The importance of relevant content.

What does ITV's Love Island have to do with marketing?

Next week marks the final of ITV's Love Island.
Yes, I know what you're thinking - 'How can you watch that absolute trash?'
Put simply, I thoroughly enjoy mocking the individuals, their petty arguments and extremely trivial issues.

However, as a word-nerd, I'd be lying if I didn't admit, I have thoroughly enjoyed observing their language use. One example, that has sparked interest and discussion, and not just among linguists, is the phrase "on paper." It is used, at an extremely superficial level, to suggest how compatible an individual thinks they will be with another person, based purely on their outer appearance.



Is this relevant to marketing?
I think so, yes.

How?
From brief experience in a couple of marketing agencies, I have found it noteworthy that many clients will approach you with the necessary brief (Duh, obviously?!), but it may not be suitable.

What could be suggested, is that while an idea appears to work well 'on paper', it's practicalities need to be considered.

Having written copy for a selection clients in the manufacturing industry, I have found that while an idea may seem good 'on paper,' it isn't necessarily what is best for them.
As a manufacturer of lamp posts, who's main customer base could be the councils' environment and regeneration department, it would be a huge waste of time and money to create a huge social media campaign, when those clients use social media very infrequently.

Likewise, if a client wants to drive traffic to their website, a beautifully crafted image will only pull in so many potential customers, whereas SEO copy will be picked up by search engines and found be three times as many people.
In the film, Music and Lyrics the character 'Sophie' describes the melody of a song "like seeing someone for the first time." She continues, suggesting that "as you get to know the person, that's the lyrics. Their story. Who they are underneath. It's the combination of the two that makes it magical."
I think the same thing can be said in regards to marketing. While graphics are imperative, because first impression count for a lot, the copy is what makes the lasting impression.

Furthermore, it's all very well having an original, innovative brochure design, but if your customers are predominantly men in heavy industry, are they really going to be impressed by quirky typography and bright colours, when they're focus is engine components?

It strikes up one hugely important word:
- Relevance

It needs to be fit for purpose. 

Sometimes an idea may seem great 'on paper' but may not be worthwhile, or realistic. 

Similarly, in Love Island, a contestant may think that someone else is their ideal partner 'on paper,' but when they actually have a conversation, they may find that their personalities clash.

Are there any other television programmes that are your guilty pleasure? And might they be relevant to language or marketing?
Please leave any links to blogs or articles, of interest, below.

Read my previous post - Surfing the web or diving into it?