Use Common Sense When It Comes to Your Brand Messaging

common sense - words in vintage wooden letterpress printing blocks isolated on white

240 years ago today, January 10, 1776, Thomas Paine’s “Common Sense” was published. This pamphlet presented the American colonists with an argument for freedom from British rule and is credited with inspiring the population to declare their independence and fight.

Despite the trend at the time for writers to use philosophy and Latin references in their prose, Thomas Paine knew that in order to inspire the masses, he must follow a style and use language that common people understood.

Although he was not a religious man, he knew his audience was.  Therefore, he relied on Biblical references to make his case to the people writing “Common Sense” like a sermon.  As a result, the pamphlet was a huge success selling more than 500,000 copies in its first year. As a matter of fact, as of 2006, it was still credited as the all-time best selling title of any book in American history (in relation to the size of the colonies at the time).

And, now, we arrive at the point of this blog.  When it comes to your brand messaging, keep it simple.

  • Be succinct. Keep your message simple and to the point.  Why use 500 words when 100 or less will do?
  • Use clear language that excites your audience. Avoid industry-specific lingo that only your colleagues understand.
  • Avoid listing product specs. The technical capabilities may excite you, but what you audience wants to know is what they can expect as a result of using your product.
  • Don’t make the content all about you. Instead, your content should appeal to your audience’s lifestyle and their aspirations. How can you make their life better?  What role can you play in enhancing their lifestyle?  Can you help them reach their goals?

So what worked for our founding fathers to instill patriotism and start a revolution can work for your brand to instill passion and create loyalty.

Need help with your brand messaging?  Is it written to impress your CEO and not your consumer?  Electrum Branding can help create a brand message that resonates with your customers and incites action.