You’ve been hearing “brat” everywhere… it’s even been declared “brat summer”…
And as you may know, it has nothing to do with being a misbehaved toddler (or an adult acting that way).
I’ve looked at multiple definitions floating around for this word that’s trending in a huge way. And my favorite is this:
“…edgy, imperfect, and confident, as opposed to polished, poised, and politically correct.”
Kind of like my red boots photo above, which I had no idea was “brat” until now (-; Edgy, imperfect, and confident.
Or think Kamala Harris versus Hillary Clinton. Maybe Hillary needed to tap more into her “brat” side… because the brat vibe is definitely working for Kamala.
And that’s all I want to say about politics before some people’s heads start exploding (yes, it’s a powder keg here in the U.S. right now, sadly…)
I’m only trying to make an important point… one that could shift your thinking about how hard you might be working to constantly hide your imperfections, seeing them as a liability that’s holding your copywriting career or business back.
If you or your brand are seen as “polished, poised, and politically correct”, you’re playing it too safe… to the point that your business and career — and even your sales copy — could be suffering.
We don’t like perfect, smooth, scripted, airbrushed, model-thin anything anymore. People are thirsting for REAL, for authenticity, for relatable human beings.
What engages us are things outside the norm… the unusual or edgy… the faults, weaknesses, and imperfections — or even controversial opinions — that are better put out in the open versus a perfectly plastic and boring facade.
The “unusual” is what attracts us and draws us in. In the Improv class I’m taking right now, the instructor taught us this concept the other night.
Two people start a scene based on a one-word suggestion. They start a conversation, and the trick is to look for the first unusual or unexpected thing someone says.
Then you escalate or expand on that unusual thing. That’s what makes the scene funny and more engaging. You see this in comedy sketches all the time.
This “brat” way of thinking also impacts how you approach writing copy. Your headline or subject line can check all the right boxes: news, benefit, curiosity.
But if it’s using words your prospect has seen a million times before, it’s more likely to fall on deaf ears. Your prospect will skim over and go on to the next thing, thinking, “Oh, I’ve read or heard that before.”
However, when you use an unusual word or phrase, it will do far more to stop your prospect in their tracks and hook them into reading your ad.
For example, for more than 8 years a memory supplement promo I wrote reigned as the control. Throughout that time, we tested different headlines to keep the promo fresh and working well.
One of these control headlines was this:
How an ingredient found
in celery can give you a
memory like an elephant
The word “celery” is unusual and unexpected, and grabs your attention. Then I tie it in with a familiar analogy that links it to the desired benefit.
If I had simply said something the prospect had read a million times before, like “New discovery helps enhance your memory”, many would have moved on, thinking, “I’ve heard this.”
When it comes to being more “brat” with your copy, there is also the concept of “know, like, and trust”.
When you reveal yourself more to your audience as someone who’s relatable — someone they get to know as a real, actual person — that’s what builds trust. And as I’ve said before, without trust there is no sale.
Back when I was running the Healthy Directions supplement business, myself and my team paid careful attention to writing in the voice of our spokesman, Dr. Julian Whitaker. We brought in his real-life stories of working with patients — as well as his crusade for helping people discover safe, natural alternatives.
I’ve applied that same approach to many promos I’ve written over the years… like a 10-year control I wrote early in my freelance career for a joint supplement.
The spokesperson was an rehab M.D. who had gone through multiple knee surgeries and became just as frustrated as the prospect likely was that nothing worked. This made him real, relatable, and trusted, and convinced people to buy.
You see this same approach used in any winning VSL or other promo that starts with a story about how the spokesperson initially struggled, failed, or gave up… until they made the discovery they’re sharing with the prospect.
There’s also a long history of successful ads and promos that take a more understated approach to the promises they make… versus big and often unbelievable claims that sound like what all the “carnival barkers” are shouting.
The great Gary Bencivenga was known for getting huge winners with headlines like “How to Get Rich Slowly”.
And the brilliant Mark Ford, who’s done more to highlight the power of the “big idea” than anyone else, concurs. Throughout his decades of experience with Agora Publishing, he says it’s the promos that made softer promises that did better overall.
Then there’s how you approach potential clients or work with existing ones. You obviously don’t want to downplay your competence or abilities… but you don’t want to come across as full of bravado and like you’re a know-it-all.
Because even the best copywriters know that their copywriting “gold” often comes from interviews, input, and insights that they’re able to pull out of their clients and make magic happen.
So you want that edgy, imperfect confidence that makes clients (and prospects) “know, like, and trust” you.
It also comes in handy when you need to push back on unreasonable requests… raise your rates (you know you’ve been putting it off for too long)… or negotiate better deals, terms, deadlines — whatever it may be.
The bottom line? Be you… be more real… be more “brat”. And not just for the rest of the summer, either. It’ll make your copy and business far more successful.
Yours for smarter marketing,
Kim
P.S. Several Copy Insiders in my recent survey (you can still take it here) asked about email marketing and what training I recommend. I’ve found a gem of a program I can’t wait to share — and snagged a hefty discount just for my Copy Insiders, too. Look for this limited-time opportunity later next week.
I’ll also be sending you a brand-new “What’s in Kim’s Mailbox” this Tuesday. In the meantime, if you STILL don’t have my Client Badassery Secrets book that will make you instantly “brat”, you can get it here in print or Kindle on Amazon (or from other booksellers online).
Once you get my book, you’ll be able to claim my free “Client Badassery Secrets Tool Kit” with a client screening questionnaire and sales-closing script you won’t want to be without!