View from a sidewalk café. Amsterdam. (Part 4)

 People walking with determination. A purpose. Somewhere to be.

I’ve reached my destination. My only purpose to be where I am.

Three generations. Taller as they get younger. The matriarch, whose hair is losing the battle against grey, presents as tired but calm. The other bookend, the younger generation. Her eyes darting back and forth to take in every detail or to find something of interest. In the middle, daughter and mother. Her expression remote, thinking about what she’d be doing if she weren’t walking towards Dam Square.

The seagull eyes the piece of discarded pastry claimed by a furiously pecking pigeon. The pigeon puffs up. The seagull lunges. The pigeon swallows its pride, choosing flight over fight. The seagull swallows its prize.

She’s startled by the sound of the can she inadvertently kicked across the cobblestones. She kicks at it again. This time on purpose. Misses. Shrugs. Moves on.

A large Adidas logo shin tattoo is repeated on the calf. Thick lines circle the leg above and below the logos. The foot that belongs to this leg is securely tied into a Nike shoe.

The teenager carrying the plant in protective hard plastic displays none of the enthusiasm of the plant’s bright violet flowers. He plods forward. Blank stare. Maybe counting his steps has his little sister offers an unrelenting monologue in machine gun Spanish.

The hair on his upper lip is long and has been coiffed into giant curls extending both left and right from his cheeks. It must inhibit eating, drinking, and maneuvering through narrow spaces. Mask mandates must’ve been his worst nightmare.

Two comfortably lethargic huskies stroll by unaccompanied. A few steps behind appears a man holding unattached leashes. Following him another huskie. A pack of sorts.

In all likelihood, the Mickey Mouse rolling a joint T-shirt is not Disney approved.

The illustrated woman stops for a smoke. Her balaclava of tattoos leaves her face the only undecorated skin on her shaved head.

The delicate white parchment skin of the old man’s face topped with jet black hair gives the impression of a vampire using a walker.

Stopping abruptly, he pats his pockets. Chest. Side. Back. Slight panic. Chest. Side. Back. Relaxes when the sunglasses are discovered on his head.

The curly-haired dog seems quite relaxed in the baby carrier strapped to the stocky woman’s chest. The pup is bigger than the typical “carry around K9". The woman turns her round, yellow-lensed sunglasses towards me, smiles, and says, “Hi.” She smiles and says, Hi” to everyone she passes. The dog is uninterested in greeting people and just pants contentedly.

A window washer addresses each 15-foot-high display window with expertise clothed in calm efficiency. One day I’ll write the way he cleans glass.

_________________________

View from a sidewalk cafe. Amsterdam

Part 1

View from a sidewalk cafe. Amsterdam
Part 2

View from a sidewalk cafe. Amsterdam
Part 3

Red Cons

 As I drag the razor over my stubble, I think about Tommy Perta.

Tommy's dead. Has been for over 30 years.

But I still think about him.

Tom Perta

In high school, a bunch of us were staying at a friend's house on Cape Cod.

Tommy walked into the bathroom as I was dabbing shaving cream on my face and said, "Mr. Frothingham! Were you never taught to shave properly?"

"Um ..."

"Let me show you."

And he did.

And I still follow his instructions. 

I wish I'd known him better then.

I wish he were around to get to know now. 

I remember him as kind. And funny. And creative. And gentle. And sensitive. A good soul. 

I remember his endearing childlike attitude.

He was a unique individual then and can't imagine him different today. Just older and wiser. I don't think the world could've beaten those qualities into submission.

I'm sure I could learn a lot from him now ... like some of the stuff he taught me then (aside from how to shave properly):

• Red Converse Chuck Taylors are an appropriate footwear choice for any occasion.
  
  
• If it looks like it could stay in place for a few seconds, put it on your head and assume the world accepts it as a hat.
  
  
• Exaggerated fake shock is always a funny way to react to off-color or controversial statements.
  
  
• If there's a banana in reach, hold it to your face like a phone and say, "Hello?"

These might sound buffoonish, but in Tommy's hands they were delightfully natural and honest. Without pretense. Just his way of letting out his inner child ... and coaxing out other inner children to come out and play. 

Not many people could pull that off.

Tommy did.

The Power of Connecting with People in Copywriting

 

Copywriters hold a unique position in the world of marketing and communication. They have the ability to bridge the gap between brands and their target audience, crafting compelling messages that resonate with readers. To truly connect with readers, successful copywriters understand the importance of viewing them as individuals rather than mere consumers. They recognize that behind every click, scroll, or purchase, there is a person with hopes, fears, and emotions. Here are 5 reasons why connecting with people is a critical skill for copywriting success.

Humanizing the Communication Process

By viewing readers as humans, copywriters humanize the entire communication process. They acknowledge that readers are not just statistics or data points but individuals with unique experiences, perspectives, and desires. This perspective allows copywriters to approach their craft with empathy and understanding. They can tap into the emotions, needs, and aspirations of their audience, creating copy that truly resonates with them. When readers feel seen, heard, and understood, they are more likely to engage with the copy, forming a genuine connection with the brand.

Speaking Directly to Reader's Needs

Connecting with people enables copywriters to speak directly to the needs and desires of their audience. By understanding the pain points, challenges, and aspirations of their target market, copywriters can craft messages that address these specific needs. They can highlight the benefits and solutions that their product or service offers, providing value and relevance to the reader. When copywriters connect with people on a deeper level, their words become more than just marketing jargon; they become a guiding light that offers solutions and inspires action.

