You want to know the problem with much of social media today?
We’re talking the whole gamut–blogs, on-line ads, direct email, collateral, etc.
The problem is, form doesn’t follow function. Or necessarily have anything to do with the intended function of the creative. There is a fundamental disconnect between what people write about a brand, and how people actually interact with, or said simply, use a brand in their daily lives.
Or, in the aspirational sense, why should someone invest in a brand, i.e., make a purchase decision in the first place?
In the case of the breathtaking new Ford GT, there are plenty of people who would throw down the price of admission (if only they could!) simply because the car is so gorgeous, and so powerful.
But how did it get that way? There are plenty of cars that look fast, or look exotic…or at least try to. But without the muscle, and the actual engineering to back them up, they are about as milk toast as can be. Ford delivered on both form and function.
Which makes it a lot easier to be “sticky” when writing about the product.
Granted, it’s a lot easier to write compelling copy when you have compelling product to talk about. But it’s no excuse for not digging beneath the surface and discovering more about the brands one is charged to write about, and illuminating those elements for those whom one seeks to attract to one’s brand.
In other words, when copy and content become so compelling that people are inspired as they are informed, moved to goosebumps whenever possible and on the whole are treated as both emotional as well as logical beings…then that copy and content has successfully melded form and function as beautifully as the new Ford GT.
(Many thanks to Automobile magazine’s design guru Robert Cumberford for his point-by-point analysis of how the Ford GT’s design is amazingly functional as well as it is gorgeous).
Content writers crave subject matter like this automobile. It makes their work easier as well as joyous. Now, if a copywriter or content creator can meet the same standard with less “obvious” product offerings…then I would say hire the SOB before he, or she, gets away!