This text is the second in a three-part sequence on differentiating your content material by expressing your self with verve and coloration.

Within the first piece, I lined how you can infuse your advertising content material with refined humor.

On this piece, we’ll have a look at 3 ways to energy up and differentiate your content material by utilizing recent, detailed language:

1. The seasoning approach.
2. The least-obvious approach.
3. The food-sex approach.

First up is the seasoning approach.

1. Differentiate your advertising content material with seasoning

In keeping with Oxford Languages, seasoning is “salt, herbs, or spices added to meals to boost the flavour.”

To season meals, you start with one thing naked and bland, like broccoli, rooster, or pasta, after which add taste to make it scrumptious.

The identical is true for advertising content material, particularly business-to-business content material as a result of it’s typically dry and bland.

Right here’s an instance of the seasoning approach utilizing bullet factors I would embody on my LinkedIn profile.

First, the tasteless model—simply the information; word you could write bland variations shortly:

• Content material editor
• Former accountant
• Born in Philly, now in western North Carolina

The seasoned model:

• Content material editor; message and which means maker
• Degreed quantity cruncher; former accountant
• Native of Philadelphia, the Metropolis of Brotherly Love, now in Hendersonville, the Metropolis of 4 Seasons

You should use this system in most types of advertising content material, together with product descriptions, touchdown pages, emails, and web sites.

Allbirds: An instance of the seasoning approach

Allbirds, the eco-friendly footwear and attire firm, does a lovely job with seasoned language on its web site.

• On the Allbirds dwelling web page, this nugget stands out:

“Summer time journeys want tremendous packable footwear. We’ve bought your 10,000 steps lined, simple.”

• Its companion web page highlights a design collaboration with candy language:

“We partnered with London-based designer Olivia Rubin to reimagine the Riser by way of sorbet-colored glasses. With hints of coloration and refined bursts of happiness—it’s like a very good temper you’ll be able to lace up and put on.”

Are you able to think about the less-interesting, less-differentiating variations of that duplicate?

• Dwelling web page: Our footwear are simple to pack for summer season journeys.
• Companion web page: We partnered with London-based designer Olivia Rubin to reimagine the Riser. (Interval. Full cease.)

The purpose right here is to not stress about what you wish to talk. Simply write one thing, something, down shortly.

Then, after giving your mind an opportunity to make connections and which means, return and season the draft.

2. Differentiate your advertising content material by together with the least-obvious

One other approach for differentiating your content material and expressing your self with aptitude is to share the least-obvious issues about your self or your model.

Take your skilled bio, as an example. Most individuals embody particulars about their work and expertise. If you’d like your bio to face out, share what others don’t.

In my case, I might share that:

• My mom was born in Germany.
• I’m fascinated by early images.
• I’d love to bounce like John Travolta in “Saturday Night time Fever.”
• I’m a deltiologist—I acquire postcards.

These information might not attraction to you, however they may attraction to some folks—and people folks could also be my superb prospects.

Ben & Jerry’s: An instance of the least-obvious approach

Ben & Jerry’s makes use of the least-obvious approach on its About web page, sharing how the corporate began after finishing a $5 mail-order course in 1978.

“With a $5 correspondence course in ice cream-making from Penn State and a $12,000 funding ($4,000 of it borrowed), Ben and Jerry open their first ice cream scoop store in a renovated gasoline station in Burlington, Vermont.”

The little-known fac that the founders began the corporate after taking a mail-order course appeals to me as a result of I really like mail and dreamed of taking many correspondence programs again within the day.

The least-obvious approach is among the secrets and techniques to my success as a advertising author

Utilizing the least-obvious approach is among the secrets and techniques of my success as a advertising author. When writing and enhancing for patrons, I all the time dig deep, searching for glimmers of gold—distinctive, non-obvious information—to stage up the content material and make it stand out.

Now you need to use the approach as nicely.

3. Differentiate your advertising content material with meals intercourse

I wager you’re intrigued by the identify of this system.

Actually, I name it the “make brains concentrate” approach. I modified the identify to “meals intercourse” to make your mind concentrate.

Did it work?

If that’s the case, it’s as a result of I tickled your reticular activating system (RAS), an inside mechanism in your thoughts that consistently scans your surroundings for issues of curiosity to you.

Your RAS is chargeable for the phenomena that happen once you:

• Purchase a brand new automobile after which instantly discover that automobile in all places.
• Wish to shed pounds and consistently discover match of us.
• Really feel famished and are lured by luscious smells on the honest.

However the RAS can be chargeable for noticing the unusual in on a regular basis conditions, which is why the food-sex approach is especially nice for headlines and once you wish to cease readers of their tracks or make them do a double-take.

Listed here are a couple of phrases and statements which may set off somebody’s RAS and make brains concentrate:

• Candlelit brawl
• Chunk the bagel
• Curse in disguise
• Give him the chilly toe

The food-sex approach is nice for stopping readers of their tracks and making them do a double-take.

Enterprise Insider is nice at utilizing it. Have a look at a few of these current headlines:

• Cease going close to bison! 2 vacationers had been gored in nationwide parks in every week and officers are urging folks to remain away.
• New York Gen Zs are going wild for a stew that’s been brewing for a month. Wait till they discover out about Bangkok’s 50-year-old soup.
• Llamas don’t drink a lot water. Meta’s new AI model is rattling thirsty.

Would these unusual headlines seize your consideration? They did mine.

Arising subsequent…

Within the last article on this sequence, coming quickly, we’ll dive into the third concept for differentiating your content material: By infusing it with the perfect of your self and your model.