Increase Brand Awareness with Clever Copy in the Nooks & Crannies

Hiding in the corners beneath the bold headlines, under the compelling benefit statements, and around the action-packed verbs are bountiful opportunities to inject your brand with personality. A recent trend is “nooks & crannies copy” as I’m calling it, because it often pops up in unexpected places. Here are three examples:

1. Yahoo Chat

Yahoo Chat Screenshot \

While it may be difficult to see in this picture, Yahoo has brilliantly introduced humor into their chat feature. Between the conversation above and the text box below is the status report indicating if the other person is typing a message. However, instead of a plain and boring “Apple123 is typing a message….”, yahoo has sprinkled clever anecdotes such as:

  • Apple123 really should learn to type with more than two fingers…
  • STAND BY FOR A MESSAGE FROM APPLE123
  • Apple123 is about to drop knowledge…
  • Apple123 is hammering out a wicked comeback…
  • Bate your breath, Apple123 is typing…

among a plethora of others.

While not directly selling anything, introducing conversational wit in this unexpected place allows Yahoo! to showcase their brand’s personality. It gives the user the impression that Yahoo! is a fun, easy to work with company that doesn’t take itself to seriously.

2. Verizon Wireless

Verizon Highspeed Internet Loading Icon

Located directly before a purchasing decision, this otherwise overlooked loading page has been transformed into a mini flash ad that reinforces the product’s effectiveness right before the sale. The ad shows an animated film strip loaded with a series of technological leaps. The last one, “From Dial Up…To High Speed Internet” subtly suggests “You wouldn’t live in a cave, would you? Then why on earth would you have dial up?” An effective suggestion, I would imagine.

3. You Need a Budget (YNAB)

YNAB screenshot

Jesse Mecham, the developer of YNAB, tells the story of how he and is wife needed a personal budgeting system. They developed a simple excel spreadsheet that over the years has developed into a sophisticated yet user-friendly budgeting tool. While the site has been dramatically improved on the design side, Jesse still maintains the heartfelt honesty in his conversational copy, as evidenced by the “Download Update” screen for his product. He is an accountant, and occasionally a grammatical error will pop up in his copy, but it doesn’t seem to matter when it comes to the bottom line. His conversational style is obviously effective due to the growth and endorsements of YNAB.

Related Links

Three Tips to Make Your Copy Conversational – by Mila Sidman

How to Make the Online Sales Copy for Your Website More Conversational – by Evelyn Lim

The Right Way to Write Sales Copy – by Anthony Vicenza

Itube, Youtube, WeTube

Youtube.com has been named one of the most influential websites of 2006. Why? What is the future of this website?

Professional frisbeer Zak George posts this question saying why do “We Tube”?

Interesting thoughts. How will youtube change our culture?

Sometimes, when I look at youtube, I see it as a collection of the long-running America’s Funniest Home Videos. Between the treadmills, the evolution of dance, and more “Weird Al” than I could ever want – it’s sometimes difficult to dig down to the deeper issues.

Personally, I see streaming video sites, like youtube but for a specific niche (take education for example) popping up very soon. Perhaps, much like wikipedia has reduced the barrier to entry for encyclopedia-like knowledge – in 10 years or so you’ll be able to download for free all of the lectures of a college degree – especially with the introduction of fios (fiberoptic cables allowing speeds up to 10MB/sec). Spending four years at a physical university may become unnecessary (as is already a trend with online courses).

Who knows?

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Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com

Verizon Fios – All that from that itty-bitty cable?

I can’t wait!

My condo unit was wired today for Verizon Fios (Fiberoptic Service) which will be able to deliver me internet speeds of up to 10GB/second. Wow. Ok. Let me digest that.

That’s over 1000 times the speed of what I have today (and I don’t consider what I have “slow”)

Funny – I spoke with a “tech-guy” today at a networking event and he think’s that’s “more processing speed that we would ever need.” Did you really just say that?

My Dad (who was in IT programming) laughed at a similar situation with a colleague in the 60’s who said there would be “no need for processing speed at more than 1KB per second.” Proved him wrong. And it probably won’t take us long to figure out what to do with “all that extra speed.”

I’m signing up ASAP and can’t wait! Now if I could just type at 1GB/second – then we’d really be talking.

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Andrea Morris is a marketing coach who specializes in helping visionaries, entrepreneurs, consultants and small businesses use high-ROI strategies to get the right message to the right people. For more information, please visit writeideasmarketing.com