Let’s be real for a moment: how often do you encounter corporate messaging designed to check off buzzword bingo boxes instead of speaking your language? You know, the kind with nonsensical phrases like “maximize next-generation synergies to optimize growth potential”? Yeah, that stuff makes us cringe too.
The Old Way Still Hanging Around
Far too many brands and agencies pump out lifeless jargon that follows the stale playbook:
- “Leverage robust,omnichannel solutions to unleash value-added paradigms while transforming bleeding-edge ideation processes…”
Come on, nobody talks like that outside of satire. It completely ignores the simple truth: we’re all just flawed, funny humans trying to make connections and find a little meaning in this crazy world. Sometimes we just want to laugh, cry, or share a huge sigh of recognition when brands get what life is really like. Cut the jargon, and share some realness.
What We Crave: Authenticity with Sass
Think of the content that makes you stop and pay attention. It’s the stuff that speaks directly to your experience in a relatable, unfiltered way. It might even have a touch of irreverent humor because life’s too short for bland communication. That’s the kind of messaging that really resonates.
Examples of Brands that Get it Right
Let’s look at some brands doing this well:
- Mailchimp: Their entire marketing approach is built on humor, personality, and the quirky reality of being a small business owner. Think of those hilarious Freddie videos and their wildly successful podcasts and short films. None of that feels artificial.
- Patagonia: Love ’em or hate ’em, Patagonia doesn’t shy away from taking bold environmental stances. It aligns with their passionate, outdoorsy audience. Their storytelling always feels authentic, even when it’s provocative and sparks debate.
- UNICEF’s “Clouds Over Sidra”: This VR experience took the Syrian refugee crisis from news headlines to a deeply personal level. It put viewers inside a refugee camp through the eyes of a 12-year-old girl. The devastatingly immersive format sparked empathy in a way no infographic ever could.
The Power of Heartfelt Storytelling
See the difference? These examples ditch the corporate mask and connect on a human level through vulnerability, humor, or stark honesty. We see ourselves reflected in those stories. It taps into emotions and reminds us we’re not alone. That’s powerful stuff.
Conviction and Courage to Create Change
Okay, maybe you’re wondering how to pull this off at your organization, especially if there’s a fear of departing from the “approved messaging guidebook.” It takes two things:
- Conviction: Believe that on the other side of your content are real people with complex emotions, struggles, and triumphs. Respect their need for meaningful connection over salesy blather.
- Courage: Be bold enough to tackle topics that matter to customers, even the ones that spark debate. Encourage your leadership to share authentic perspectives, even if they’re a little irreverent. A bit of intentional tension is often healthier than playing it safe.
The more you lead with conviction and courage, the more stakeholders will start to embrace a little human touch. This is how you uncover your organization’s real voice and its unique soul.
The Path Forward
The era of soulless, tone-deaf promotion is fading. Audiences want brands that understand them, reflecting the full spectrum of messy, joyful, and sometimes angsty human experience.
It takes a willingness to ditch the jargon, listen closely, and infuse storytelling with genuine personality. It’s a leap of faith, but the reward is content that sparks a powerful “YES, they get me!” reaction. That’s where true loyalty grows.
So, let’s commit to injecting more humor, empathy, and realness into our content. Forget about “transforming paradigms” and start focusing on authentic connection. Our audiences (and our sanity) will thank us.
Who’s ready to ditch the buzzwords and embrace a little more soul?
The views expressed herein are personal and do not reflect the views of any of my clients, partners or employers.
Photo credit: Photo by Markus Krisetya on Unsplash