Hey, happy Monday!
The world’s most widely used product is made of words: Google Search.
Ninety-nine percent of this newsletter is made up of words.
Ninety-five percent of the entire Web is made up of words. It is no coincidence that the The most widely used CMS in the world is called Wordpress.
Emails, Slack, Whatsapp, but also Notion, Trello, Basecamp, organize our days with interfaces made only of words. Check it out here ↓
Also Instagram, without words, would not be the same.
Images create emotion. Words lead to action.
Yet words are still the worst designed business asset.
From “institutional” sites to social media posts, words just don’t make it into the design process.
It is I understand it! It is too easy to do nice things than to say interesting things.
If you’ve been following what I write for a while, you’ll know that I repeat ad nauseam that aesthetic quality is now a commodity, along with technology.
Software houses that make the tools that “produce” the web do everything they can to simplify the generation of graphic designs just-on-trend. They include features, filters, defaults, presets and templates that are simply impossible to get wrong.
For $159 you can purchase an entire library of pre-designed apps of a quality that would put most agencies I know to shame. Give us a look (no affiliation)…
For devs there is also this. 400 production-ready and responsive java elements.
Why reinvent the wheel?
By the way using these templates you could avoid numerous UX errors…
As I write this it might seem that I am doing so resentfully. Then again, I am also involved in Design…. But I can assure you that I am in no way bothered, nor do I feel threatened by this kind of “progress” in design.
Rather, I am happy to be able to design in an era where it is incredibly easy to bring quality experiences to the world in a democratic, rapid, and low-risk way.
But what is the other side of the coin?
That we are no longer allowed to be mediocre.
And what makes us exceptional?
The Strategy. The clear rules and principles we equip ourselves with to make decisions with the aim of achieving the goal by turning the game around by understanding how to use our own strengths by leveraging our opponent’s weaknesses.
The example of NeN
How do I compete in an industry that sells invisible products?
If I turn on a light bulb or pop a cold beer, I surely owe it to the electricity I am paying for. But changing providers certainly won’t brighten my room more or make my beer taste better.
Easy marketers will say, I do storytelling to create a relationship with the consumer.
Sure as hell!
Please tell me you were looking forward to being on the phone with an Enel operator.
Just as you couldn’t wait to have a chat about filters with someone from Instagram, the new releases that are in your Spotify Daily Mix, or get a movie recommendation from Netflix Customer Care.
You only want the result.
Let your light come on. May your refrigerator work. That your water heater works, too. And that when your bill comes, not only do you understand it, but you won’t have any surprises [Watch the commercial].
So what did NeN do?
Like a Sumo player he leveraged his opponents’ weaknesses. Words.
As I said: the business asset least designed by all competitors.
We give examples with the 5 second test.
I open the homepages of the main providers and copy and paste the message I see in 5 sec.
Enel -> Today with a 30% discount
At least you can tell…
Eni Gas and Light -> Days are more extra with Link’s convenience
Huh?
You have an extra 10% discount in addition to the 10% 1st Year Discount and 10% Digital Discount*…
I got lost…
Illumia -> 70KWH free every month. Zero worries.
Fantastic! But how much is 70KWH? What do I do with it? How much do I pay in the end?
What about Nen?
Nen -> Nobody likes bills.
Neither do I! Continued…
You pay the same amount each month, all inclusive.
Okay how should I do it?
¯\_(ツ)_/¯
On Thursday, June 10 at 6:30 p.m. we will meet with Francesco Morzaniga. Sign up here
Francis writes all of NeN’s lyrics.
He will talk about how words are at the center of the design process that have resulted in campaigns such as:
“We would like to give you electricity and gas in exchange for your money.”
“Don’t think about energy.”
“Forget the slams.”
“What is this Robo?”
What is the strategy behind such differentiating work?
How important is a brand voice in a world where it is not enough just to shout louder or spend more budget?
What are the steps to build truly effective communication?
Francis knows the importance of words, knows how to use them, and will be with us to dispel some myths and tell us about his work.
I’ll be waiting for you!
Good work, and keep in touch.
