Tips, news and views from Green Light Copywriting

Is your content ready for Tomorrow's World? 5 December 2014

There’s nothing like a blast from the past to make you see the future anew. I realised this all too clearly when I stumbled across old footage from Tomorrow’s World recently.

It’s a powerful little reminder of how things change and how it’s never quite in the way we expect…and that business content needs to reflect this. Here’s why:

1. User first
A new innovation may look amazing, but it’s the people who will use it that matter. How will they experience the product? How will their interests shape the way a product or service develops? Both the content and copywriting approach need to be angled towards the user in the real world, not caught up in theory.

2. Review your moves
As the 1979 mobile phone reminds us, even when we think we know how an innovation is going to evolve, it never turns out quite the way we planned! The marketing messages we create around a product or service need to stay relevant, rather than being limited by the original strategy.

3. Keep up
Business isn’t static, so why is your content? Keep reviewing your copywriting strategy to keep up with the evolution of your product. If you don’t refresh your content, your product could end up sounding like an anachronism rather than an innovation.

4. Now is the time
Things change fast. Is your content’s message really relevant to its current marketplace? Truly? If not, create a copywriting strategy which closely links your product or service with the interests and concerns of people right now.

5. Embrace the unexpected
Don’t miss out on the opportunities brought about by change. Are your customers giving you unexpected feedback on something they love about your product? Has your product been picked up by a surprising niche marketplace? Make the most of these opportunities, even if they fall outside the original plan! The unexpected could prove a powerful ally in making your marketing content more productive.

Keep watching
As the Tomorrow’s World footage shows us, things go on shifting and often in ways we could never anticipate. The trick is to keep adapting. That way your content and copywriting approach will be ready for tomorrow. Whatever surprises it brings.