Disclosure: I only recommend products/services I would use myself and feel might benefit you as well. This post contains affiliate links, and I may earn a commission at no extra cost to you. As an Amazon Associate, I earn from qualifying purchases.
In the world of copywriting and communication strategy, it’s easy to get caught up in the rush and noise to keep up with the latest trends and keep pumping up those metrics. It’s easy to get pulled into wanting to keep up with the latest content creators or advertising trailblazers.
And that’s all well and good because it is important to stay relevant.
But this effort is futile and does not achieve the intended outcomes without intention. Intention is more than just a personal development tool. It’s crucial for a successful copywriting or communication strategy.
The core foundation of why
Setting an intention for an initiative or campaign forces you to think about why you’re doing this campaign in the first place.
Is the goal to increase sales of a particular product? Is it to solidify your brand? Is it to promote your mission? Or is it maybe even to hire?
Without starting with this crucial first question, your campaign runs the risk of being a flop because it’s not targeted toward its intended purpose or audience.
Establishing your intention and your “why” upfront is incredibly powerful. It generates an energy that simply following a trend or trying to make a sale won’t. This also allows you to dig deeper into your true goals.
Maybe your intention is to increase sales of a particular product. Great! Dig further into that.
Why do you want to focus on that product? Why would consumers want to purchase this particular product? What sort of transformation and impact are you trying to make?
These and more are all impactful questions that stem from starting with your overall intention.
Creating clarity on execution
Once you have a clear intention for your initiative, clarity is generated, and the planning and execution fall more seamlessly into place.
The intention and ensuing objectives guide what will be said, how it will be said, and the overall tone and delivery. The way a sales campaign is created and delivered for a children’s toy will be much different than a message from the same company created to convey the message that the company produces safe and sustainable toys for the same children.
The intention creates focus around the campaign that will mitigate the chances of finding a message simply to fill the latest trend and will instead create an impactful message first that may be amplified by utilizing a trend that fits this message.
Trend and intention are not mutually exclusive. However, intention must come before trend in the planning and creation process.
Starting with intention will be a game-changer in the execution of each campaign.
Targeting your message is okay
At this point, you may be concerned that narrowing down your messaging for your intention will narrow down your audience. And there’s a possibility that it may.
But that’s okay.
It’s better to reach your target audience in a way that resonates and creates action than to reach a broader audience that sees your campaign and moves on. However, even this comes down to intention. If your goal is to generate as many views as possible without any other corresponding results, then jumping on a trend for the sake of jumping on your trend is probably how you want to execute.
But if your goal is to generate sales, then you’d rather reach a smaller audience that is going to buy your product than a larger audience with cooler leads that may have fewer people buy your product.
Or if your goal is a large hiring initiative, then you’re likely to be targeting an even more specific audience. But again… you’ll be okay with lower reach if you achieve your goal of prompting qualified candidates to apply.
It all comes down to intention: what your message is, how it’s delivered, who it’s targeting, and even the design.
While I’m a writer and storyteller at heart, I’m also passionate about empowering others to pursue their creative journeys to make money or further elevate their businesses. If you’re looking for someone to take care of the words for you or help you refine your strategy, book a free strategy session with me!
Disclosure: I only recommend products/services I would use myself and feel might benefit you as well. This post contains affiliate links, and I may earn a commission at no extra cost to you. As an Amazon Associate, I earn from qualifying purchases.
Disclaimer: This blog should not be construed as providing, or intending to provide professional financial, legal, psychological, or other professional advice. It is simply meant to share my experiences with those who may find them relatable and helpful.