What Reading Does: Copywriting and Social Media

You want to share a message with the public. Writing a blog seems like a good exercise, but will it really achieve your goals? How will anyone see it? Do people even read anymore? This article will argue that writing is the most powerful tool you can use to convey your message in today’s cluttered social media world.

A Word is Worth a Thousand Pictures

Image and Text are the two key elements to all media. Even with video, where those things are animated by motion, the audio and visual elements are in service of a message. The message is the meaningful part. 

Photographs can be magical, but part of their allure is their elusiveness. When people say that a picture is worth a thousand words, it likely means they lack the ability to explain what is happening. A thousand random words are meaningless.

Photographic Literacy and Video

To be fair, nobody knows how to read a photograph. There is no correct order. The viewer moves freely through the space, so even if it is worth a thousand words it seems highly unlikely that they are ever understood or even considered. A photograph exists better as a physical object that lives on the wall where you can study it at leisure over time.

This partly explains the rise of video on social media. People are uncomfortable with the silence of a photograph. It asks us to think and doesn’t even provide us with any order or organization for how to do so. The moving image leads us on a journey with cues and clues to follow.

Writing also leads a reader through a series of intellectual steps, but it requires some effort to make it go. There is a logic to how it is put together. The writer doesn’t capture an article but must build it up piece by piece. The reader goes through a similar experience, constructing their understanding of the topic as they go and through this effort they fuse their mental energy with the content.

Reading and Mental Fitness

Because there is a clear organizational flow to writing, it is a more straightforward medium than photography. Photographs are among the hardest cultural objects for us to understand, video is the easiest to follow. Writing is right there in the middle. It is not going to automatically start moving for you but if you put in the minimal effort to read, then it takes you on a guided journey. 

Because it requires some effort to read, but not as much originality or intelligence as is required of an intelligent reading of a photograph, writing hits a sweet spot in terms of the impression it makes. When we read something, we internalize it. We use our own inner voice to give shape to the words. This more fully incorporates the message into your consciousness. 

It also provides your public with something useful: intellectual exercise. Mental health is the natural result of mental fitness. Exercising your mind makes your mind more useful and supple. Reading is like walking. It is a low impact activity that has massive therapeutic value. Giving your audience something smart to read will automatically benefit them in meaningful ways. When your content helps someone to become a little bit smarter the association brings a positive connotation. 

Raising the Bar, Eating the Bear

So much media on the Internet aims for the lowest hanging fruit. There is a continual race for the easiest content that has an impact. For businesses trying to figure out how to be efficient in their marketing efforts, this provides an almost irresistible temptation. It also creates an opportunity to resist, a chance to do better.

Instead of rushing to post content that feels like it might go viral, it is infinitely better to take your time and craft meaningful messages. The race to the bottom in social media is obvious and easy to spot. When a brand cares enough about the public’s attention and values them as humans and not just customers they end up doing better marketing.

The harder your content is to copy, the more valuable it is. The worst thing you can do is copy someone else on social media. The very fact that you can reproduce an idea or copy a look means that it is too easy and shouldn’t be your target at all. Instead, your unique value proposition should be built not on ease or convenience but on value. 

In a dog-eat-dog world of social media there’s enough action and interest to hide a lot of fundamental weaknesses. It creates a set of tools that makes it plausible for a brand or individual to fake it until they make it. This is the worst thing you can do because it undermines your credibility and demonstrates a dishonest disposition. Branding is built out of trust in reputation and every message you send either builds or damages your public esteem.

Authenticity is the Secret Sauce

The main reason that writing still matters is because it is hard to produce. The difficulty of good writing is key to its power to evoke an authentic voice, to share a valuable message. When you look at social media today, pay special attention to the writing and see how it either disrespects the viewer or adds value to their experience. 

As we go further into the mediated world of the Internet, it is vitally important to build up our own sense of personal responsibility and integrity. Writing is still the most powerful and inexpensive way to achieve this goal. 

Marketing Spending on the Rise

The Wall Street Journal reports that “marketing budgets have risen to 9.5% of the total company revenue in 2022,” and this is a dramatic increase from 2021. The question is why the dip and now the increase. What are the fundamental factors driving the market? With rising inflation, the Fed attempting to avoid recession by raising interest rates on loans, a war raging in Ukraine, and the lingering and sputtering pandemic, this is a time of organizational regrouping and intellectual rethinking. 

One way of explaining the increase in spending is to attribute it to the opening of business after a long time of being forced to remain inactive. We spent two years without concerts, without public gatherings, and that took an incredible toll on many economic sectors. It is only natural that there is a strong desire to return to an active business climate. Marketing, as the public facing side of a business, is naturally how many brands will reveal their new direction.

What is more curious is that marketing dropped so much in 2021. It is common for businesses to reduce their marketing budget during a decrease in economic activity, due to how it is perceived as non-essential. Operations almost always take priority over advertising in a tough economy, but is that a best practice or is it merely a default reflex? 

In retrospect, the period of the shutdown was a marketing opportunity that was missed by many. People paid more attention to online communications than ever before in history. Additionally, marketing was one of the essential services that was allowed to continue even when so many other sectors were not.

If marketing is an essential service, and the mind share that leads to market share is often won through marketing, then it only makes sense to maximize your marketing opportunities whenever you can. There is no going back in business, only forward, but as we enter this new phase of our economic recovery marketing is going to become increasingly important.

E&J Branding: A New Podcast by Erin H. Lyman and Jake J. Thomas

Clout Farming

I met Erin H. Lyman last week for a portrait in the garden at SkinHappy in Monterey. I had been following her on Instagram as she is one of the most active movers and shakers in the Monterey Arts Scene. Even at a glance you could tell that she has the right stuff for a podcast. She knows what’s up.

Portraits and Podcasting

Every portrait session is like an interview in some way, but with Erin our conversation was interesting enough for me to want to start a podcast with her. I mentioned that I was interested in podcasting and she suggested that I visit a place in Monterey called The Shop. She knew they had a recording studio all set up, so I met her there and checked it out.

Engagement Pod

Erin spends her days and some of her evenings promoting artist and arts organizations around the Monterey County. In order to do this effectively, she has a network of people she interacts with. This is known as an engagement pod and it is an effective way to create traction for social media accounts trying to get a message out to the public. It also sounds like a party you would throw for dolphins. Through her network of people, she introduced me to Chris Powers at The Shop and now we have a podcast in the works.

Marketing and Art in the Digital Age

Our podcast is going to be about strategies for making and marketing art in today’s cultural and economic climate. We are going to be recording at The Shop in Monterey and episodes should be available on your favorite podcast platform, soon. I look forward to bringing you some entertaining and useful information through conversations with Erin H. Lyman!

Let’s Blog, Dog!

Met with Skyler the Surfing Dog’s dad, today. We are doing a blog for Big Pete’s Treats, and I’m hoping that we can follow Homer and Skyler on the road to the world championships of dog surfing!

Stay tuned, and check out Big Pete’s Treats to learn more about this amazing duo! We will post a blog there later this week! Till then, check out this video of Skyler getting tubed! Is this the first ever dog barrel?