Since the 1920’s, movies have inspired us and elicited the most powerful emotions in the human gamut of experience. They have horrified us; made us weep; overjoyed us, and allowed us to escape from the humdrum of everyday life. Movies, like any other art form, are subjective to the viewer and can be interpreted in any number of ways. Writing is much the same way. The truth of the matter, though, is that both art forms are eerily similar in how they evoke emotion and thought in the audience. Copywriting needs to follow this same form, except rather than a fictional movie or the great novels of the past, it needs to inform and persuade.
Yet, inspiration and comparisons can be drawn from books that have been adapted for the film format. An increasingly popular way of bringing literature to a mass audience, the two most recent quality examples of this specialized fusion of styles is The Hobbit and The Hunger Games. Both of these adaptations hail from franchises that are beloved all over the world, bringing in millions of dollars in worldwide ticket sales and enjoying massive popularity. With the latest trailers for the third Hobbit movie, “The Battle of Five Armies,” and the next installment of The Hunger Games, “Mockingjay pt. 1,” generating millions upon millions of views on YouTube, it is clear that these holiday blockbusters are shooting for the big ones.
Trailers are an excellent form of marketing, especially in the age of Internet news and entertainment (check out the YouTube leaderboards to see more awesome trailers that are huge hits), but this article is going to go over about the specific inspirations our writers can claim from different quotes in the previous two films from both franchises and how they are relevant to copywriting.
The Hobbit and Copywriting
One of the earliest exchanges between Gandalf, the moral center of The Hobbit and The Lord of Rings, and Bilbo, the film’s protagonist, is not only one of the most hilarious but also one of the best things to remember about copywriting.
The Wisdom of Gandalf
-Bilbo:Good morning.
-Gandalf:What do you mean? Do you mean to wish me a good morning or do you mean it is a good morning whether I want it or not? Or perhaps you mean to say that you feel good on this particular morning. Or are you simply stating this is a morning to be good on?
-Bilbo:All of them at once, I suppose.
This exchange is really quite poignant. It should remind every writer out there that the real gift with the word is to say something familiar in an unfamiliar way. Text can mean more than one thing and this is something that should be kept in mind. Whether it is a detriment or a helpful asset is entirely up to the individual.
Gandalf continues to provide wise advice to our copywriters in the most memorable line of “An Unexpected Journey” when he is talking to Bilbo outside of the troll cave after he has been given Sting, his trademark blue-glowing sword.
Gandalf: […] true courage is about knowing not when to take a life, but when to spare one.
This line rings remarkably throughout the world of Middle-Earth and sets the foundation for the pivotal riddle game against Gollum later in the film as well as the ultimate victory over Sauron at the end of The Lord of the Rings. But it is also quite palpable to many writers, as well. Over time, a writer can become too comfortable with the same routine day in and day out until it gets to the point that their quality begins to degrade and they can no longer keep contracts. This line is good for the writer in that it reminds them to take the chance and do something different, to break the traditional mold and take the calculated risk. Don’t just hack off an idea just because it looks weird. Stirring the pot is essential to a successful writing career. So do it every so often. You just might enjoy it.
The Terror of Smaug
The second Hobbit film, in contrast to the first, is far more action-oriented. With character development finished, it is time to throw them into a dangerous situation and see how it turns out. In the case of “The Desolation of Smaug,” it is Bilbo’s first encounter with the eponymous dragon in the great treasure horde of Erebor. Their exchange is packed with clever lines that test Bilbo’s ingenuity against a monstrous threat. Pieces of their word game can be taken to heart by copywriters as well. Take this set of lines, for example.
Bilbo: I am he who walks unseen.
Smaug:Impressive titles. What else do you claim to be?
Bilbo:Luck-Wearer. Ring-Winner.
Smaug:Lovely titles…
Bilbo:Barrel-Rider.
Smaug:Barrels! Now that is interesting!
This exchange should remind any writer of the power of titles. They can make or break a piece before a reader can even get to the content. The more intriguing a title is the better off your piece will be. This is even more important in the formation of meta titles, which is how people will see what the article is about and decide if they want to click it or not. Never ever underestimate the power of the headline.
But headlines alone are not enough. The content beyond carries equally as much weight. Never is this made clearer than in this exchange, again between Bilbo and Smaug.
Smaug:Do you think flattery will keep you alive?
Bilbo:No, no.
Smaug:No, indeed!
