the very souls of our readers. The best way you can keep your copy crisp and lively is simply to always fire your passion. The moment you get bored, you better start to worry about (and check) the pulse of your content.
Surprise Your Audience
What made Williams so addictive? Wouldn’t you say it was his unparalleled ability to surprise? From his outlandish performance as Mork from Mork and Mindy to his unbelievable transformation into the unrivaled Mrs. Doubtfire, Williams never failed to surprise us at every turn. What a lesson for the astute copywriter!
What makes content shareworthy? We talk about how important it is to connect with our audience and write compelling, engaging material. But sometimes we forget about how powerful and welcome a little surprise can be! Never be afraid to tastefully shock your audience. It’s the thrill of the surprise that helps keep our readers coming back again and again. They know that there will never be a dull moment.
Know When to Be Serious
Although primarily known for his humor and comedy roles, Williams knew that there was just as much a time and place for seriousness as there was for funny. The “all my love to you poppet” scene from Mrs. Doubtfire demonstrates this beautifully. At the end of this film filled with side busting laughs, this one scene nails the serious side of children coping with divorce:
As copywriters, it is our duty to know when to be serious. Some topics call for a serious discussion that involves facts, statistics, and even feelings. Always be aware of your topic, the goal of the piece, and your audience. Use this information to decide when to take a serious tone and when to stay all business.
Convey Feeling At Every Turn
One of my all-time favorite scenes performed by Williams comes from Good Will Hunting. In this scene, every word jumps off the screen. It’s gripping, thrilling, and a virtual delicacy for every one of our five senses:
This scene is chalked full of copywriting inspiration because it digs deep into the importance of reaching our audience on every possible level. The words we choose to paint a picture with in the minds of our audience have the potential of appealing to all five of their senses. They even have a chance of tapping into the real life experiences of our readers. Never, under any circumstances, underestimate the ability to convey feeling and connect with your audience through words!
The Behind the Scenes Story
Perhaps the most important and tragic lesson we can learn from Robin Williams is that a story is always brewing behind the scenes. While on camera and on stage he made us smile, laugh, contemplate, and learn—sometimes all at the same time. Yet, behind the scenes, he was fighting a grim battle that cut to the bone. He never tried to hide his struggle with depression. Although the tragic end of his life has left the world in disbelief, he has left behind a lifetime of lessons and laughs that we all can learn from. In fact, one might say he has given us a legacy of laughter to cherish.
Saying goodbye to an icon who has been with so many of us since childhood isn’t easy. In fact, although the great majority of us never had the honor of meeting this brilliant man, we have learned some of the most valuable life lessons from his work and his very life. He was a man unafraid. He didn’t fear being different. He stood out from the crowd. He stood up for what he believed in, and he wasn’t ashamed to admit when he was battling something as dark and scary as depression. Although he lost this battle, he will forever be memorialized and remembered in our hearts as the man who made us laugh and caused us to think in the same breathtaking moment. It goes without saying that Williams would want to be remembered for all the joy and laugher he so selflessly brought to us all.
Behind the scenes of every business, brand, and entrepreneur is a story—your story. It’s what makes you tick, and it defines your company. Will you use your story and the copywriting inspiration left by Robin Williams to motivate and expand your content? How will you choose to remember this one of a kind icon, and what will you do to apply the valuable life lessons he taught and the awesome he has inspired?
