Be that Person

Wooow, it’s clearly September because everyone is wide awake! (Well, almost everyone—some of you are still sneaking in a holiday while the rest of us are just trying to get the 👏 whole 👏 team 👏 together 👏 for one meeting! We love you... but please return to work now🙃!) Nevertheless, I feel so much inspiration, so many tinglelings that gets me buzzing! Here are my discoveries of the week!

➡️ Copywriting: To mom’s for Christmas

"There’s so much noise online, but every now and then you come across some real gems" , that’s what Thomas Boussy told me in his email when he dropped this video in my inbox. And what the fluff, how mind-blowing is this video about copywriting?! It’s like copywriting made simple. It’s a 70-minute talk, but to me worth every single minute!

My fast takeaways:
Focus on these three core principles:

1. Can I visualize it? Make your copy vivid and easy to picture.

2. Can I falsify it? Write with precision and clarity that leaves no room for misinterpretation.

3. Can nobody else say it? Ensure your copy is unique and stands out.

You don’t understand this? I know, you really have to make time to watch this 70min video. But in the meantime: I think this is a good example of how copy can change the impact and the emotions you feel.

➡️ Networking: What do you have to give?

As announced, I was out and about at several networking events last week—hello, September! For instance, I attended the book launch of Yasmin Vantuykom's Workaholic, and I also celebrated 10 years of Nexxworks. (Picture this: a whole auditorium singing "Sweet Caroline," and I’m still trying to figure out if it was super cool or just really weird.)

That said, Suyin Aerts shared something on stage this week that really stuck with me. She said networking is actually a beautiful thing because it’s all about helping each other. Introducing someone to your network isn’t about you or making sales—it’s about sharing and supporting. And I think that’s beautiful.

Most people get the order wrong.
Don't be that person.

➡️ Community : is the buzzword of 2025

That said, If you asked me to predict the biggest social media trend of 2025, it would be easy: not being on social media at all! (Ok, I’m exaggerating, maintaining an online presence will still be important.)

But this last year it’s all about the buzzword : 'community'. So looking ahead to 2025, I don't think the 'online' part will be as much of a focus. Nurturing and building authentic, face-to-face connections with your community will be key to the ultimate marketing.

We've seen it happening already this year, right?
Glossier recently held pop-ups in cities like London, focused entirely on engaging their community face-to-face, rather than through influencers. And Adidas has organised for example the Billboard Run in Stockholm last April. (The Billboard Run' transforms the city's billboards into dynamic checkpoints for a unique urban race experience. The campaign aims to inspire and challenge runners to explore new routes and push their limits. Read more here!)

I notice brands now moving away from being online, and putting more of their focus and budget to building real life relationships with their community. And I get that!

Don't get me wrong. Social media will stay important, but it also has to be a portfolio of the different events you've run, the giveaways you've hosted and the conversations you've had.

But that's just my opinion.
What do you think?

➡️ Entrepreneurship: Pay for the product

I pitched a really good (haha, yes, I’m saying it myself) business idea, and instantly people are offering their services for "free testing." I totally understand that, I’ve been there too! But if you’re a friend or family member of an entrepreneur, here are a few meaningful ways you can support:

1. Buy the product without asking for a discount.

2. Write a review or testimonial.

3. Find people in your network who could benefit from it.

You have no idea how much impact you can have as a first supporter to someone just getting started. ❤️

P.S: If you're not in the target audience, just do #3.
P.P.S: Feel free to share this message!

➡️ BrandLove: The Sleepers from Sennheiser

This campaign from Sennheiser caught my eye, once again because it smartly applied the copywriting basics explained in the 70-minute video mentioned earlier! The target audience? Commuters looking for peace and quiet during their daily travels, thanks to their headphones with a long-lasting battery.

This has become a really black and white newsletter, is it also due to the September vibes? It was not intentionally :-)

See you in one week! bye!!

X Ingrid