Social media has become a staple in the businessing of modern society. I don't need to tell you that. But it's also become a big ass thorn in my side when it comes to practicing the art of mission-driven messaging. There's at least half a dozen reasons why but there's one BIG thorn poking me as of late and I need to take a minute to address it.
One epic trend that's been brought about by the normalization of social media in our business practices is this whole crowdsourcing thing. It's freakin' EVERYWHERE.
On any given day, there are at least three people in my Facebook feed asking their gobs of "friends" for suggestions on, quite possibly, the stupidest things ever.
Who's your dentist?
What should I make for dinner?
What's an iPhone app that creates a collage?
It's as if people have forgotten that Google exists. But that's an entirely different rant for an entirely different place and time.
My point is this crowdsourcing trend has gotten out of hand.
I serve the do-gooders, change-makers, and ruckus-starters of the world by way of the written word. As a copywriter who works exclusively with solopreneurs, social innovators, and change-makers, I see far too many of my clients attempting to crowdsource their copy when they get stuck. And what happens when they do that?
Their missions fueled by noble causes get eaten alive by shoddy copy dreamed up by some passerby with an uninformed opinion.
This. Has. Got. To. STOP.
Crowdsourcing for sales copy has its appeal. Copywriting is a challenge for many and asking a big ole group of people for their ideas on what you should be writing seems smart! It's easy. It requires less brain cells on your part. You don't have to tear your hair out looking for the right words when someone on the other side other side of your LCD screen can find them for you.
Be it a headline or a name for your new offering or even just a fun new way to rephrase an all-too-common idiom, having people that are NOT intimately familiar with your unique voice and your unique message write your copy is just bad news.
Unless you're looking for murky, milky copy that doesn't sound like you and doesn't speak to your very personal, passion-slathered mission, stop asking any ole random bunch of humans to brainstorm your shit for you.
Your mission, your big why, your world-changing ideas, life-altering philosophies, and paradigm-crushing visions... are just that: YOURS.
What on Earth makes you think that a gaggle of randos is going to be able to explain or describe those things better than YOU?
Instead, try one or more of these:
- If you want new ideas because your brain cells are tapped: Ask one or two trusted advisors, peers, or close friends that really understand your mission and your brand for their ideas on the words you should use in whatever piece of copy you're crafting. [NOTE: One or two. And ONLY if they *really* get your brand, objectives, and mission.]
The words you use to inspire the masses, influence change, and shake the world by its shoulders need to be YOUR words spoken in YOUR voice reinforcing YOUR message.
Your potential for impact deserves more than the two cents of a barely-acquaintance who doesn't know your brand.