Mel Barfield BrightonSEO October 2024

Hold on to your humanity to stand out in a sea of beige

Transcript

1. Verbal Identity: Hold on to your humanity to stand out in a sea of beige Mel Barfield COPYWRITER, EVENT SPEAKER & PODCAST COHOST Speakerdeck.com/allcopymel /melaniebarfield @allcopymel
3. Actual footage of a copywriter trying to survive in 2023
13. live laugh love
14. live laugh love
15. know ~ like ~ trust
16. “All things being equal, people will do business with, and refer business to, those people they know, like, and trust.” - Bob Burg
17. verbal identity
18. you them
19. (okay, not actually trademarked) Invisible Rapport
20. can gen-AI build it..?
21. “AI knows the words that are most likely to come after other words” - Rand Fishkin
22. copywriting…
23. copywriting… redefined
24. goodbye creativity…
25. goodbye creativity… hello blah blah blah blah blah
26. innovative solutions
27. synergies
28. creativity…
29. creativity… reimagined
30. YOU THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM
31. YOU THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM YOU
32. Actual footage of you running away from beige unedited AI-generated copy (I hope)
33. verbal identity
34. verbal identity
35. all copy & assets
36. mental shortcut builds your brand allows freedom
37. know ~ like ~ trust
38. innovative solutions
43. verbal identity
44. know ~ like ~
45. know ~ like ~
46. know ~ like ~
49. inconsistent verbal identity
50. “Something’s wrong… she’s never this nice” - John Connor
53. “Something’s wrong… she’s never this nice” - John Connor
55. sensitivity censor
58. verbal identity
59. verbal identity
60. Nielson Norman group 4 dimensions
61. funny serious
62. formal casual
63. respectful irreverent
64. enthusiastic matter-of-fact
65. Chris West – Strong Language “language is the fastest, smartest, cheapest marketing tool”
66. worldview personality nuts and bolts
67. worldview personality nuts and bolts
69. stand out… or fit in
71. nickparker.co.uk
73. nickparker.co.uk
77. be ultra specific & use examples
78. we would say... we'd never say...
83. • mental shortcut • builds your brand • parameters allow freedom • know, like, trust
84. YOU THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM THEM YOU
87. emel me: mel@allcopymel.com