SAYING IT RIGHT, AND SAYING IT BEST

Summary from the TLDR Marketing newsletter

When every brand is vying to be the one that says it loudest, be the one that says it best. Tone and messaging add a lot of nuance to creative, but too many brands generate content without considering the writing. To get messaging right, brands should start by researching their audience, their market, and what they (realistically) offer. Next, develop a persona for the brand that will anchor everything you write. Avoid writing copy to simply sound like your audience — it's better to sound like your brand.