When I think about my story, I consider all the things I’ve chosen for myself: my vegetarianism; a sleepless, steel-plated city; my Icelandic water phase, still the defining centerpiece of my refrigerator. In all the deeply personal, inescapable allure, I consider the poet Mary Ruefle:
“I think the sirens in The Odyssey sang The Odyssey, for there is nothing more seductive, more terrible than the story of our own life, the one we do not want to hear and will do anything to listen to.”
And so we make that story count, however we can. To tell any story is to tell thousands of others—everything that’s ever swayed us toward something or somewhere, all because a single message moved us in ways others could not.
Imagine your brand wielding that power: your product name-dropped at the dinner table, your slogan recited verbatim among strangers. What if your message were an inextricable part of the story—or millions of them?
That’s one of the reasons we wrote Galvanize, a guide to humanized copywriting. This ebook explores four key communication themes:
- Audience: Which brands are creating connections and making people feel seen?
- Messaging: What points of view break past defenses to create resonance?
- Style: Which voices express the most magnetic personalities?
- Innovation: How are brands using the written word to stand out from the pack?
In our last post on Galvanize, we explored the first theme. Now, let’s dive into the second.
Tell a story worth retelling
What are you really saying, and how does it fit into the right people’s stories? Do your words evoke vivid memories, today’s front-page headlines, or even other narratives? The story of my life—and yours—is a retelling of every decision we’ve ever made. That’s precisely the power of a strategic brand message: it gets your audience to choose you, over and over.
A while ago, I stumbled upon a vintage snob appeal campaign by Rolex. Though it has nothing to do with my story—I’m hardly an aspiring upstart within the male managerial class—I felt absolutely struck by it:
You’re not ready.
You’re young.
You haven’t been with the company all that long.
You’re not quite sure of your position.
Maybe in a few years, when you’re a little more established.
But not yet.
Of course, if you disagree, you can visit an Official Rolex Jeweler.
Compelling, right? The message—with a Rolex-adorned wrist, you’re exactly who you think you are—taps into a specific audience’s desire for exclusiveness and status. It’s a turning point in the story: people see you now, whether you’re in the office elevator, at a client dinner, or on a resort balcony across the ocean. And, well, your company? They’ll never doubt you again.
Bring your message to life—and galvanize millions
In a sea of noise, our stories give us shape, weight, and clarity. That’s why we tell them out loud—to immortalize our lives’ split-second epiphanies, illuminated by all the right words. Your message lets the light in for audiences near and far—and carries it back to you in spades.
At MarketSmiths, we help you craft a brand message that can go the distance. Tell your story with creativity, strategy, and urgency—and let your audience tell theirs.
Be on the lookout for blog posts on the remaining themes. In the meantime, download Galvanize to learn more.
