By: Pamela Rossow
Not just about Miley Cyrus’ and Liam Hemsworth’s love life, Miley’s new single, Malibu, gives a fresh perspective on copywriting that you can use to liven up your content, along with an over-sized sweater or skipping through flowers.
Say whaaa? Hear me out.
Okay, so you don’t like Miley or at least haven’t liked her since Hannah Montana. Meh.
Wait, you do like her and thought her Bangerz album was bangin’. Doesn’t matter.
I don’t care if you’re diggin the boho vibes or grossed out by her latest hit.
The only thing that’s relevant is how Malibu dishes the inspo:
She reinvents herself. Only an album ago, Miley was repping a totally different persona with her 2015’s album, Miley Cyrus & Her Dead Petz.
Then, she flipped it and sealed the new acoustics with a twang while prancing around the California coast in a white, frilly outfit. Yep, Miley is targeting a new audience.
Same with copywriting. You must know who you’re writing to.
Whether you’re penning copy for a hip hop or legal site, you’ve got to factor in your audience’s age, gender, occupation, and interests to convert.
Then, you tailor your writing to your audience and even give evergreen articles a little spice.
She takes risks. Some people considered the foam finger, tongue out, twerking Miley obnoxious.
Other people thought she was a brilliant marketer, causing a stir and getting people to talk about her for months. Years even.
Either way, she has taken risks with her music, her stage presence, and her social media persona and she’s doing it again with her Malibu image.
Whether or not her new album is a success, she’s played by her rules and fueled her work in the direction she wanted it to go.
Haven’t you taken risks with your writing?
Maybe you needed a sexy call to action and wanted to create urgency so your copy would convert.
So you added a CTA that was bossy and it worked. Go you. You took a risk and it paid off in ROIs.
You probably take risks every time you grab your laptop to write. And, if you’re not, maybe it’s time to rethink your writing strategy.
She makes you feel. Malibu makes you feel something. Whether it’s disgust, amusement, or romantic longing, it evokes a response.
Heck, just seeing the Pacific Ocean in Malibu can cause sentimental feelings if you love the beach.
Or the balloons! All those bright colors floating around, reminding you of your best childhood birthday. The one where you got to invite the whole class?
Come on, you know you felt something when you saw the balloon stick!
Copy should do the same. Not talking about balloons but the feeling.
Bad copy will repulse you. Awesome copy will make you want to stand up and slow clap. Or dance. Or cause your fingers to tap out your email address in the subscription box.
So, next time you’re battling a major case of writer’s block, check out Malibu. You’ll be sure to feel something.
Maybe a jig on the beach or a bit of field frolicking in white cutoffs is all you need to spark an idea. Or an espresso.
What’s your go-to inspiration when it comes to copy? I’m talking outside the realm of copywriting like a certain movie, song, TV show, kayaking, whatever.
For me, it’s anything Disney related or spending time in nature.
Leave a comment below and how it inspires.