Want a treasure trove of tools
that will work wonders on your words?
Hi <<First Name>>,
Can you answer this quick question?
What do...
Minerva McGonagall, Luna Lovegood and Severus Snape have in common?
Harry Potter [tick], magical abilities [tick], memorability [tick] and...?
Alliteration.
It's a deceptively simple word weapon that has powerful, proven possibilities.
So how does it work?
It happens.
When a number of words (usually two or more near-neighbours), have the same first sound. It adds a musicality to those words and visual focus to the phrase or sentence.
By repetition.
Because they have the same starting sound, alliterative words roll off the tongue easily. And the rhythm added by the repeated sound, makes it easier to remember.
It adds punch.
Many great speakers, past and present, both knew and used tools of figurative language - like alliteration - to deliver words and phrases with memorable payloads.
You hear it.
Some letters have soft, soothing sounds (eg. w,s, sh) and some have more percussive sounds (eg. b, ch, st), but both having corresponding effects on the mood created.
You feel it.
Alliterative sounds subtly weave a mood, emotion and rhythm that stick. Put together, those three tools become powerful when you're writing to persuade people.
Brands use it.
A catchy brand or company name makes it easy to remember. How could you forget Coca-Cola, Kit Kat, Weight Watchers, PayPal or Bed Bath & Beyond?
And advertising.
Remember the 1981 campaign 'Slip, Slop, Slap'?
Alliteration at its most effective. And the campaign worked!
Headlines, too.
“Obama Offers Optimism to Oppressed”
"Cannibal Cops Find Killer's Kit"
"Sesame Street Strikes Seven"
Writing is about conveying messages and stories.
To add a little oomph, try playing around with alliterative words and phrases to make your words sparkle.
But remember, as a sound-based technique, it's a simple hammer - beating home the point - but when it's overused, at the speed of a jackhammer, everything falls apart.
It's power is in its subtly.
Di
PS: If there's someone you know who wants to learn the gift of the gab, use the button below to forward this email... and suggest they subscribe.
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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 MESSAGING
Meaningful messaging powered by story-based strategies
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Thoughts on messaging...
What does it mean by who, what, when, where, how?
WHO are you writing for?
Consider your audience's concerns, motivations and background.
WHY are you writing?
Keep your purpose firmly in mind. Every sentence should advance it.
WHAT needs saying?
Include only the main points and details that get your message across.
WHEN do you want action taken?
State your time frame.
HOW will this benefit the reader?
Make it clear how you're meeting their needs.
Answer these five things, and your messaging will be crystal clear.
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BRAND STRATEGY
Strategise your culture transformation, brand launch, refresh, or rebrand
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Thoughts on strategy...
What's a brand statement?
A brand statement is an internal set of words that describe your brand. It describes who you are, what you stand for, and what you offer.
In other words, the purpose of why you exist.
Succinctness and clarity is your goal.
If you can’t describe yourself, it’s hard to imagine that your audience will understand you. And it's crucial that you always have the statement in writing - it helps to make sure you’re always on track for the goals of your project.
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BRAND STORYWORK
Uncover your core story and build layers of meaning
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Thoughts on storywork...
What master plot does your story follow?
Every story is unique. But there are certain templates, or master plots, that most stories follow. Those seven master plots, form what's known as archetype story templates... and they've engaged people for centuries.
They can appear in a marketing piece, or become part of a larger narrative that tells the story of your brand. Adopting one of these meta-narratives can yield a powerful branding tool that builds your profile amongst your stakeholders. And the types of stories you tell, send a distinctive message to your customers - whether it’s one that you carefully crafted, or not.
What are the seven master plots?
1. Overcoming the Monster
2. Rags to Riches
3. The Quest
4. Voyage and Return
5. Comedy
6. Tragedy
7. Rebirth
Of all the types of stories you can tell, the most useful one is the one that connects with your audience. Whichever of these basic story plots you're using, remember that it’s about connection.
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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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