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“No matter what people tell you, words and ideas can change the world,” said Robin Williams. No one knows this better than artists do. From musicians to actors and writers, we all know that one idea combined with passion and the right words can invoke change. In some cases, it can even change the world—whether that world is literal or figurative. What a shining of example of this we see from the late, great Robin Williams. His idea of comedy and acting combined with the words he chose changed the lives for so many of us, from the children at St. Jude’s he chose to represent to those of us who watched his performances from our home television sets.
The actor, who so many of us know from childhood, died at the age of 63 on August 11, 2014 in Paradise Cay, CA. He had been quoted as saying he wanted a “quick death” while in rehab. Despite battling a dark life chapter, he tried to stay positive and upbeat.
The news of his untimely death struck a chord in nearly every person on the planet. It stopped many of us dead in our tracks, and it made us realize that even the most humorous sometimes battle the most difficult. In many ways, his death struck harder than others did. For a man who brought us so much joy to die in such a tragic way is difficult to wrap our heads around. It pains us. We will all mourn the passing of such a unique and gifted individual, but in the face of such loss, we can also learn a great deal from this one of a kind man.
Copywriting Inspiration: Variety Really Is Spicy
“Variety is the spice of life.” It’s one of the oldest sayings around. Williams is a stunning example of just how variety really is spicy. His roles ranged from the hilarious to the tender. He possessed the unique ability to make us laugh while also making us stop and think—sometimes about incredibly controversial and relevant topics.
As copywriters, our audience is composed of people who love the relevant. They love to solve problems, sometimes in unique and exciting ways. They are addicted to the things that make us human: love, compassion, humor, and even sadness. We thrive on variety; it’s why we can’t (and don’t) eat the same thing every day! Why should our content be any different?
Keep On Keeping It Fresh
When you hear the name ‘Robin Williams,’ what comes to mind? No doubt, a laundry list of characters and an instant thought of comedy. Every character the talented actor took on brought about a fresh look at life and comedy. It’s one of the many reasons why Williams is such a recognized and beloved icon.
Keeping content fresh is something every copywriter struggles against. It’s no secret that just about every idea in the book has been tried. That being said, it’s easy to get stuck in the same old shade of whatever we are doing. And this is a dangerous trap because it sucks the freshness right out of our writing, leaving our audience hungering for succulent copy! What’s the solution?
Reinvention! With every character or act that Williams graced the stage with, he attacked his subject matter with a fresh perspective. New isn’t always better, but how we choose to look at something is. Don’t be afraid to introduce writers to a different angle of the same subject matter. It expands their knowledge and keeps the material fresh.
Make It Lively
ABC News ran a fantastic tribute to Robin Williams. In it, they highlighted some of his most epic work:
The lesson we can take away from this tribute as a whole is that audiences love lively. Williams held a frantic pace. He was off the hinge and totally off the wall, and people loved it! They loved how he seemed to embody life and pass it on. Can copy do the same thing? Yes!
The style we choose to write in can liven up for dull down our copy. The illustrations, word puns, and even the visual cues we choose all contribute to the pulse of our content. People don’t want words that are dead on arrival and dreary to read. They don’t want to feel like they’re falling asleep in college again, listening to a dull professor drone on about a boring topic. But wait, is it the topic that is dull or the presentation?
How we choose to present a topic in writing will determine whether or not it is well received. Our words can pack a punch. They can grip interest and sink deep into the very souls of our readers. The best way you can keep your copy crisp and lively is simply to always fire your passion. The moment you get bored, you better start to worry about (and check) the pulse of your content.
Surprise Your Audience
What made Williams so addictive? Wouldn’t you say it was his unparalleled ability to surprise? From his outlandish performance as Mork from Mork and Mindy to his unbelievable transformation into the unrivaled Mrs. Doubtfire, Williams never failed to surprise us at every turn. What a lesson for the astute copywriter!
What makes content shareworthy? We talk about how important it is to connect with our audience and write compelling, engaging material. But sometimes we forget about how powerful and welcome a little surprise can be! Never be afraid to tastefully shock your audience. It’s the thrill of the surprise that helps keep our readers coming back again and again. They know that there will never be a dull moment.
Know When to Be Serious
Although primarily known for his humor and comedy roles, Williams knew that there was just as much a time and place for seriousness as there was for funny. The “all my love to you poppet” scene from Mrs. Doubtfire demonstrates this beautifully. At the end of this film filled with side busting laughs, this one scene nails the serious side of children coping with divorce:
As copywriters, it is our duty to know when to be serious. Some topics call for a serious discussion that involves facts, statistics, and even feelings. Always be aware of your topic, the goal of the piece, and your audience. Use this information to decide when to take a serious tone and when to stay all business.
Convey Feeling At Every Turn
One of my all-time favorite scenes performed by Williams comes from Good Will Hunting. In this scene, every word jumps off the screen. It’s gripping, thrilling, and a virtual delicacy for every one of our five senses:
This scene is chalked full of copywriting inspiration because it digs deep into the importance of reaching our audience on every possible level. The words we choose to paint a picture with in the minds of our audience have the potential of appealing to all five of their senses. They even have a chance of tapping into the real life experiences of our readers. Never, under any circumstances, underestimate the ability to convey feeling and connect with your audience through words!
The Behind the Scenes Story
Perhaps the most important and tragic lesson we can learn from Robin Williams is that a story is always brewing behind the scenes. While on camera and on stage he made us smile, laugh, contemplate, and learn—sometimes all at the same time. Yet, behind the scenes, he was fighting a grim battle that cut to the bone. He never tried to hide his struggle with depression. Although the tragic end of his life has left the world in disbelief, he has left behind a lifetime of lessons and laughs that we all can learn from. In fact, one might say he has given us a legacy of laughter to cherish.
Saying goodbye to an icon who has been with so many of us since childhood isn’t easy. In fact, although the great majority of us never had the honor of meeting this brilliant man, we have learned some of the most valuable life lessons from his work and his very life. He was a man unafraid. He didn’t fear being different. He stood out from the crowd. He stood up for what he believed in, and he wasn’t ashamed to admit when he was battling something as dark and scary as depression. Although he lost this battle, he will forever be memorialized and remembered in our hearts as the man who made us laugh and caused us to think in the same breathtaking moment. It goes without saying that Williams would want to be remembered for all the joy and laugher he so selflessly brought to us all.
Behind the scenes of every business, brand, and entrepreneur is a story—your story. It’s what makes you tick, and it defines your company. Will you use your story and the copywriting inspiration left by Robin Williams to motivate and expand your content? How will you choose to remember this one of a kind icon, and what will you do to apply the valuable life lessons he taught and the awesome he has inspired?
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