Marketing copy can be hard to come up with on the fly. Suddenly you need to create an ad for Google, a television spot, or the latest native ad piece but your creativity seizes up. This solution sounds too easy, but it’s especially effective. The best part is that the ad copy this produces isn’t the typical “vanilla” creative that can come out of a brainstorm session. This is the type of marketing that will drive results.
Recent science has discovered that when 2 people are engaged in conversation, their brain waves actually begin to synchronize and work simultaneously together. When 2 people are in conversation, you quite literally get the brainpower of 2 vs 1.
Ok, here’s the approach.
- Find a peer that you can dialogue out loud with (verbal, not text or e-chat). Go find a huddle room, conference room, or somewhere you can openly speak without interference.
- Set your phone to record the discussion. The iPhone comes with an app called “Voice Memos” which works well and is free.
- Now just start talking about the product, service, or brand. Make it natural, not forced. Plan to speak for 2-3 minutes. If things start flowing smoothly, keep the conversation going. We’ve found that if you can dialogue and take a few minutes, it becomes a more natural and valuable conversation a few minutes in. What you are about to record will be “audio gold” later as you extract different marketing messages from the recorded audio.
- Listen to the audio and begin typing or transcribing different things that were spoken on the recording.
We are in the midst of launching a start-up, as well as authoring a book. This approach has been very valuable, especially when we are having a hard time unlocking that new, fresh copy.
We’ve found that the discussions will typically expose ideas that do the job of providing a clear, noticeable message. Give it a try!
