I have a thing about hands, they hold us as humans, tightly together, they reach out for us when we need them most and they can hold a pen to write or type out our thoughts and emotions. They are practical and sensual all at once.
Hands can be delicate and strong all at the same time, yet in the most powerful and emotive ways. You know that sensation, when you stick your hands into a warm sandy beach and all at once you feel the enveloping heat and at the same time, the scouring of the grit, forming a collision of senses. Well, finding what is the beating heart of your brand is often very similar. You need to find what inspired you from the outset – what was your heat, what touched your heart? And then mix that, with the gritty reality of securing your company or your brands future.
Now, if you squeeze your eyes tightly so they are almost completely closed, so that the darkness on the inside of your lids just lets in the smallest slice of light, but yet one that shows you the most beautiful of views, then you are close to where I am going with all of this.
I was speaking with a client earlier this week, planning and creating a brochure for their Italian home and also their business. It is in the most breathtaking location, surrounded by olive trees, a castle in the distance, and the occasional wandering wild boar. Intrinsically it is immediately, more than just what we regularly think of as a brand product or a price tag. For them it’s about a conversation that opens up their hearts and minds, that will allow you as the reader to dip inside just long enough that you are able to read the words that they are only imagining; then, through that beam of light, you can see when you almost close your eyes, concentrating their vision onto a page so it engages and enthrals the reader, or a potential buyer or investor.
My words as a copywriter, must tread between those two universes, meshing the fingertips together so that as you read, your heart and mind pull tightly close together and as you exhale, know that those words have captured both elements in that enthralling single breath.
And just like that they had their mission statement.
‘As humans, by sharing our view, we can create a better life‘
What will be yours?
Contact me at: writeupmystreet@btinternet.com
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