What's shirtsleeve English?
Hi <<First Name>>,
Is this you before you start writing... because the task ahead feels like it'll be really hard?
Do you roll up your sleeves?
You get ready for some hard yakka.
And do you think you'll need a miracle to get it done?
Are you nodding?
Then I have a suggestion for you.
Stop thinking those rolled sleeves are bad.
They're perfect.
Why?
They're essential to getting the job done... and to attracting people.
Huh?
Let me explain.
The idea is to write in what's commonly called, Shirtsleeve English.
It's when you write the same way as you speak.
Frank, simple and direct.
By using contractions, sentence fragments and informal language, it makes your writing more real.
It builds a natural affinity.
You become fascinating.
Before you know it, your words are creeping into your reader's heads.
Their eyes are rolling down the page...
All thanks to those shirtsleeves.
Those shirtsleeves aren't too shabby now, are they?
PS: To get some help writing your brand story, download my FREE eBook "Create Compelling Narratives: Using seven story blocks to write seven brand stories."
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Want to humanise your messaging?
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I'm a strategic brand copywriter and story specialist, who works with brand builders, agencies and strategists.
Together, we shape meaningful brands that gain share of heart,
not just share of wallet.
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BRAND STORYWORK
Uncover your core story and build layers of meaning
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Thoughts on storywork...
Let your brand story show what’s on the inside
A big part of your overall brand narrative, is being authentic and consistent. Your origin story plays a large part in your authenticity. Think about and include... Why did you decide to start your business? Making money is usually the prime motivator, but beyond that, what convictions did you follow? Talk about your mission and your passion, and how they influence the way your brand operates.
And it's structure? A 2014 John Hopkins study examined popular Super Bowl ads and found the most popular ones weren't those that were funny, outrageous or silly. It was those that followed a distinctive dramatic arc, as shown in Gustav Freytag's pyramid.
A great brand story crafts a narrative that follows that arc and ends with a resolution (or solution). How do you do that in your content? Think of storytelling opportunities that take your readers or viewers on a journey. Some of the most common include:
- Problem/solution
- Before/after
- Tutorials
- Underdog stories (think of a small start-ups disrupting an industry)
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BRAND STRATEGY
Strategise your culture transformation, brand launch, refresh, or rebrand
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BRAND MESSAGING
Meaningful messaging powered by story-based strategies
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Thoughts on messaging...
What do I mean by messaging?
Messaging isn’t a headline, it’s the ideas behind it. Messaging isn’t an image you post to social media; it’s what that image conveys. Messaging can be delivered anywhere — on any medium, in any format. Words. Images. Audio. Everything you publish delivers your message.
However, you can send the wrong message, which hurts your goals. Or you can send a message that brings those goals closer.
Fundamentally, your messaging shouldn’t promise something you can’t deliver. Do the work and make sure your messaging reflects Why, What and How you do things, for your Who.
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Want to bond your brand with people?
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By humanising your products, services and idea, you're harnessing the power of emotions.
Writing based on emotions (not facts, features or just benefits) is the most powerful way to spread your beliefs and ideas.
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CONTENT CURATION
Get new ideas, thought starters and laughs
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Want to move people, using stories?
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Great brand storytelling doesn't happen in one piece of content. It ebbs, flows and unfolds over time.
Think of your brand stories as chapters in a brand book.
Each chapter (or content initiative) adds to the overall narrative and deepens your brand's storyline.
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