Writing For Social Justice Campaigns

The Olympics have nailed their marketing without us realising 🥊🏅 I thought it was strange that the Olympics were starting on Friday, but I’d seen very little advertised. Anyone else? And then it hit me, whilst watching Sprint (my third newly added sports documentary on Netflix this weekend) & finding myself googling the dates of the athletes’ events at Paris, that I’d been indirectly marketed to in the most genius way. Here’s why, and more importantly, here’s why it worked: 1️⃣ Meeting the Audience Where They Are The Olympics faced a challenge: how to engage a generation that doesn’t watch mainstream TV. So, they went straight to where their audience spends time – streaming platforms. 85% of Gen Z and millennials prefer streaming over traditional TV. By launching multiple compelling sports docuseries on Netflix, they met their audience exactly where they are. 2️⃣ No Ads, Just Stories Research shows that storytelling is the most powerful tool in marketing – it's 22 times more memorable than facts alone. When you tell a story, you engage your audience’s emotions, and that connection is invaluable. It's this emotional engagement that turns viewers into fans and casual watchers into passionate supporters. No CTAs, no tracked links, just pure wonderful emotional storytelling at its finest. 3️⃣ Creating Emotional Investment These docuseries pull you into the personal lives of top athletes. You follow their journeys, their struggles, and their triumphs, right up to the competition before the Paris Olympics. This emotional investment is powerful. Suddenly you’re not only aware of these athletes in various disciplines, you’re invested in their success. 4️⃣ Building Anticipation By ending these stories on a cliffhanger, they’ve done something brilliant – they’ve made you care. You’re not just a spectator anymore; you’re invested in seeing these athletes win. And the next episode? Well that will be streamed live from Paris on mainstream TV. I know I’m not alone in wanting to see how these stories end. 5️⃣ Perfect Timing Timing is everything in marketing, and the Olympics nailed it. By launching these docuseries right before the games, they’ve ensured the stories are fresh in our minds. This makes the athletes' journeys a cultural talking point and keeps the Olympics top of mind. Strategic timing like this makes the content memorable and maximises its impact. Here’s the lesson: To truly engage your audience, focus on storytelling. Create narratives so compelling, people can’t help but follow along. Make them care about the outcome. When your audience is emotionally invested, they’re not just watching – they’re rooting for you. This weekend reminded me why I love marketing. It's not just about selling a product; it's about creating connections, inspiring emotions, and telling stories that resonate. So, next time you’re crafting your strategy, ask yourself: are you telling a story your audience will care about? I’m sold. Who’s watching?

Here's 2 testimonial formats that don't sound like bullsh*t: It’s tempting to showcase your most effusive reviews, but that’s a missed opportunity. We got this one last week: "I've been an entrepreneur for almost 30 years and this is the best thing I've ever done. Wish I did it 30 years ago.” I love reading testimonials like that! But I don't post them on our site. Why? Because they sound like bullsh*t. Think about it from your prospect’s perspective: If they read a review that says “This product is awesome!” will they think “Wow, this product must be awesome. Lemme grab my credit card…” (No. No, they will not.) Effective testimonials don’t just say “It's awesome,” they break through by addressing prospect’s specific goals and fears. Like this... 𝗛𝗲𝗿𝗲'𝘀 𝟮 𝘁𝗲𝘀𝘁𝗶𝗺𝗼𝗻𝗶𝗮𝗹 𝗳𝗼𝗿𝗺𝗮𝘁𝘀 𝘁𝗵𝗮𝘁 𝘄𝗼𝗿𝗸 𝗵𝗮𝗿𝗱𝗲𝗿 𝗢𝗽𝘁𝗶𝗼𝗻 𝟭: 𝗪𝗵𝗮𝘁 𝗲𝘅𝗮𝗰𝘁 𝗼𝘂𝘁𝗰𝗼𝗺𝗲 𝗶𝘀 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁 𝗵𝗼𝗽𝗶𝗻𝗴 𝗳𝗼𝗿? Share quotes from people describing that exact outcome. For example: • “We cut production times by 30% while lowering defect rates, I didn’t think that was possible.” • “We quadrupled the engagement rates of our outreach campaigns, now we actually need to hire more salespeople.” • “We were able to achieve 100% FCA compliance without hiring additional people." 𝗢𝗽𝘁𝗶𝗼𝗻 𝟮: 𝗪𝗵𝗶𝗰𝗵 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝘄𝗼𝗿𝗿𝘆 𝗶𝘀 𝗯𝗹𝗼𝗰𝗸𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁 𝗳𝗿𝗼𝗺 𝘀𝗶𝗴𝗻𝗶𝗻𝗴 𝘂𝗽? Call it out and knock it down. Examples: • “Normally my sales reps hate new software and refuse to use it, but they love [product] and they’re 24% more productive after the first week.” • “I thought migration would be a huge hassle, but we were up and running in 2 hours, no engineering required.” • “Our CEO was watching this project closely, so I was nervous about working with software from a startup. But [product] not only did the job, it made my whole team look like rockstars." For both options, the key is 𝘴𝘱𝘦𝘤𝘪𝘧𝘪𝘤𝘪𝘵𝘺. The more directly you can address the reader’s exact desire or blocker, the more the quote will resonate with them – and the less it will sound like bullsh*t. 𝗕𝗼𝗻𝘂𝘀 𝘁𝗶𝗽: What if your customers don’t give you the right words for your ideal testimonial? You can always reply to a happy customer and ask “Would you mind if we phrased your testimonial this way instead?” They’ll usually say yes. Who else needs to read this? Tag them 👇🏼 Are you a little smarter than you were 2 minutes ago? Follow me: Matt Lerner so you don't miss my future posts.