While content needs to be eloquent and proper, it also needs to be correct. Making claims that are not true will not only destroy the relationship between writer/agency and the client, but it could potentially harm them as well as reader’s look over the page, see all sorts of promises attached to it, and then expect the website to deliver. Genuineness is essential in copywriting. This is why research is important. Users of the Internet are just as powerful as old Smaug is and many times scarier if mislead. Don’t tempt the dragon to destroy Lake Town. Businesses can be rebuilt. Your reputation cannot.
The Hunger Games
In a franchise as riddled with young adult angst and anti-establishment messages, The Hunger Games can generate just as much inspiration and give as much advice as The Hobbit. The character of Peeta, in particular, is a most interesting subject when you are looking at this film for copywriting tips. One of the most relevant exchanges between him and Katniss is at the end of the first film as they are going back to District 12, victorious and yet unsure about where to go after their traumatizing experience.
Peeta Mellark: Creative Extraordinaire
Peeta:So what happens when we get back?
Katniss: I don’t know. I guess we try to forget.
Peeta: I don’t wanna forget.
This is the essence of good copywriting. Content needs to do more than stick a couple of keywords into the text and keep the marketing organic to the point of subtlety. It must be interesting. It must be engaging. It must send a message any reader can understand and give them a reason to use the website’s services. Indeed, if the material isn’t intriguing enough that regular people wouldn’t want to click on it, then Google will not want to click on it, either. That is something which much always be avoided.
But more can be taken from The Hunger Games than just that little bit. Peeta has more to his inspiration chops than meets the eye. In “Catching Fire,” which accounts for the rise of the revolution against President Snow, Peeta is talking to Katniss about his motivations now that they have been called back to compete again. He tells her:
Peeta:I just don’t want to be another piece in their game, you know? […] if I’m gonna die, I wanna still be me.
This line is particularly important to copywriters as individuals. Just like Gandalf encourages us to maintain our own individuality, so does Peeta. It is important for working writers to ensure that they not only enjoy their work, that they not only turn in their work on time, but also have fun with their work. Copywriters should not be afraid to occasionally break the mold and be themselves. Writing is a wonderful way to express that even if it’s for advertising copy.
Mind the Berries, Writers
Katniss: It must be a fragile system if it can be brought down by a few berries.
That is absolutely the case. Except berries, in this case, would be drive and deadlines. The best copywriters all have a drive to continue producing quality work that expands their portfolio and gives them more visibility on the Internet. They have to want to work rather than need to work. The desire is paramount; those without it are likely to struggle. Always remember, as a copywriter, that the odds are not necessarily in your favor all the time. You must be flexible, you must be driven, and you must be able to have fun as well. By adhering to those rules, you can gain inspiration without needing to beat yourself up and produce quality content—the black arrow for the Internet audience.
“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?
We all know Tim Burton, whether we are solid Burtonites or if we have only watched a few of his films with friends or family. He is known for his unique take on films and many remember him for his films like Nightmare Before Christmas, Edward Scissorhands, and Beetlejuice. However, his incredible filmography is not the only great thing about this unique director – his copywriting skills are something that any copywriter can learn from. We are going to take a look at a few ways in which Tim Burton does copywriting and how it is tremendously successful. In fact, how he does copywriting is really what has helped push him to the top, since his films are not the standard Hollywood fare.
Tim Burton Stays True To Himself
One thing you can never say about Tim Burton is that he copies or hides behind methods that are overdone. He is known for completely being himself and anything that seems overdone (like Johnny Depp in almost every film) are only overdone because he has stuck to what he likes. You know that you are watching a Burton film, or that he had something to do with the film because it has his unique signature looks and designs. He also sticks with the things he loves and those things that inspired him to become a director, such as using Vincent Price for as long as he could in his films or making a film based off of painter Margaret Keane, who one can obviously see inspired Burton’s art. When being interviewed, he never strays far from his personality, which endears him to many people.
What can copywriters learn from this? It shows how important it is to stay yourself and be genuine. Sure, sometimes it might seem difficult to be yourself when it comes to writing copy, but if you try to sound like anyone else, it will come across as fake and forced. Burton does change to different versions of himself depending on the situation, and copywriters can do the same. If you are witty and sarcastic, you can definitely use this in your casual, laid back pieces, but you should also be able to transform your wit and sarcasm into something professional. Whatever your personality is, always make sure to stay true to it. It will make your writing sound more personable and can create excellent relationships with existing and potential clients.
