How to make your writing POP

I had a tweet perform extremely well last week:

There are a variety of reasons why it did well, but one of them is something most marketers and advertisers don't talk about.

That is, using pop culture terminology, or what I like to call "mental anchors", to attract extra attention and emotion.

If I were to write that tweet without brand names, it would be boring:

"Watch companies sell status, not watches.

Etc.

Etc."


Instead, I used the most recognizable brand in the wristwatch space, a very recognizable clothing brand, a very recognizable motorcycle brand, and a very recognizable tech brand.

The first thing this does is attract attention.

Like referencing a celebrity, people see a recognizable name and are instantly drawn in to read more.

The second thing it does is increase the emotion of the reader.

Nobody reacts to "watch company", but "Rolex" is such a household name that most readers already have some sort of emotion associated with the brand.

This isn't a persuasive tool that you should use in every piece of writing you put out.

That said, you should consider it when writing something similar to the tweet above.

More examples off the top of my head:

  • "Netflix" over "TV"

  • "Starbucks" over "coffee"

  • "Ferrari" over "sports cars"

Use anchors, and you’ll persuade better.

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