You wouldn’t be the first to lament that Twitter’s bite-sized exchanges are inane and unimportant. But Twitter’s focus on “the small stuff” has two advantages:
1. Twitter’s low-key nature makes it the only venue where it’s completely appropriate to chat up a creative – about something relevant, of course – who normally wouldn’t give you the time of day.
2. While you won’t be baring your soul, you can get closer to genuine conversation than you would by “copyschmoozing.”
The longer the piece of writing, the more artists tend to copyschmooze: censor and edit themselves into the same sanitized persona. For example:
But if I’m a prospective client, what does a cautiously-worded spiel tell me about the chemistry we’ll have while working on my next project? Even blogs can still feel edited and restrained.
Who do you feel more connected to?
Not only can Twitter help you make contact with those elusive creatives, but it may also even be a more effective vehicle than a long piece that smells of nervous, at-least-five-revisions copywriting. The immediacy, brevity, and relatively quick death of each Tweet encourages you to share the humbler, more casual moments between saving clients from peril or utilizing your creative genius.
For a real-life example, I recently needed an illustrator. From several competent artists, I settled on one whose Twitter feed made her seem friendly, passionate, and down-to-earth. Perhaps the other candidates would have been equally pleasant to work with, but their websites were so neutrally written and meticulously branded, how would I know?
Yes, to grow a hefty base of followers, you’ll need to make a more time-consuming investment. But for the purposes of asserting your humanity to a drive-by client, start small:
Twitter may not be the deepest social media network, but it’s one of the most promising avenues for letting clients see the person behind the presentation. Give it a shot!
Melissa Pang was Agency Access' copywriter, with several years under her belt working with artists at FoundFolios and The ADBASE Group. Melissa loves a good adverb, keeps one eye (or two) on the advertising industry and has a soft spot for illustration.
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