💡 The secret revealed

Hi Bronkies,

I’m sitting here behind my screen, nodding off and feeling so tired. Did you know that in just three weeks, the days will start getting shorter again? 😱 Give me sunlight please!!!
Anyway, enough complaining. Because never forget the message: Life is pain au chocolat. 😄 Let’s dive into some branding work together. It was again a week filled with inspiration ✨!

➡️ Community: The secret of this newsletter revealed

Many people ask me about my newsletter and wonder where I get my inspiration every week. Honestly, I don't know. It just happens. What I can tell you is that I get a lot of inspiration from my own life and .. I also spend a lot of time scrolling on LinkedIn. Like, really a lot. I even have the terrible habit of doing this first thing in the morning, right in bed. That’s a good time because I get tons of inspiration from outside Europe. While everyone here is asleep, I'm scrolling and using my save button more than average. I don't scroll through LinkedIn just to connect with people, I love to learn from them. For me, LinkedIn is - more than a social network- a learning platform. I used to have to pay for events to get inspired, now I do it from my bed in the morning. Of course, I still go to events, but those I keep for networking. Voilà, my secrets revealed.

➡️ Copywriting: is like running

I don’t know about you, but in my (mostly male) circle, it seems like everyone is suddenly training for marathons or triathlons. This includes my husband, and I have to say, sometimes I feel like a sports widow. But it's all good, all that exercising. I don't complain about it, just like I don't complain about the weather 😄.

Anyway, sporting events are a fantastic place for brands to share their message. I recently came across this interesting example (on LinkedIn, of course).

The copywriter at Nike nails the message. This is exactly what you feel during a marathon (or so I've heard). It’s a thought that crosses many minds just before the finish line: never again. Yet, after a few weeks, everyone is back training to chase that high once more.

Copywriting is like running. The longer you do it, the more you put into it, the more it hurts, and the more you work your way back, the better it gets. Be a copywriter.

➡️ Digital advertising: copywriting formulas!

I came across these copywriting formulas, and wow, anything that can be put into clear processes or structures, I love! Many of my clients struggle with digital ads and copywriting. I get that, it really is difficult and requires some skills and training. These formulas are a clear guide for me. Go and do your thing!

➡️ Brandlove: It’s sport season again !

I’ve already mentioned that I draw a lot of inspiration for these newsletters from my own life. One of my sons is really doing well as a hockey player. This year, he's switching clubs, and as a parent of an avid athlete, this has quite an impact on our lives. I find myself being pulled into the whole circus and notice that my interest in the sports sector is growing. (I mean by this: the intersection of sports and marketing) It's certainly still a bit early, everything can still happen, but I can see myself possibly looking for sponsorship deals for my child in a few years. 🙃 And then I think - aha, you're lucky to have a mother who knows her way around the industry.

With a summer packed with major sporting events like the European Football Championship, the Olympics, and the Tour de France, it will be an exciting period for brands. In an era of fragmented media consumption, sporting events remain one of the few occasions when millions of people focus on the same thing simultaneously. In the attention economy, sports are still a superpower. Advertising during sport events is about more than just selling products. A great sports advertisement can turn a casual viewer into a die-hard fan. It can make us feel like we’re part of something bigger, a community of people who share the same passion. It’s about building a brand that people trust and relate to. It can create an emotional connection that lasts a lifetime. We’re talking about increased brand awareness, customer loyalty, and yes, sales. (Wow, I really am ready to sell some sponsor deals here. Just waiting for my son now 😅)

For me, the master of all remains Nike. They are not only the best in copywriting (Just Do It is still the GOAT), but their ads always tell a story. I'm curious to see what they come up with for the upcoming Euro 2024. This is already their most epic ad to date: Nike’s "Write the Future." It was aired during the 2010 FIFA World Cup and shows how the player’s actions on the pitch can affect the world in various ways, such as causing riots, changing the stock market, or inspiring a new generation. The ad also shows how the players can write their own future with Nike, as they wear the Nike logo on their shirts, boots, and balls. This ad became one of the most viewed ads on YouTube.

➡️ To read: Creating Impact with Humor

Impact maken met humor is another Dutch book I’m reading—it's not translated yet—about, well, humor. Everyone who knows me knows that I advocate for more cheerfulness and especially less dullness in the business world. You can still be credible while bringing some fun into the mix and simplifying the jargon. This book provides practical tips for incorporating humor into your presentations or keynotes.

After all, "laughter is the shortest distance between two people," and that’s true! That’s why I’m a huge fan of adding a touch of humor here and there. This is a screenshot of the LinkedIn page of a certain Scott Withley I follow. He intrigued me because he did something very subtle with his profile page. Humor is everywhere. I applaud people who bring light.
Because never forget: Life is Pain au Chocolat. 🥖🍫💛

See you next week, folks!!
X Ingrid