Humans are funny creatures.
We’re different to animals who act on instinct deciding when to eat, sleep, or maul Las Vegas performers.
Our actions can be influenced by a multitude of variables: what other people think, what people on TV say, and what we read.
Which is what makes marketing so powerful, and potentially dangerous. As advertising legend Bill Bernbach is quoted as saying:
“We are so busy measuring public opinion, we forget we can mold it.”
I love copywriting, but rather than moulding opinion, I see it as a tool to build relationships that leaves both parties happy and improved.
And just recently I watched intently as someone I admire did more than just that, she used her marketing abilities to create a profound change in many people’s lives.
The first time I met Colleen Wainwright I was intimidated. She spoke quickly, was funny and seemed very comfortable in a conference room of people nervously trying to make good impressions on each other (including myself).
I later followed her blog and saw that she wrote with a kind of passion and honesty that is rare amongst so many blogs of chirrupy happiness and sky-rocketing promises.
As an award-winning copywriter and former TV actress, Colleen certainly has the power to “mould” opinion.
But in the 50 days leading up to her 50th birthday, she decided to use that power for good by setting out to raise $50,000 in 50 days for Write Girl, a non-profit organisation that empowers high-school girls by teaching valuable writing skills and self-expression.
She raised $60,357 and even attracted matching donors to, well, “sky-rocket” that total.
You should watch this video now:
How did she do it?
Just a few of the ways she marketed this to create awareness and achieve her goal included:
- Considering what her donors would like in return for contributions and making value packed offers through Indie GoGo
- Writing consistently every single day to build awareness of the campaign
- Writing blog posts that were valuable on their own (and not repetitive plugs to donate)
- Creating snippets of social media updates that people could copy and paste to make spreading the message easy
- Enlisting friends to take the message to their audiences
But really? She was passionate, she had a focus on the goal she wanted to achieve, she worked hard and without compromising her honesty, she really considered what her donors wanted.
This was a well planned, exectured and marketed fund-raising campaign. Even if you’re not looking to raise money for charity, you can learn a lot by the content Colleen produced to help your own marketing message.
Just, try to use it for good, not evil okay?