If your audience didn’t feel anything… you didn’t give a speech. You gave a TEDx audition. The best speakers don’t just inform or entertain. They move people emotionally. Case in point: that viral Thai ad “The Dog” by Kiatnakin Bank. No dialogue. No celebrities. Yet millions cried. Why? Because it tapped into something universal: human emotion. So… how do you do that as a speaker? After 15 years of speaking in 39 countries to half a million people, here's how I evoke emotions in my audience. 1. Choose the emotional entry point, not just the story. Every speech has two beginnings: - the first line you say - and the first feeling your audience registers Before you write anything, ask: “What’s the emotional state they’re in right now?” Are they burned out? Feeling stuck? Hopeful but scared? Then ask: “What emotion do I want them to leave with?” When those two emotions connect, where they are and where you want to take them, your speech becomes a journey, not a monologue. 2. Use emotional contrast, not just chronology. So instead of storytelling like “this happened, then this…” (boring!) Build it like a movie trailer. What creates suspense? Contrast. Here’s how I structure it now: Before the storm - Life was okay… or so I thought... The disruption - Something happened I didn’t see coming... The emotional cost - I didn’t just lose money/time/status, I lost sleep, confidence, myself... The turning moment - And then suddenly... (a moment of truth, a wise mentor, or a shift in perspective) changed everything The ripple effect - That shift led to action, small at first, but it created a wave of momentum, and the results started to follow (yay!) The transfer – And here’s what that means for you. This format works because it mirrors the emotions of transformation and that’s what people want to feel. 3. Give emotional language, not just a moral. Most speakers end with “So… never give up.” (boring!!) But audiences can’t act on vague encouragement. What they need is emotional vocabulary. Say: “If you’re in that same dark place… you don’t need motivation. You need clarity. And here’s how I found mine...” or “Maybe today you’re like how I was, smiling on the outside yet quietly panicking inside.” Insight lands when people feel seen. 4. Don't just end hope. Instill self-belief in them. Our job as speakers isn't to impress the room. Our job is to transfer belief and courage so they are empowered to make the necessary changes even after you have left the stage. Here's how I do it. I say: “You don’t need my story to be inspired. You need to see yourself in my story. And if a guy who used to panic before every speech can now speak globally… I promise, there’s more in you than you know.” Remember, your audience will likely forget what you say but they will never forget how you make them FEEL. This is how you get asked back again and again! #publicspeaking #getpaidtospeak

𝗬𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗱𝗼𝗲𝘀𝗻’𝘁 𝗯𝘂𝘆 𝘄𝗶𝘁𝗵 𝗹𝗼𝗴𝗶𝗰. 𝗧𝗵𝗲𝘆 𝗯𝘂𝘆 𝘄𝗶𝘁𝗵 𝗴𝗼𝗼𝘀𝗲𝗯𝘂𝗺𝗽𝘀. When was the last time you 𝘧𝘦𝘭𝘵 something from an ad? Not just understood it, but actually felt a lump in your throat or a smile on your face? That’s what Coca-Cola nailed with their ‘𝗛𝘂𝗴 𝗠𝗲’ vending machine campaign in 2012. No coins, no cards - just a hug to get a free Coke. It wasn’t about selling soda. It was about sparking emotion. And it worked! Foot traffic around the machine skyrocketed. Social media lit up with shares and smiles. Why? Because touch triggers the release of oxytocin - the "bonding hormone" which builds trust and emotional connection. A study by the University of North Carolina found that even brief physical contact can reduce stress and increase feelings of security. Coca-Cola didn’t just dispense drinks, they dispensed dopamine. This is the power of emotional branding. It’s not about the product. It’s about the feeling you associate with it. Here's another great example of emotional branding: Spotify. They didn’t go the usual route with their billboards. No pricing. No tech specs. Just raw human emotion. Billboards like: “Be as happy as the guy who added 1,235 ‘I Love You’ songs to his playlist.” Or: “To the person who played ‘Sorry’ 42 times on Valentine’s Day - what did you do?” Funny. Relatable. Real. They weren’t selling features. They were holding up a mirror to our lives - with music as the soundtrack. The result? Massive online engagement. Word-of-mouth virality. And brand love that no performance metric can buy. In a world chasing attention, the brands that win are the ones that make us feel seen, heard, and understood. So here's the question - are you giving people information, or giving them a feeling they’ll never forget? #business #campaign #businessstrategies

