Word Magick

Tell Your Story

Writing your story with the three P’s:
People, Purpose and Passion

Before we begin the journey of crafting the words that capture the essence of your brand, the consultation process is just as important as the finished article. Not just so I can write about your company, but to help you really nail what it is that makes you different, so you can come back to it time and time again. Many businesses think that they don’t need a story, or that their staff and the evolution of the company are not interesting to their potential customers or investors.

But when you really think about it, there is no business in the world, from insurance to interior design, that doesn’t need a high strength injection of what I call my very own 3 Ps: People, Purpose and Passion. In a crowded market, these are the things that will help you stand above your competitors every time. Let me explain…

The Three P’s

People: Whether you’re trying to capture the public or attract investment from venture capital firms, people are the cornerstone of your brand. Who are we buying from or buying into, and why should we trust your track record or believe in your ethos? If you leave the people out of your brand identity…you’ve left out the heartbeat of your business. It is well known that small teams are historically more successful and true to their vision than companies that grow to the point of losing their message…so if it’s just you, or you and your small team of brilliant visionaries, let’s say so! Never underestimate the importance of personal connection.

Purpose: Why are you in this business? Let’s be honest – businesses that last beyond three years and continue to grow and evolve are not in it for convenience, to make money or to take advantage of a gap in the market. The best businesses are driven by purpose…ideally the life purpose of the Director and their amazing team…all of whom use the medium of the business they’re in to make life on this planet better in some way, whether it’s on a global scale or just making sure someone has a fantastic coffee on their way to work every day. Let people know why you’re here.

Passion: Every one of us, as business owners, cannot run our business without a passion for what we do, and perhaps an unashamed pet hatred for people doing what we do best, badly. Just as I can’t stand dull, lifeless copy or the misuse of apostrophes, perhaps you shudder at the sight of a badly designed handbag or a sloppily prepared spaghetti alfredo. And on the other end of the spectrum, perhaps, like me, you cannot hide your envy and admiration when you see something you love done amazingly well…and immediately go home and think how you can be inspired by it to make your work even better. Remember that ultimately, people who are interested in your product or service want the best they can get. People who don’t want the best, don’t share your passion…so let’s talk to the people who do.

When I’ve met you and your team and I can feel, with every cell of my being, why you’re the best at what you do and why it’s so important to you…then I can start my work to make sure everyone else knows it too.

“Most likely the best Copywriter in the world”

Helyn ConnerrInternational Author and Speaker