Consistency vs. repetition: change it up or get tuned out

It doesn’t take a marketing expert to recognize the importance of consistency. Whatever your platform, building brand recognition demands consistent messaging. This does not, however, mean you should be saying exactly the same thing over and over.

We all have a favorite old tv show. And while we might enjoy watching old episodes, there are always a few that we’ve seen so often, they just don’t pack the same punch they once did. We look up from our phones and smile because we know where the funny parts are.  But we’re not on the edge of our seats waiting for what’s next. We’re not really engaged. We’re barely even paying attention.

The same thing happens when a person delivers the same exact pitch, commercial, or post again and again. People hear you, but they’re not really listening. They’re not eagerly anticipating a new story that will give them a clearer vision of how you help people and why. They might be able to recite your words, but they can’t explain your meaning. They might refer you based on your profession…but will they recommend you based on your passion?

We all want to be rock stars. But while singing the same song over and over might get people interested in the music, singing new songs about the same thing gets people interested in the musician and keeps them eager to hear what’s next!

Is a picture really worth a thousand words?

Once upon a time…seriously, it seems like a lifetime ago…I used to travel around sharing my perspective on business messaging: shaping and sharing stories that engaged readers and made them want to know more. After one such presentation to a group very familiar with professional copywriting, someone asked if I agreed with the old adage, “A picture’s worth a thousand words.”

As a copywriter, people expect me to say “No.” Like BIll Gates said, “Content is king.” But I do believe there is some truth to the long-held picture-to-words conversion factor. Images can deliver powerful messages, create strong emotions, and compel people to action.  They can.  Without a caption of some kind to provide context, however, can you be sure that everyone viewing the image is “seeing” the same thing? Or does a wordless image leave too much room for interpretation that could lead to a response other than what the artist or advertiser wants?

I paused for a moment, and responded to the question this way.

“If a picture’s worth a thousand words, a picture with the perfect caption is priceless!”

Want to learn how to add power to your pictures? Contact the Wordsmith today!