Zero Content and a Little Bit of Personality

The following video was posted on YouTube and Facebook ages ago by a good friend of mine, Jake Allen Coulombe. He’s a really talented entertainer and radio personality who’s taken his love of entertaining others and built a solid business model.

If you take two minutes to watch it, you’ll find a surprisingly on-the-mark key to successful copywriting.

Amazing to think that content is rarely king in the world of video and multimedia. Jake probably made this video with an early-gen iPhone, circa 2010. But, his philosophy and timing would have worked equally well in 2018.

As a writer, this scares me a little. I’ve always been focused more on the written word than on the visual and aural “personality” aspect of things, but this is a fear I’ve worked hard to overcome to transition smoothly into the evolving world of multimedia advertising, and Jake’s video will stick with me when I run into speed bumps along the way.

I’m especially liking the ramifications for copywriting jobs that I thought were boring, or products that really don’t speak to me personally. By realizing even the most mundane of subjects can be made compelling through the infusion of passion and personality, I’m confident my writing can translate well over a wide range of subjects.

Special thanks to Jake for throwing this out there.

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