Lift the lid: Intriguing content is more than just words

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I was intrigued by an ad Rolex are currently running on LinkedIn.

Thinking about it, I was intrigued that Rolex were running an ad on LinkedIn.

There are few brand institutions such as Rolex. The name just oozes the platinum status so many luxury brands wish to achieve.

So, why my interest?

The message itself.

Read the following (taken from the content of the Rolex ad) and think about how it makes you feel:

Rolex is setting a new standard of performance for mechanical watches with its new self-winding movement, calibre 3255. Entirely developed and manufactured by Rolex, calibre 3255 incorporates 14 patented technologies and provides fundamental gains in core areas: precision, power reserve, resistance to shocks and magnetism, ease of use and reliability. These exclusive innovations include the highly efficient new Chronergy escapement as well an optimized blue Parachrom hairspring for reliable accuracy. The power reserve of calibre 3255 extends to 70 hours.

Pretty cold isn’t it? That’s a lot of convoluted words to describe a product. Makes you wonder how many people invest in a Rolex for reliable accuracy. I’m thinking they’re in the minority.

But then, you see the words in action:

No voiceover, just a simple 40 second glimpse into the internal working of the new Rolex.

Now the words start to make more sense. The words are placed in context of the product.

The descriptive words are overcomplicated. They have to be. Look inside, this is one very complex product.

Too many businesses are relying merely upon words to distinguish their craft. Words that describe rather than lift the lid. Words that offer nothing in terms of an emotion connection. Little in terms of intrigue.

Lift the lid on what makes your product, your service, tick. Get creative with your content. When you have something powerful to articulate, sometimes words simply won’t do.


Written By:
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Ian Rhodes

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First employee of an ecommerce startup back in 1998. I've been using building and growing ecommerce brands ever since (including my own). Get weekly growth lessons from my own work delivered to your inbox below.

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