Say it. Do it. (copywriting for startups)

Say it. Do it. (copywriting for startups)

Good copy can cut through clutter and almost draw your customers into a deeper relationship with your product or brand. Fun fact: during my freshman year of collage, I was a courier for an ad agency and I thought the copywriter was a lawyer who filed copyrights on all the logos the agency created. Ah…youth! My buddy Paul Singh invited me to share a few thoughts and trips for startups who need to properly convey their message. So..a few pointers. It doesn’t require a behavior, unless it does. Know what goals you want your copy to accomplish. All copy and messaging can align with a key part of the consumer psychology experience: awareness, preference, engagement, referral/retention. Don’t expect awareness and preference to drive behaviors, but they do manage mindset. That mindset is generally necessary to move toward behavior.   Match your tone with your brand values (you know your brand’s values, right?). The target audience should have a subconscious connection to your brand through the copy. Carl Jung identified universal archetypes. Build a brand that aligns with one or two of these archetypes and that will help ensure tone is on point. Build your MVC (Minimum Viable Copy) What is the least you can say to clearly communicate. Jay Leno is famously known for writing a joke and then going through a rigorous exercise to get it down to two words: one of the set-up and one for the punchline. Embrace brevity or you’ll bore people. No one loves your words more than you. Humor creates intimacy (wait, are we talking about startups or dating?). Even with a serious...
Time Doesn’t Heal All Wounds

Time Doesn’t Heal All Wounds

I am not sure which young black man’s death prompted this art piece. It’s not that I don’t care; I just can’t remember. I just know that I feel like I can set my watch to the gun violence that erupts seemingly every hour on the hour. At the same time, people wonder why the African American community can’t just move past things. Why do we harbor such fear, frustration, pain and anger? Why? Because the past is the present and seems to be the future. I’ve called this piece “Time Doesn’t Heal All Wounds.” It is constructed of oak, Plexiglass and 49 bullets. It starts with one, way in the back. Each subsequent layer consists of bullets to which you can set your watch. Each one occupying a space on a clock reserved for measuring time. Each layer expanding wider and further. Each layer disrupting more lives. Each layer ending more lives. If you stare directly at it, you can see your reflection. You can see the impact. You can see the target. But you have to look at it. If you don’t look, you pretend that the layer upon layer upon layers don’t effect you. Stare at it. This is an epidemic. I make art as a means to communicate and understand. I am confused by our priorities: right to guns over right to life. When will we get over it? When the bullets stop expanding. When people stop dying. When the layers...
Framed Perspectives

Framed Perspectives

What started as a simple way to hide a blighted wall in my backyard quickly took on a life of its own. Here is what was known: I had an ugly wall, I wanted something pretty, I like colorful environments, and I wanted something bold. Then, my heart and my perspective shifted.