The weather in Central New York is getting warmer, and along with picnics and outdoor festivals we're also entering graduation season. The speeches from politicians, actors and other well-known figures are as ubiquitous as caps and gowns themselves, and as I browsed quotations from a decade of memorable speeches given right here in Syracuse I was struck by comments from New Yorker editor David Remnick's 2014 address and sought out a full transcript of his speech.
Tucked inside a variety of insights and inspirations, it was one joke that really caught my eye. The Pulitzer Prize-winning writer referenced his expertise with cartoons and remarked that he's "the only person alive whose job in large measure is based on an ability to distinguish a funny talking spaniel from a really boring talking spaniel." The line is good for a laugh, but also a great description of the unique ability content writers put to work for clients every day.
While content writers don't usually spend a lot of time with pen-and-ink drawings, we do have to use some of the same skills that help Remnick select just the right spaniel. A content creator needs to know a client and that client's customers well enough to understand what will resonate. Are we writing for tech lovers who want to dig deep into a plethora of hard data and ultra specific specs, or are we addressing more casual consumers who seek to understand how a product fits into their lifestyle? Do we need to build trust, incite cravings or demonstrate expertise with product content? Every client needs to reach out to their customer base in a unique way, and what works for one is likely to be ineffective, or even alienating for another. Great product content, generated by skilled individuals in concert with editors and acquisition specialists, is the elusive funny talking spaniel, or perhaps in our case a spaniel who compels rather than amuses with her words. Considering that 2013 saw a whopping $210.3 billion dollars in online retail sales, more and more businesses realize the importance of finding just the right formula and putting it to work for their brand with a precise combination of words, tone and style to please an ever-more discerning audience of buyers.
What speaks to your customers? And more importantly, how will you uncover your very own funny talking spaniel? Leave us a comment with your take, and follow us on LinkedIn for insights, inspiration and updates.
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