Write like a human

5 Ways to add Soul to Your Content Serving

If you work in marketing, it is highly possible you’ve recently googled:

Will ChatGPT replace copywriters?

Will ChatGPT replace graphic designers?

Will ChatGPT replace me?

*Screams in corporate silence*

You? Irreplaceable. So make sure to retain your voice.

You’re (mostly) irreplaceable

First of all, if your mom/BFF/dog did not tell you today — you’re truly irreplaceable. Clears throat. However, we can’t argue or ignore that on some level, there is a formula to content creation. And this, not you, can be emulated. When it comes to connecting with humans, other humans still have the edge. So until we can google “best soul dupe” — here are five hot tips to lean into connecting with your own one-of-a-kind soul sauce. Sounds gross but please do continue.

Logan Roy would want you to make the most of your audience’s time.

Why am I here?

When you don’t have a lot of space or your audience’s attention for long, first figure out exactly what needs to be said. It is surprising how often the content we encounter online is unnecessarily confusing, misleading or missing the most essential piece of information. What have you arrived at this place to say? What goal have you been tasked with? Start with the “need to know.”

Kendall is not direct with his dad, unless he is rapping. Be direct with the need to know.

Value your message.

Occasionally, when it comes to brand writing, an aim to “sound cool” can land condescending. Efforts to be coy feel somewhat complicated. Your audience is your peer; a friend that’s trusting you in that moment. Respect your reader. Be clear, be confident and be kind. And above all else, honor their attention and say something valuable.

You’ll only get that coveted two thumbs up by verifying your tone checks out: brand voice and platform.

Check your tone, twice.

Think of tone as an element of personal style for “the brand.” It could be your brand or a company you work for. If you went into that brand’s closet there might be an existing overriding aesthetic — be it bold, conservative, playful, classic… Now let’s say, you are going somewhere for a casual brunch or business meeting — you would dress differently, no? Well that’s how to think about WHERE the content and copy will live. There is an inherent tone to different platforms. Tone needs to be tweaked for both the brand and where the brand is “going out” to. People are in a different state of mind from LinkedIn to TikTok to a brand’s customer support center and your copy should reflect that.

Shiv Roy knows there’s something underneath Logan Roy’s momentary truce.

Examine the emotion behind the emotion.

Too often, when trying to catch our audience’s attention or the good-ole “cut through the noise” — we play to the obvious emotion. But baby, you’re an onion! You’ve got layers… and everyone loves some layering. A laugh is never just a laugh. It can translate to nervousness, shock, surprise, joy perhaps even an offended guffaw. When you take the time to address what is operating underneath an action or desire, you can expertly and authentically tailor your message to your audience and form a deeper connection.

Don’t be a Gregglet. Avoid Gregging by going your own way.

Be cautious of the crowd.

In content creation, topics and the way they’re served up are part and parcel of your strategy. When trends bubble up, it is ever-so-tempting to try and ride the content wave for social currency. Resist. Drill down to what is unique to your service, product or offering. Things you might overlook as boring, like process details, might be truly captivating to your audience. And trending TikTok dances or the latest hashtag or meme is not as cool or interesting after the 7th time you’ve seen it in a 24 hour period.

Logan Roy & I wish you good luck.

My end, your beginning.

You’ve got the goods. Marketing messaging can be tricky but the biggest edge you can give yourself, is to position yourself on the other side of it. Read it out loud. Get a friend/enemy/stranger to read it to you. Things will emerge that aren’t always seen on the page. And above all go with your gut.