Does your copy have these two key ingredients?

Why people and stories will always make a winning recipe

[Image courtesy of Stuart Miles at FreeDigitalPhotos.net]

Eey. Hüü’pü’k. Hitta*l. Püüxi. OK, here’s a challenge for you: can you name this language? (And no, it’s not Klingon.) In case you’re thinking of cutting and pasting the words into Google Translate, let me save you the bother. You won’t find them there or virtually anywhere else. Why? Well, they’re part of a disappearing language in Mexico called Ayapaneco. Until recently, it had only two speakers, both in their 70s. And although that could in theory provide at least a glimmer of hope of reviving the language, there was one insurmountable problem. Manuel and Isidro hadn’t spoken to each other for years – ironically, because of a a bitter argument over Ayapaneco. So they waged a silent war that promised to hasten the end of this fascinating tongue (just look at all those umlauts, not to mention the asterisk). Hooked yet? Of course you are. So was I, and so was everybody who heard the story.

Beginning, middle, end (& sale)

Stories are the lifeblood of marketing, and of all copy everywhere. And not just any stories, but stories about people. The words reach out form the page and pull us in, involving us in the lives of others. And if those lives, and that story, are used by a canny marketing department, they can keep their brand in front of us much longer than any sales pitch could. Not to mention the positive vibes they receive as they bask in the warm glow of doing something good. And what was that good? Saving the language, of course. Getting Manuel and Isidro to talk to each other after all these years. Setting up an Ayapaneco school, so that kids could learn and use the language. And putting an Ayapaneco language site online where you can hear the two septuagenarians speaking words and phrases for you to imitate, learn and remember. And not just that. You can ‘adopt’ a word, record yourself saying it, and post the video online. It’s the ultimate feel-good marketing campaign that flies below the radar. And the company? Vodafone, who bring people together and get them talking (benefit) with its mobile phone network (feature). It’s a very clever move on their part:

It chimes perfectly with Vodafone’s marketing. Just remember their catchline a few years back: It’s good to talk. And it’s even better to talk if it’s saving a language.
It’s got just the right amount of what TV programme makers call jeopardy – the chance that everything could go pear-shaped and the project could fail.
It’s got legs, so people will continue to be interested in the fate of the language over the coming months and years.
It involves people: the adopt-a-word idea is a master-stroke, as it means that you too can get that warm, fuzzy feeling of doing some good in big bad world.

As humans, we can’t fail to be moved by stories. And all marketers tell stories, all day every day. So next time you sit down to write some copy or run a campaign, think not just of the stories, but the people behind them. And remember that sometimes, a light touch is all that’s needed. As you’ll see from the Vodafone video, it doesn’t take much to draw us in (if you’re reading in email, click here): And what about those words I opened with? Well they’re Ayapaneco for hello, corn plant, grass and man. See? You’re halfway to saving the language already. Now doesn’t that feel good? Find out more:

Language matters: learn some Ayapaneco, and even adopt a word, at Ayapaneco.com.
Language at risk of dying out – the last two speakers aren’t talking at The Guardian.

Kevin Copywriting, Marketing, Writing.