You’ve spent hours crafting the perfect campaign. The design is flawless, the message is clear, and everything feels on point. But the results? Meh. The numbers barely budge. Every marketer’s fear is creating something that gets noticed but doesn’t connect. Because attention alone isn’t enough—it’s emotional resonance that drives action and builds loyalty. 🌱 Here’s how to create content that resonates: → Understand your audience’s why Go beyond demographics—tap into psychographics by learning what drives your customers. What problems keep them awake at night? What aspirations push them forward? → Focus on stories, not facts People are wired to connect with stories. Stories humanize your brand and turn abstract concepts into relatable experiences. Rather than listing product features, share a story of how your product solved a customer’s real problem or made a difference in their life. → Speak their language Choose language that aligns with your audience’s emotions and experiences. Whether it’s light-hearted humor or a sense of hope, using intentional language helps your content resonate with readers on a deeper level. → Be authentic in sharing your journey, objections, and goals Your audience can sense what’s real. Share your challenges, goals, and even vulnerabilities to build trust and reliability. → Invite meaningful dialogue and understand what defines their ideas Encourage your audience to interact with your content—ask questions, invite opinions, or run interactive campaigns. When people feel involved, they develop a sense of connection with your brand, making your message more impactful. It’s not about grabbing attention—it’s about making it matter.

People feel before they think, or more precisely, they feel while they think.   And often, that’s what shapes their reality.   We love to believe we’re logical creatures. That our ideas will be heard if they’re well-structured, supported by data, and clearly delivered. We like to believe that logic leads our decisions. That reason comes first, emotion second.   Neuroscience and behavioral psychology tell a different story. One that every leader, speaker, and communicator needs to understand.   Antonio Damasio, a renowned neuroscientist, studied patients with damage to the part of the brain responsible for integrating emotion with decision-making. These individuals could still process information logically, but they couldn’t decide. They’d spend hours debating trivial matters, unable to move forward. Without emotion, even the most rational mind stalls.   Nobel laureate Daniel Kahneman introduced us to the concept of two systems of thinking. – System 1: fast, emotional, automatic. – System 2: slow, deliberate, analytical.   Most decisions are made by System 1, then justified (post-rationalized) by System 2. In other words, we often feel first and think second.   This has profound implications for how we lead and communicate.   When we speak, advise, or try to influence, we usually focus on content—on what we want people to understand.   People don’t absorb meaning through logic alone. They interpret it through emotional filters: – Do I feel safe with this person? – Do I trust their intent? – Do I feel respected and seen?   If the emotional atmosphere is off, even the best ideas fall flat.   This doesn’t mean abandoning logic. It means understanding that emotional presence is a prerequisite for cognitive impact. Before people remember your message, they remember how you made them feel.   Next time you're preparing for an important conversation or a presentation, don’t just ask, what am I going to say? Ask: – What do I want them to feel? – What emotional cues am I sending, consciously or not?   Influence is not just about clarity. It’s about connection. And connection always begins with emotion.

The Simple Sales Stories tactic from Pip Decks works really well for charities where 'selling' is often frowned upon. You can better convince new users, supporters, or volunteers to 'buy' into your idea by telling stories about existing users. Peer validation can be a powerful tool for convincing others to volunteer for your cause: 👩 "Someone 𝙡𝙞𝙠𝙚 𝙮𝙤𝙪 volunteers with us." Moral of the story: "we've provided a fulfilling experience for them, and we can do the same for you." - Who are we trying to recruit? - Who have we already helped who is like them? If not a similar volunteer, what about a similar community or background? Maybe we've offered similar opportunities. - Which previous volunteers can we ask for a testimonial? 👨⚕️ "Someone 𝙮𝙤𝙪 𝙖𝙙𝙢𝙞𝙧𝙚 volunteers with us." Moral of the story: "you value this person's actions and opinions. They trust us. Maybe you should too." - Who are we trying to recruit? - Who are they influenced by? - Why do those people trust us? 👵 Long-term, Regular, and Challenging Volunteers Moral of the story: "these people enjoy volunteering with us, we must be doing something right." Long-term volunteer: "she's been volunteering with us for over a decade, and her commitment continues to make a huge difference to our work." Regular volunteer: "they started volunteering, and now they regularly bring friends to help out too." Challenging volunteer: "he had concerns about our approach, we listened, addressed them and now we can deliver even more impact." ❓ What's your advice for #charities looking to use #storytelling for fundraising, volunteer recruitment or campaigns? Leave a wee comment.