Tim Burton Dedicates Time To His Projects
You can never say that Tim Burton doesn’t spend enough time on his projects. While he didn’t direct Nightmare Before Christmas, he did direct Corpse Bride and Frankenweenie, all of which are stop motion. (Stop motion filming is a huge process and commitment to undertake.) Many of Burton’s projects all started a long time before they were even considered for large motion pictures, many of which he wrote while working as an animator for Disney. He wrote the story for Nightmare Before Christmas in 1982, and Disney considered for a brief moment to use the poem as a TV show. It was eventually shelved for being far too strange for a TV audience. Eventually, it was filmed and released in 1993 because of Burton constantly working to get it put into production.
This shows an awesome level of dedication to his projects, even if he couldn’t direct some of them. No matter what role he had to take, he always took some role in making his films to make sure things were done like he wanted them to be. This is great for copywriters because it shows that dedication can produce long lasting, quality material. If you simply aim just to write out X amount of blogs a week or to write X amount of word web content pieces a week, you will find that the quality of your content is low and lacking. Spend some time and work on your projects to ensure that you produce the highest quality pieces.
Tim Burton Builds Lasting Relationships With Fans
While Tim Burton is known for being insanely shy, his fans know him as someone they can relate to. This is because he works hard on his projects, gives access to things like an art book, and stays true to himself. Because he follows these core values in copywriting, he is able to build long lasting relationships with his fans. Many feel they know him, though they’ve never met him, simply because he can get on their level and speak to them in a way no one else has been able to.
This is great for copywriting, because relationships are what will make your web content soar. Building relationships will also help you beat your competition at the game and get a strong client base. The relationships you build now will ensure that you will have a consistent client base that will always support you, share your material, and, of course, purchase your items. Build those relationships by following what Tim Burton does, be yourself and dedicate time to your content.
Copywriting Inspiration from Tim Burton
You can learn quite a bit from Tim Burton. Take this chance to look into his work some more and see what inspiration you can gain from him for your content marketing and copywriting. You will love the results you get once you follow the above steps!
The 2014 Olympics were filled with talented people, glorious uniforms, and humor. It had its own twitter feed, and memes from different events were usually on the Internet within an hour of the event occurrence.
Although the Olympics may seem like a spectacle with no substance, we as copywriters can actually take inspiration from various things that happened in the two-week span that was the Winter Olympics. Let’s take a look—shall we?
How to Handle those Annoying Mess-ups
The most memorable moment outside of the #sochiproblems twitter trend was that pesky Olympic ring not opening. Memes started popping up everywhere, joke articles posted, and people talked about it for the entirety of the Olympics. It is something that will live on for years and give Type A personality types nightmares until the end of days. There is an important lesson to be learned with this particular mess up, though.
At the closing ceremony, watchers were not expecting Russia, of all countries, to make fun of itself. Many people had, and still do have, preconceived ideas about Russia and were completely surprised when Russia did something a lot of people are afraid to do by mocking themselves and turning a bad situation into a humorous one. They took and implemented the old saying of “it is better to laugh with people then have people laugh at you,” into the closing ceremony. That was quite epic! It was on the Internet in minutes, maybe even seconds. Twitter exploded with tweets exclaiming how amazing it was, and everyone seemed to enjoy it completely.
What can we take away from this mess up? Well, we all know we will mess up eventually and possibly mess up just as epically. We write our copy, read it, re-read it, and send it off to editors, but undoubtedly something will happen. That is Murphy’s Law for you. There is likely to be some time when you find information online and share it or quote it only to find out it is a farce. That is embarrassing, and it is understandable if all you want to do is hide from the world. Instead, follow Russia’s example of making fun of their flub. Joke about your mess up with followers and readers; do not try to hide the fact that you messed up. Everything will be fine, and people will enjoy and appreciate that you are laughing at yourself and your mistake, as well as being honest.
Staying Current with Your Copywriting
Keeping up with the trends is important in every aspect of advertising, hosting sporting events, and copywriting. If you are not current, people will turn away from your events or stop reading your material. You do not want this to happen because those attendees and readers help keep you successful!
