Anna Melissa is a copywriter and extremely online creator. Born and raised in Los Angeles, she is a die-hard Laker fan whose love for the game led her to work in sports.
I think there are a few things that set you apart and make the difference between talking to your audience and engaging in an ongoing conversation with them - and it’s finding the sweet spot between relevance and resonance. Relevance can be in regards to timing or whether or not your audience will care and show genuine interest in something.
Resonance will let you connect with people in a way that is organic, and evokes a feeling of familiarity. In this particular case, it was relevant to an audience that loved basketball, and it resonated because of a shared human experience. Sometimes it’s just that. And I think it’s also important when we engage that we also be mindful that we are not taking from a culture, but adding to it instead.I love brands that aren’t afraid to make bold statements.
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