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If you love award-winning historical movies that motivate you to pursue your most ambitious dreams, chances are that you have enjoyed (or will enjoy) The King’s Speech. This 2010 masterpiece directed by Tom Hooper won 4 Oscars in 2011 for Best Writing, Best Direction, Best Actor and Best Picture, outshining all its counterparts. Most people who watch this movie are inevitably moved by King George VI’s efforts to cope with his frustrating stammering.
This speech disorder stands in the way of his success and forces him to get expert help to be able to make his first radio broadcast in 1939. Naturally, skilled content creators will read through the lines and realize that The King’s Speech is not all about the new King’s attempts to control his stuttering, eliminate his fear of public speaking and find his own voice. This heartwarming story also encompasses a plentitude of useful copywriting lessons that can help marketers and content creators improve their tactics and obtain better end results in the long run. Here’s what I’ve learned from the King’s Speech.
1) Originality Is Not a Capital Sin. To overcome his stuttering condition that is putting his position at great risk, George VI decides to see a specialist. This is how he meets Lionel Logue, a respectable and highly controversial Australian speech therapist played by Geoffrey Rush. The problem is that Lionel Logue is far from being the submissive servant that a member of a royal family would normally expect to rely on.
His methods are often unorthodox and innovative and he doesn’t seem willing to make any kind of compromises because he is fully aware of the fact that he provides top-notch, extremely effective services. Originality is not a crime; on the contrary, original content allows you to make a name for yourself, become a valuable source of inspiration for other players in your niche and stimulate the curiosity of your readers. You don’t have to adjust your methods or dilute the original quality of your content just to please the masses. If you do compromise, this will only make you lose repeat customers and put your reputation on the line. Once you’ve finally managed to come up with a good content strategy, personalize it according to your own needs, goals and expectations and stick to it.
2) Let Them Leave, But Keep the Door Open. We all know how frustrating it really is to invest time, money and energy in a successful content marketing campaign without actually managing to please your clients or collaborators. Some clients and prospects just don’t get your modus operandi. Some of them just need a little bit more time to get familiar with your unique approach, your marketing strategies or your writing style. This is perfectly understandable. This doesn’t mean that you have to cling to their feet and stop them from leaving.
- Keep Up the Good Work. If you’re good at what you do, keep your head high and your standards higher. They will eventually come back. The King’s Speech supports this idea. Shocked and intimidated by his therapist’s radical approach to addressing stammering, Bertie, the new king, decides to find another specialist who could stimulate his progress. After a short period of time, he realizes that the tough love method set in place by Logue was the only one that could actually favor noticeable improvements. Therefore, Bertie goes back to Logue’s office and continues his therapy sessions.
- Implement Your Own Selection Criteria When It Comes to Choosing Your Audience. In his instructional guide for business owners, entitled “Book Yourself Solid”, Michael Port talks about the so-called “red velvet rope policy,” and its impact on (content) creators. In short, the key to success is to filter your clientele and your business partners and eliminate nutcases who could make you feel insecure without a reason. To perform optimally, content creators and marketers should be surrounded by people who energize them, share their methods and creative vision and actually inspire them to come up with meaningful content pieces and distribution tactics that exceed every expectation.
- Developing a Negative Feedback Obsession Isn’t Healthy. According to Copyblogger, “dangerous” feedback from your readers can make you steer in the wrong direction. If you focus solely on complaints and any other kind of negative feedback provided by your crankiest readers, chances are that you’ll lose your voice and drown in a sea of uncertainties. You don’t have to divide your visitors into two categories: Brand Evangelists and the Devil. The main idea is that you should deliver great value to the targeted audience that represents a good fit for you and worry less about minorities. You can’t please everybody.
3) It Is Highly Recommended to Get Up Close and Personal with Your Clients. In orderto stimulate Bertie’s self-corrective abilities, Logue creates a powerful connection with his client. In a nurturing environment that supports the king’s progress, Logue tries to identify the factors that triggered his patient’s speech disorder in the first place. He makes Bertie relive the past and digs deep to tackle the real root of the problem. By understanding the unique impediments that stop Bertie from preparing and delivering a flawless speech, Logue manages to come up with the right solution to George VI’s pressing issue.
The Definitive Guide to Copywriting by Neal Patel and Joseph Putnam reveals that the web content that you write shouldn’t be about yourself, your brand or your personal ambitions and business goals. It should be about your readers. This is precisely why great copy involves a deeper understanding of your audience. Just like the great David Ogilvy once said, “advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” Therefore, you should realize who you’re writing for, how your readers think and what exactly they want from you.
All in all, The King’s Speech provides a few useful valuable lessons enabling copywriters to enhance the quality of their work and build solider bridges between themselves and their clients and prospects.