Fostering Genuine Engagement

Copywriters who connect with people foster genuine engagement with their audience. They go beyond surface-level marketing tactics and delve into the realm of storytelling and emotional connection. They understand that building trust and establishing an authentic relationship with the reader is paramount. By tapping into the reader's emotions, aspirations, and values, copywriters can create copy that sparks genuine interest, captures attention, and encourages meaningful interactions. This connection lays the foundation for building a loyal and engaged community around the brand.

Tailoring the Copy to Individual Preference

 Successful copywriters understand that connecting with people means recognizing and respecting individual preferences. People have different communication styles, preferences, and cultural backgrounds. Copywriters who are skilled at connecting with people can adapt their writing style and tone to accommodate these differences. They understand the importance of cultural sensitivity, inclusivity, and tailoring the copy to suit the specific target audience. By doing so, they create an inclusive environment where readers feel understood, valued, and appreciated.

Establishing Meaningful Connections

At its core, copywriting is about establishing meaningful connections. It's about creating a bond between the brand and the reader that goes beyond transactional relationships. Copywriters who excel at connecting with people can evoke emotions, spark curiosity, and inspire action through their words. They know how to tap into the shared experiences and values that unite us as humans. By creating copy that resonates on a deeper level, they forge lasting connections that extend beyond the initial interaction, fostering brand loyalty and advocacy.

To Sum Up: Connecting with people is an essential skill and trait for successful copywriters. By recognizing the humanity behind every reader, copywriters can craft messages that go beyond transactional marketing and establish genuine connections. When copywriters view readers as individuals with hopes, fears, and emotions, they can create copy that speaks directly to their needs, fosters engagement, and establishes meaningful relationships. Treat prospects like intelligent human beings with feelings, not purses to be emotionally shaken until the cash falls out.

 

Connecting with people is just one of many skills and traits that have been identified as essential for success as a copywriter. Learn about the rest here: 40 Essential Skills & Traits of Successful Copywriters

The Power of Adaptability to Voice and Tone in Copywriting

Successful copywriters understand the importance of adapting their writing style and tone to match different brand personalities and target audiences. They are able to seamlessly shift their voice and tone to effectively communicate with diverse audiences and represent various brands. Here are 5 examples of why adaptability to voice and tone is a critical skill for copywriters and how it enhances the overall success of their work.

Creating Consistent Brand Identities

Adaptability to voice and tone allows copywriters to create consistent brand identities across different platforms and marketing materials. Each brand has its unique personality, values, and target audience. Copywriters who can adapt their writing style and tone to align with the brand's identity ensure that the messaging remains consistent across various touchpoints. Whether it's a playful and informal tone for a youth-oriented brand or a professional and authoritative voice for a B2B company, adaptability helps maintain the brand's image and effectively resonate with its intended audience.

Engaging Different Target Audiences

Copywriters encounter a wide range of target audiences throughout their careers. From millennials to seniors, from tech-savvy individuals to niche industry experts, each audience requires a tailored approach. Adaptability to voice and tone enables copywriters to engage with different target audiences effectively. By understanding the preferences, motivations, and communication styles of diverse groups, they can adjust their writing style and tone to speak directly to the intended audience. This adaptability fosters a connection, builds trust, and increases the likelihood of audience engagement and conversion.

Reflecting Brand Values and Messaging

Adaptability to voice and tone ensures that copywriters accurately reflect a brand's values and messaging. A brand may have different product lines or target various segments within its overall audience. Each segment may require a slightly different approach. Copywriters who can adapt their voice and tone accordingly ensure that the messaging aligns with the brand's core values and resonates with each specific segment. This adaptability allows brands to effectively communicate their unique selling points and benefits, ensuring a cohesive brand experience for all customers.

Adapting to Different Communication Channels

Copywriters need to adapt their voice and tone to suit different communication channels. From social media platforms to websites, blogs, email newsletters, and more, each channel has its own conventions and requirements. Adapting the writing style and tone to match these channels allows copywriters to create content that is tailored to the platform and optimizes audience engagement. Whether it's crafting concise and attention-grabbing copy for social media or providing in-depth information for a blog post, adaptability ensures the copy is well-suited to the medium and effectively reaches the target audience.

Evolving with Changing Trends and Preferences

The world of marketing is dynamic, with trends and preferences constantly evolving. Copywriters with adaptability to voice and tone can easily adjust their writing style to stay relevant. They stay informed about industry trends, shifts in audience preferences, and changes in communication styles. By continuously evolving their writing approach, they ensure their copy remains fresh, engaging, and resonates with the ever-changing landscape of the target audience.

To Sum Up: Adaptability to voice and tone is a critical skill for copywriters who aim to create impactful and successful copy. By tailoring their writing style to match different brand personalities, target audiences, communication channels, and evolving trends, copywriters can effectively engage with diverse audiences and maintain consistent brand identities. Embrace the power of adaptability in your copywriting. By adapting our voice and tone, you can craft copy that not only speaks directly to your target audience but also aligns with the values and messaging of the brands you represent.

 

Adaptability to voice and tone is just one of many skills and traits that have been identified as essential for success as a copywriter. Learn about the rest here: 40 Essential Skills & Traits of Successful Copywriters