copy that sells? write the way people talk: identity architecture part 2 — how to use magnetic messaging to create a universe around your brand
What is Magnetic Messaging?
Magnetic messaging is more than just catchy slogans. It’s about creating deep connections that encapsulate your brand identity, making your message stand out and compelling audience engagement. But what exactly does this mean? Let’s dive in.
The Importance of Emotional Resonance
At the heart of magnetic messaging is emotional resonance. This is the key to effective communication with your audience. It’s about connecting with them on a personal level, making them feel seen, understood, and valued. This emotional connection builds trust and loyalty, transforming casual followers into devoted brand advocates.
Words have the power to forge relationships that visuals alone cannot. While eye-catching visuals are important, it’s the words you use that truly connect with your audience's hearts and minds. Let’s explore how this plays out in real-world examples from brands like Glossier, Spanx, The Honest Company, and Bumble.
Real-World Examples of Magnetic Messaging
Glossier: Skin First, Makeup Second
Founded by Emily Weiss, Glossier’s messaging centered around the idea of "Skin First, Makeup Second." This message resonated deeply with those who prioritize skincare and feeling seen without heavy makeup. Their community-oriented approach fostered a sense of belonging and inclusivity, making customers feel like part of the brand’s development.
Spanx: Look At Me Now
Sarah Blakely’s Spanx revolutionized women’s undergarments with a powerful message of comfort and confidence. The "Look At Me Now" campaign celebrated body positivity, featuring real women of all sizes. By focusing on confidence and comfort, Spanx reinforced their message and solidified customer loyalty.
The Honest Company: Honest Moments
Co-founded by Jessica Alba, The Honest Company’s messaging around safe, eco-friendly products for babies and homes directly appealed to parents' desires for safety and sustainability. The "Honest Moments" campaign showcased real parent-child moments, building trust and connection with environmentally conscious consumers.
Bumble: Make the First Move
Whitney Wolfe Herd’s Bumble turned dating norms on their head with a women-first approach. The "Make the First Move" campaign encouraged women to take charge in dating, friendships, and professional networking. By sharing user stories and promoting progressiveness and empowerment, Bumble created a strong emotional engagement with their audience.
Crafting Your Magnetic Message
To create your magnetic message, start by understanding the core truths of your brand. Your messaging should not only highlight what you’re selling but also connect deeply with your audience's desires and needs. It’s about making them feel something significant and inviting them into a world you’ve created just for them.
Think about how you can create a real connection with your audience. Use words that are genuine and relatable, avoiding jargon that doesn’t resonate. Prioritize a natural, conversational tone that mirrors the way real people communicate. This approach builds trust and transforms interest into engagement and loyalty.
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Link mentioned: Words Build Brands, Fonzie interview
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This show is produced, mixed, recorded + additional music by Ben Alleman
