If a Copywriter had tackled Coronavirus
COVID-19 is, I appreciate, in many ways and for many people not an entertaining matter; snatching lives and livelihoods and exhausting resources. But at the same time, we’re British; and whatever the crisis we can always take a more light-hearted angle on things.
So, as a copywriter, I’ve been pondering in a light-hearted British sort of a way - what if a copywriter had tackled Coronavirus? I can’t help feeling there would have been a few things done differently…
First off – branding. Any copywriter worth their salt would have helped Coronavirus come up with a far snappier brand name than the random set of numbers and letters ‘COVID 19’ – not that memorable in the scheme of things. Critically, we’d also have avoided the brand confusion involved in stealing the name of a long-established beer company… Just imagine the lawsuit.
Secondly - target customers. Coronavirus has admittedly done a great job at targeting a specific demographic. But bring a copywriter on board and they might have questioned the wisdom of targeting the elderly and vulnerable customer sector in quite such a blatant manner – not great for PR.
Thirdly - consistency of tone and message. To say there has been mixed messaging around COVID-19 is an understatement. If you’re going to launch something worldwide you need real clarity of message and a recognisable tone of voice for instant recognition whatever the platform or market. A good copywriter could have helped Corona define a less muddled brand tone and a snappy message, spreading its reach through strategy not stealth.
Obviously, this advice doesn’t in reality apply to a deadly virus.
But it does apply to your brand – be it a small business, large national brand, charity, arts organisation or school.
Working with a copywriter helps you:
define your brand (from its name to its core values, brand tone of voice or a particular current emphasis) and stay true to this brand in any content you produce.
speak engagingly to an appropriate target audience: using language, tone and content that will resonate with them and move them to engage with you or buy from you.
ensure a consistent tone of voice and message across your communications. No more content sounding like it’s been written by different members of your team, using wildly different language and giving off a different feel or conflicting messages.
We’re all facing uncertainty at the moment, but I’ll be putting a few blogs out in the next few weeks with some helpful tips on keeping your brand and written content both relevant and consistent, to help you work on your communication at this critical time.
In the meantime, keep safe - and copywrite your way through the crisis!