Avant Marketeer Nikki Alvin-Smith Offers Timely Insights For Your Marketing Delight
Tired expressions and overused hyperbole are the best way to ensure your reader yawns with boredom, swipes the screen, switches the channel or turns the page.
Who among us are not exhausted with hearing the ubiquitous expressions, ‘out of an abundance of caution,’ or ‘lockdown measures’ or ‘flatten the curve.’ Media channels are ‘overwhelmed’ with these and many more expressions. They have become as inescapable as a line at TSA. Simile or metaphor would you say?
Hyperbole (in case you need to look that up!), is similarly a wordsmith wallpaper technique that is pasted across social media in an effort to garner attention with exaggeration for effect.
Readers/viewers are inundated with relevant and irrelevant chatter day in and day out. How do you make your message stand out in such a marketing melee?
It’s fine to have a keen understanding of English and American grammar and the use of figurative language and literary terms as a marketing specialist. Indeed, it’s smart to know the rules even if it’s just so you can break them. But any marketing guru knows that all the rhetoric in the world may not convince the reader however artful the writing is if it is misdirected. And to this end, knowledge of the target audience is of great import.
As a seasoned content producer and strategist, I’ve also learned that the audience is often not exactly the demographic that the manufacturer or service provider thinks. Audiences transform, grow up and age out, and even materialize from unpredicted sources with well-written copy.
In my experience successful capture of the viewer or reader is often a blend of literary techniques not the least important of which is that of a certain element of surprise with some whacky wordplay. My fellow countryman James Cordon aligns with President George W. Bush in making up expressions and words of his own. Take for example one of my favorites, “Mondo bonkers,” that I used in a recent blog on the hay supply issue.
To this recipe I may add a dash of British idioms, just enough to make people think outside the U.S.A. box. It is a method of blanching the content, maintaining and enhancing its flavor and palatability to the audience through understanding.
However, the utmost priority in any messaging must be the framework, the chassis or skeleton that carries the content along. The framework is of course that of the essential creative angle, the lens or focus through which the reader will peer to investigate further.
The binding ingredient that can carry almost any message to the heart of the reader/viewer is that of humor. A liberal salting of humor that is intelligently applied to a written work, can bring more than a smile or inward grin to the reader, it can bring sales.
Today’s microwave mentality means the ‘feel good’ feast that drives sales numbers as a reward to self, dream realizations, status enhancement, feel safe, forget about problems is omnipresent. Economic forecast pundits believe the U.S.A. will see unprecedented growth in the coming years, fueled by an insatiable global appetite for new lifestyles, products and services.
So the question to ask yourself is, “ Are you ready for the challenge? Is your business up to date and primed to pivot? Are you feeding your audience with tasty content and bringing them to dine at your table one time or are they making reservations for every Friday night? (Although actually waiting for Friday night to spend is not much of a thing anymore! Remote working and flexible time clocks have changed all that.)
Don’t be left out on the sidewalk in your own bubble. I invite you to come on inside. Here’s how to accomplish that:
Engage Nikki Alvin-Smith’s services via her company Horse in a Kilt Media Inc., please don’t hesitate to reach out to find out what’s on offer. Individually tailored package pricing is more affordable than you may think, and having a professional content producer on board for your pet or equine business will make all the difference in your branding and market presence.
Trot in and visit Nikki Alvin-Smith, Horse in a Kilt Media Inc., to learn more about her stable full of marketing skills as a content writer, equestrian blogger, columnist, and marketing specialist. As a British/American professional Grand Prix competitor/coach/clinician she brings a unique experience/angles and thought leadership/authority to her wordsmith wizardry.
Internationally published writer, content creator, PR/Marketing specialist, photographer and equestrian Nikki Alvin-Smith offers “Engaging Content that Engages Riders to Read,” with unique and fresh material for your horse or pet related business, magazine, website, newsletter, blog and email blast sales machine. Her portfolio of works is extensive and includes equestrian and pet features that have been published worldwide in over 230 different magazine titles. Her clients include equestrian and “B” list movie celebrities for whom she regularly ghostwrites and provides PR services; manufacturers of equine and pet related medical devices, feedstuffs, supplements, grooming supplies, fencing and barn equipment, horse transport, horse structures and professional equine service providers; profit and non-profit initiatives and organizations; and non-equestrian related businesses/publications in the pet industry, investment, real estate and international travel and rural lifestyle.
Nikki Alvin-Smith is a British international level Grand Prix dressage competitor/trainer/coach/clinician. Together with her husband Paul, who is also a Grand Prix dressage rider, Nikki operates Willowview Hill Farm in the Catskill Mountains of New York; a full service horse training facility. The duo provide ‘team’ clinician services to clients worldwide to riders of all levels and many riding disciplines.