Raising kids is like building an audience—logic might get them to listen, but it's the love and honesty that make them stay. You can teach them all the facts, but it's the moments you share from the heart that truly resonate and shape who they become. Here's how you can translate parenting to audience-building: 1/ Speak from the Heart Connect on an emotional level. Write with passion and empathy. Heartfelt content engages and inspires your audience. 2/ Share Personal Stories Personal experiences build relatability. Share your journey, struggles, and victories. Stories create a deeper connection with your audience. 3/ Be Genuine and Vulnerable Authenticity attracts genuine followers. Show your true self, including your imperfections. Vulnerability fosters trust and engagement. 4/ Prioritize Emotional Impact Craft messages that evoke emotions. Focus on how your content makes people feel. Emotional resonance leads to stronger audience connections. 5/ Engage with Your Audience Interact and respond to your followers. Show that you care about their thoughts and feelings. Engagement builds a loyal community. 6/ Focus on Values and Beliefs Share your core values and beliefs. Align your content with what you stand for. People are drawn to brands and creators with clear principles. 7/ Create Meaningful Content Offer content that adds real value to lives. Address needs, desires, and aspirations. Meaningful content keeps your audience coming back. 8/ Embrace Creativity and Passion Let your passion shine through your work. Creative and heartfelt content stands out. Passion is contagious and attracts like-minded people. In 2024, let your heart lead the way to attract and grow your audience.

Zomato doesn’t sell food. It sells feelings. And that’s exactly what most marketers forget. We once launched a campaign for a college. Great design. Clear CTAs. Optimized funnel. But the leads? Cold. People were seeing the ads but not connecting with them. That’s when we took a step back and studied brands that actually connect. Zomato stood out. Not because of their budget, but because of how well they understood the consumer’s mind. Think about it—notifications like “Congratulations on not cooking today” or “We know you just checked if your order is on the way” aren’t ads. They’re thoughts we’ve all had. And that’s why they work. So instead of “Apply now for 2025 admissions,” we tried messaging like: “The college that felt like home” or “Where students grow and parents trust.” Simple, human, and real. What happened next? Engagement shot up. Leads became warmer. Trust was built—and that reduced the cost per lead drastically. The biggest lesson? People don’t connect with campaigns. They connect with emotions. Speak their language. Show you get them. Don’t try to be perfect—try to be real. If Zomato can sell food by making people feel heard, you can sell anything—if you understand your audience deeply enough. Have you ever smiled at a Zomato notification? I bet you have. Let’s talk more about how emotional clarity can drive real results. #MarketingStrategy #BrandStorytelling #EmotionalMarketing #ZomatoMarketing #ConsumerPsychology #MarketingLessons #DigitalMarketing #ContentMarketing #MarketingIndia #LeadGeneration

I recently reviewed a denied EB-1A petition with recommendation letters that AI clearly wrote. They were beautifully formatted, grammatically perfect, and completely useless. Here's why they failed and how to craft letters that actually work: Immigration officers don't care that you're "an extraordinary person with innovative and groundbreaking solutions that showcase your prowes and technical accumen." They care about objective, verifiable contributions. That's why I've stopped thinking about these as "recommendation letters" entirely. Instead, I approach them as testimonials - sworn statements that act like an expert opinion in court. . This mental shift transforms how we craft these documents. A proper immigration testimonial should: 1. Clearly establish who the writer is and their credibility 2. Explain exactly how they know the petitioner (working relationship, duration, context) 3. Identify specific problems or challenges they faced together 4. Detail the petitioner's precise role and contributions 5. Provide quantifiable results ($X saved, Y% efficiency improvement, Z users impacted) 6. Highlight tangible benefits or innovations that resulted This approach serves a dual purpose. First, it creates compelling evidence that immigration officers can evaluate objectively. Second, it helps identify opportunities for corroborating evidence. For example, suppose a testimonial mentions work on a $400 million infrastructure project that created 200 jobs. In that case, we can supplement with press releases or media coverage about that project, or other documents that corroborate this fact. The testimonial connects the petitioner to the documented project, strengthening both pieces of evidence. Another critical strategy: ensure no two letters sound alike. Each testimonial should serve a specific strategic purpose in your case, highlighting different aspects of your qualifications. Remember that immigration officers review thousands of petitions. Generic praise blends together, but specific, quantifiable contributions stand out. The most successful petitions don't just assert excellence - they prove it through concrete, objective testimonials that tell a cohesive story about the petitioner's impact. So skip the AI-generated compliment collection. Instead, gather testimonials that could stand up to cross-examination in court.