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attract your chosen ones


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attract your chosen ones


 

Zero in to stand out


At New Ink, we believe marketing copy needs a clear line of sight to business strategy to perform its job well. When aligned, marketing copy becomes
strategic brand messaging.

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distill your story


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distill your story


 

Start with strategy


It’s time to go beyond the positioning statement and identify and integrate individual brand elements into a coherent messaging platform. We call it a Brand Communication Platform (BCP).

Brand Purpose—a single statement summary of why the brand exists

Brand Positioning—the brand’s defining point of difference and premise of the brand story

Brand Promise—a distilled statement of the brand’s relevance and value to its direct customers

Brand Personality—the brand’s character defined in human terms

Brand Pillars—conceptual ideas and themes derived from the brand’s core strengths

Brand Story—a memorable, relatable narrative that incorporates brand insights, introduces the brand voice, and drives home the brand’s emotional impact

Together, these elements form a messaging totem pole around which every web page, ad campaign, blog post, video script, product profile and brochure blurb can align.

Already have your strategy? Great. Let’s get you that copy.

  A BCP forms a messaging totem pole around which all marketing communications can align.

 

A BCP forms a messaging totem pole around which all marketing communications can align.

 
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make it memorable


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make it memorable


 

What did you say?


The truth is, most copy isn’t memorable. It’s just like a cocktail conversation.
Only a few phrases stand out.

So, to make it memorable…

 

Hyperbole is out. Phrases like “best-in-class” or “optimal performance” now mean “member of the herd.” We go for distinctive, not superlative.

Be SEO-smart, not SEO-stiff. We write like humans speak—while using keywords and phrases that make search engines hum.

Keep it consistent. Words change for different mediums… but the tone, voice and feelings evoked stay the same.

Copy can calcify. Copy from one project should not be recycled for the next project. Each deserves a fresh take.