Life and Writing

Abbey Woodcock

Your Guide to Voice: Stand out from the noise in 5 steps

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A national tragedy is not a marketing opportunity

Note: I originally wrote this post a few months ago. I am posting it today to send a message to companies everywhere — the tragedies of this week are not an opportunity for you. Please do not treat them as such.

***

In the wake of tragedy, I can’t really wrap my head around how the reaction of some companies and organizations is “How can we capitalize on this?”

Sending heartfelt condolences or standing in solidarity is one thing — it shows your company is real, human, and affected by the events of the world.

But this is not the time to be “clever” or “stand out from the noise.” A simple and sincere “we’re here, and we’re with you” is more than enough.

If you’re not sure, don’t post anything.

Last September, I received the following email. I was immediately struck by the subject line: “14 years later, advertising has been an outreach tool of the church.”

They couldn’t possibly be writing an email explaining how September 11 helped their marketing campaign, could they?

Well, yes they could.

Screen Shot 2015-09-21 at 1.17.08 PM

 

I showed this email to a few people that were with me at the time to see if I was being oversensitive (something I’m not typically accused of).

The reaction on every face was the same — pure dismay.

The UMC has not, unfortunately, been the only organization to try to “capitalize” on tragedy in the past.

In 2014, a hashtag was trending #WhyIStayed. The hashtag was an outlet for abused women to tell their stories — stories of horror and of survival, and of hope. Many women credited the stories for the final push to leave abusive situations.

DiGiorno Pizza tweeting the following:

Screen Shot 2016-06-13 at 10.04.33 AM

Following the bombing at the Boston Marathon, one company tweeted a solution: scones!

Screen Shot 2016-06-13 at 10.04.46 AM

This reads as insensitive and crass. People are dying and you are making light of the situation.

Again, if you don’t know what to say… say nothing.

About Abbey

Abbey Woodcock has been a direct response copywriter since 7th grade when she wrote a 30-page sales letter asking her crush to the dance with dismal results. Since then, she's converted better... writing sales pages and emails you've probably read from some of the biggest names online. Now she helps other copywriters build and grow amazing businesses.

Comments

  1. sewa villa puncak traveloka says

    July 17, 2017 at 1:03 pm

    Your style is so unique in comparison to other folks I have read
    stuff from. Thanks for posting when you’ve got the opportunity, Guess I will just bookmark
    this site.

    Reply

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Recent Musings

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After working with some of the best copywriters who have ever lived throughout my career, I came to the realization that it was not a “given” that there would be a next generation of copywriters who understood direct response like their predecessors. I’ve made it one of my missions to find that next generation of… Read more “I’ve made it one of my missions to find that next generation of superstars…and one of the copywriters I am placing a big bet on is Abbey”

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Abbey Woodcock is one of my favorite copywriters – both to work with and recommend – for 3 reasons:

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