When it came to advertising the Winter Olympics, the BBC went about it in a very current way. Their commercial leading up to the Olympics had a Game of Thrones vibe to it, very dark and full of treacherous landscapes. Not only did they play off of the darkness and wintry aspects of Game of Thrones, they also got an actor from the show to do the voice over. Fans of the TV show were very excited when they heard Tywin Lannister’s (aka Charles Dance) voice begin. Another way advertisers got people to tune into the Olympics is the “Loser Gets Bieber” billboard that went viral. It was set up in Chicago for the men’s Canada vs. USA hockey game and many people who otherwise might not have watched the game, tuned in. It quickly became the “most important” game of the Olympics.
Photo credit: Command Sign
We are not suggesting making fun of celebrities who are in the news for some of their most raucous behavior, but we are showing that keeping up with current events brings in more viewers, and in your case, more readers. As Hubspot points out, many of the athletes at the Olympics were down to earth and kept up with the current trends, particularly those within the extreme sports category. The word “stoked” was used 14 times, someone joked “Wu-Tang” was for the children (which, we will say, they aren’t), and people were just generally easy going. This is a big part of society now, especially with the millennial generation. Due to this laidback approach many millennials tweeted and talked about the Olympics.
Staying True to You and Your Readers
Another important lesson you can take inspiration from in your copywriting is how many athletes were unassuming while also managing to please their fans. When people tune in for extreme sports, they want to see laidback people, not people in shiny costumes who use exquisite language. When tuning in for figure skating, viewers want to see those sparkly, and sometimes outlandish, costumes. Let’s not forget that Bermuda stayed true to themselves and wore shorts to the Winter Olympics opening and closing ceremonies.
Photo credit:Mashable
The Olympics are all about knowing which audiences tune into which events, and making sure advertisements and uniforms, or costumes, appeal to that demographic. The same goes for copywriting. Knowing whom you are writing for and whom you are writing to is very important. If you do not know the demographic you are appealing to, eventually people will lose interest in your writing.
Creating a Buzz
One thing that can be said about the 2014 Winter Olympics is that the opening and closing ceremony fashions were eye-catching and, in most cases, memorable. Twitter was ablaze with people discussing the different uniforms each country wore. America had gigantic Cosby sweaters while Canada had striking red coats, and let’s not forget those curling pants worn by Norway and Russia. While many fashion experts found the American and German teams to have terrible fashion sense, many people online loved the bright and crazy color combos. When the opening ceremony ended people were not just talking about that fifth ring, they were also talking about all the crazy fashion, and which aspects of the fashion they loved or hated.
Photo credit: Ints Kalnins/Reuters
How can you learn from the fashion of the Olympics? As we said earlier, many fashion experts really hated the uniforms worn for the opening ceremony. They talked hours on end about how terrible the fashions were, but this is actually great. When it comes to writing your material you may think people saying negative things about your content is the worst that could happen when in reality it can be pretty good. Having haters on your site shows that your content is engaging enough to have people disagree with you.
People love to disagree with others. We just do! We love to debate, and we love to show that we are right. Having content that gets people debating with you is a great sign you are doing something good.
Photo credit:Mashable
Lightning Fast: The Internet Responds
It is a well-known fact that the Internet responds to crazy things at lightning fast speeds. It seems like a race now for people to post responses as quickly as possible while also creating the best response. Just any old response is not going to cut it when it comes to Twitter and Tumblr, it has to be something memorable and something that will go viral. The Olympics proved this true as people responded to various political elements all the way through the events that had some of the craziest moments. Buzzfeed is one of the first sites to compile the Internet’s reactions, and after the fifth ring failed to open, they created a list of the different responses. This list had a total of 657k views! It was highly shared on social media sites; specifically Facebook and people are still sharing this post.
Copywriters should take note of how quickly the Internet responds to things, especially if it is a mistake. The good part? You can actually use this to your advantage if it happens to you. It will generate more site traffic and more interest in your writing. JCPenney was recently at the forefront of a Twitter prank/hoax drunk tweet that have since generated a lot of buzz. In 6 Ways to Fix Your Social Media When Drunk Tweets Get Out, it’s easy to see how you can make a negative event such as working quickly and decisively, being completely honest, and using it to build up publicity, work to your advantage. We understand just how fast the Internet will respond to your mess up, and it is important for you to understand this, as well. By using the Internet’s rapid response time, you can garner more interest by essentially rolling with the punches, whether the Internet is responding to you or another situation.
