Cutting Through the Noise The truth is, lots of people can write. But not everyone is a critical thinker. And not everyone is trained to write effective copy or brand messaging. In a sea of content that’s often more fluff than substance, critical thinking gives your messaging the edge it needs to stand out. Think about the last time you read something and thought, Wow, that really spoke to me? Chances are, it wasn’t just because the words were well-chosen, but because the message was crafted with intention and insight. Impactful writing that deeply connects, engages your audience, and leads them to take positive action requires more than just stringing together pretty words. Your words need to be anchored in a deep understanding of your audience and a clear sense of your brand’s mission. Getting to Know Your Audience (For Real) Here’s a question: how well do you really know your audience? And I don’t mean just the basics like age, gender, location, or even general interests. I’m talking about understanding their frustrations, dreams, and what keeps them up at night. It’s easy to assume we know our audience, but assumptions are the enemy of effective messaging. That’s why critical thinking is so crucial—it pushes you to go beyond the obvious and dig deeper. Research and insights are your messaging best friends. Challenge your assumptions, ask the tough questions, and use data to truly understand what makes your audience tick. This isn’t just about targeting; it’s about creating messages that feel like they were written just for them. Writing with Purpose Let’s talk about intention. Every word you write should have a purpose. Whether it’s driving action, evoking emotion, or simply making someone smile, your words should be chosen with care. Critical thinking helps you do just that—it’s like having a filter that only lets through the words that really matter. When you sit down to write, ask yourself: What am I really trying to say here? How will this message land with my audience? And most importantly, does this align with the story I want to tell? When we’re creating a legacy and effecting impactful cultural change, we’re not just telling stories to tell stories. This isn’t your grandma’s mahjong table! Your messaging needs to be grounded in intentional storytelling. We all have a story worth telling, and critical thinking helps us tell it in a way that’s both authentic and impactful. Seeing Things from a New Angle Now, let’s talk perspective. If you’re been around here for a little while, you’ve surely heard me say that there are only 6 stories in the world, so yours is not that unique. BUT, what is unique is your perspective. It’s your lived experience that makes you stand out. We all have our own lens through which we see the world, and it’s easy to forget that our audience might be seeing things differently. That’s where critical thinking comes in—it challenges you to step outside your own experience and consider how your message will resonate with others. It’s important to consider different perspectives (in business and in life!). This is what makes messaging dynamic and relatable. Whether it’s considering how your words might be received by someone from a different background or simply rethinking the way you phrase something, critical thinking helps you craft messages that connect with a broader audience. At the end of the day, critical thinking is what separates good copy from great copy. It’s the difference between a message that gets heard and a message that actually gets remembered. As impact-driven entrepreneurs, we’re all about making our mark, and that starts with thinking critically about how we communicate. So next time you’re staring at a blank page, don’t just think about what you want to say—think about how you want your audience to feel, what action you want them to take, and how your message reflects the heart of your brand. And if you’re feeling stuck or unsure of how to navigate this journey, I’m here to help you find your way, one thoughtful word at a time. Schedule a virtual tea 🍵 with me for a free 30-minute strategy session. Stay curious Culture Changer, Justine🎈 Founder, Chief Storyteller, and Messaging Strategist at Red Balloon Station. P.S. if you enjoyed this hot take, remember to SUBSCRIBE to my weekly newsletter, here to help phenomenal BIPOC + woman entrepreneurs use the power of storytelling to grow your businesses and create lasting impact. Red Balloon Station is a creative hub for storytelling and brand messaging services that help BIPOC + women-owned businesses and creatives use the power of their words and storytelling to better strategically and meaningfully connect with their target audience so that together we can all have a more positive impact on people, planet, and culture.
Justine Wentzell-Chang is an Eldest Daughter of Immigrants, Mother, Activist, and brand storyteller/copywriter for phenomenal BIPOC + woman-owned businesses on a mission to change the status quo, create culture change, or save the planet! With a law degree, over a decade of experience writing & making movies that sell globally, an impactful book filling readers with “A Pocket Full of Dreams,” and a handful of songs written for indie films, she is here to help you use the power of storytelling to grow your community, turn them into devoted superfans, and click the “yes” button. Justine created Red Balloon Station, because for too long someone else has been inaccurately writing our stories. It’s time to direct our own narratives so that together we can create a culture of empathy, equity, and positivity.
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