We hear it from all types of gun-shy companies: “We don’t want to alienate the customers in our sweet spot. So let’s play it safe, and write like everyone else in our industry. Let’s keep our marketing (website etc.) copy generic, and not stick our necks out. At all.”
It’s a trap. Too many business owners and leaders have been socialized to believe that impersonal, self-referential, matter-of-fact marketing copy is the safer bet. But the traditional method is tepid, it’s bland—and as a consequence? It’s forgettable and uninspiring.
Fact: there’s no such thing as no-risk copy. For every marketing choice you make, there will be those who love it…and those who don’t. Copywriting is a natural leap of faith, so you may as well shoot for the moon. And when your copy is vivid, humanized, and inspiring? It wins more fans off the bat.
Take these two Karate schools, for example:
School A says, “Sign up for a karate class, and get a free pair of handwraps.”
School B says, “The tension mounts. A flashbulb screams. The two men facing off are intensely focused on being the best fighter of the night. If this sounds incredible, you’ve got the soul of a warrior.”
School B conveys passion, breeds excitement, and builds an engaging story. In contrast, school A makes a weak sale to everyone, and by trying to be all things to all people, ends up being nothing to nobody. The real risk to your company? Not taking any in the first place.