Final Thoughts
The Olympics provide an interesting backdrop of conversation for copywriters as they look for inspiration. It may not seem like one can get much inspiration from something filled with extreme sporting events, but it is absolutely possible. Next time you write, think of these few ways that you can get inspiration from major events that come around with more frequency than the Olympics. You will be amazed by how much you can learn!
The BBC or British Broadcasting Channel is definitely a powerhouse in the television and news market. It used only to be available for British citizens, but the BBC has since branched out to reach a wider audience. In the past, American citizens could watch things such as Miss Marple or other BBC mystery shows or dramas on PBS, but these shows were few and far between. Now, the BBC has a channel in America called (of all things) BBC America.
This has given American citizens the ability to watch extremely popular BBC shows right away and on their own TVs. This has saved the BBC from people illegally downloading shows and has brought in significant revenue. How are they so successful that Americans desperately want their shows? The BBC has some incredible content marketing skills! Anyone can learn these skills from the BBC and this blog is going to explore this company’s excellent copywriting skills.
BBC and America: Doctor Who and Sherlock Taking Over
The main thing people think of when they hear the BBC mentioned is the company’s two successful shows – Doctor Who and Sherlock. While the BBC has many popular shows both in the United Kingdom and America, these two shows are television juggernauts. There is no denying the power of these shows and the fandoms created around them. How did the BBC get here though? Easy. They made two shows that are expertly crafted with great marketing strategies and made them available to anyone. Before Sherlock ever came about, Doctor Who was taking America over, but it began long before Matt Smith took the mantle of the 11th doctor.
In the early days of this science fiction show, the BBC would show it on a few HAM television stations. It was poor quality, but people loved it nonetheless. This show brought about something no one had done yet: it was science fiction, yet incredibly human. After a hiatus, the show came back in 2005 and took the world over by storm.
How did the BBC manage to take over the world with their shows? They expertly marketed to different audiences. Each show is varied; Doctor Who is story-based with cheesy special effects while Sherlock, also story-based, is filled with gorgeous filming and graphics. They appeal to different groups and the BBC knows that this is how they bring in money outside of a British audience. As a copywriter, you can learn from this. You need to reach a wide audience with your content marketing. The best way to reach them is to research each audience and make different content formats available to bring them in.
BBC News: Becoming A Trusted Source
Outside of popular television shows, the BBC has become a trusted news source in America, surpassing CNN or Fox News. How did this happen? They started writing articles that were filled with facts without any personal opinions until further in their articles. Many times, they do not seem like they are trying to influence people to feel one way or the other about an event, which is refreshing for many.
Outside of keeping personal bias separate from facts, BBC news and TV channels also offer a wide variety of different content. They have their news section, they have entertainment, and they offer simple stories as well as in-depth articles about various things. This is great for copywriters to learn from because it shows that the varied posts are beneficial to anyone. Sure, the BBC could write on simple news stories around Britain but that would cut down on the amount of international readers and watchers.
Understanding the Need For Social Media Copywriting and Engagement
The BBC also understands the power of social media and promoting engagement among customers. On all of their articles, they encourage people to share with their friends through social media sharing buttons. On the news angle, they use social media to share news articles but to also keep followers up-to-date with any breaking news around the world. Social media is a powerful tool for all businesses whether it is for a news corporation such as the BBC or for small businesses in a small town. Social media gets you out there and makes important information available for followers.
The BBC is also incredible at promoting fan engagement. A perfect example of this is Sherlock season three’s interactive trailer. The BBC released the season three trailer with an unusual fanfare of involvement. They provided fans with the ability to watch the original trailer, but to also click on various things throughout to receive insider information about the show. This could be a clip from the new season or interviews with cast and crewmembers. There were many a fan who spent countless hours watching behind-the-scenes information and this interactive trailer was shared far and wide across the Internet.
While you may not be able to do something as drastic as an interactive trailer, you can engage with clients through social media or on your blog site. You can even hide little Easter eggs throughout your webpage encouraging people to look through every little detail. One example of this is a group of women who wanted to start up the art of letter writing again. When the International Geek Girl Pen Pal Club (IGGPPC) released their new website, they also released an incredible achievement game. All one had to do was go throughout the entire site to find the various achievements. This helped all of the women using this site to learn every detail about the IGGPPC and created an excellent feeling of community.
In Closing
The BBC has countless copywriting tips you can learn; all you have to do is read through their numerous sites. Take a few lessons from them and start implementing them into your company’s website. You will notice that you start bringing in great revenue the more you involve your clients and craft incredible content.
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