The digital landscape is crowded. And now with AI on the scene, some companies are choosing to flood the internet with mediocre, AI-generated content.
So, how do you help your clients stand out?
One way is to infuse your content with literary allusions. Using allusions invites your audience to go on a journey, where every literary reference becomes a point of connection — an insider-only insight — that turns your client’s message into a captivating narrative.
Let’s open the book of creativity and explore how to use literary allusions to create compelling marketing masterpieces.
Getting in Touch With Literary Genres
To know what kinds of literary works to use in any given project, you’ll need two important pieces of information:
- What genres is your audience into?
- What are the timeless classics and current trends for those genres?
Finding out what genres are trendy with your audience can take a little detective work. So, don your Sherlock Holmes cap and get to sleuthing:
- Poke around to see what people in your audience are posting on social media. What are they reading? What movies come up? What TV shows are favorites? These can give you insights into the genres that will resonate best with your audience.
- Do a quick, fun survey. For example, if your client is in the pet industry, you could ask about their favorite literary dog. If you have a lot more Fang fans (Harry Potter) than you do Old Yeller fans, then fantasy references may play better than historical fiction nods.
- Peruse industry magazines to see what kinds of literary references they’re making.
Once you know what genres to use, discovering the classics and the current popular titles is easy — you’re just a quick Google search away.
Allusions for Target Audience and Cultural Resonance
Integrating literary allusions into digital content goes beyond just understanding the genres — you have to plunge down the rabbit hole and into the Wonderland of reader tastes and trends.
To navigate this exciting journey, you’ll need to find a guide or two — your own Cheshire Cat to point you in the right direction. Reading literary reviews and blogs of literary genres is a great place to start.
Here are some things to look for in blogs and reviews:
- Platforms like Amazon post bestseller lists, which can give insight into reader preferences. If you see a surge in dystopian fiction sales, for example, then you might weave those themes and references into your content.
- Analyze discussions, hashtags, and trends on social media platforms such as X (formerly Twitter), Instagram, and Goodreads to gain valuable insights into popular genres, themes, and authors among readers.
- Pore over online book clubs, such as Oprah’s or Reese Witherspoon’s reading groups, to get a feel for what resonates with readers and why.
If you discover there’s a surge in the popularity of mystery/thriller novels known for their intricate plot twists and suspenseful pacing, you might draw inspiration from these narratives to create digital content that unfolds like a gripping mystery.
Example: “At Willo Naturals, we invite you to get on board for a journey as captivating as a best-selling mystery novel. Follow along with our botanists, chemists, and dermatologists, as they uncover the surprising natural botanicals and reveal secret ratios behind our meticulously formulated skincare products. You never knew beauty and wellness could be such a gripping tale.”
Engaging with literary communities can help you to write copy that connects authentically with your audience.
Aligning Brand Message With Literary Selections
By selecting texts that resonate with a brand’s values and identity, you can effectively illuminate its core principles.
Imagine writing for a shoe company, a brand that embodies perseverance and determination — values that are reflected in Saroo Brierley’s Lion: A Long Way Home, as well as Paulo Coelho’s novel, The Alchemist. You might weave those references subtly into your ad copy.
Example: “Whether you’ve left your home in search of hidden treasure or you’re trying to find your way back — or anything in between — chasing your dreams is better in a good pair of shoes.”
Selecting popular literary works that align with the brand’s message deepens the target audience’s understanding and appreciation of the brand’s identity.
Seamlessly Weaving Enriching Allusions Through Exploration
To become an expert at seamlessly weaving literary allusions into your copy and content, start exploring more classics — both movies and books — as well as what’s topping the charts right now… especially those things that everyone seems to be talking about.
Even if you don’t have time to read full books, sample chapters from diverse genres to better understand the unique styles, themes, and nuances essential for incorporating relevant references into your work.
For instance, examining excerpts from adventure novels offers valuable insights into the immersive language and curiosity typical of the genre.
Example: “Ready for your next adventure? With REI as your guide, you can be like Huck Finn on the Mississippi… camping under the stars… trekking through the forests… kayaking on peaceful waters. Our expert guides and top-level gear make every excursion a one-of-a-kind experience. Journey with us into the wild unknown and make memories that will last a lifetime.”
Understanding how authors of adventure stories paint vivid pictures and create a sense of wonder can inform your stylistic choices in the brand’s content.
Cross Media Exploration
Expand your literary allusions beyond books by infusing your digital copy with cinematic and TV references, adding the same emotional depth as novels and expanding your audience reach.
If you’re writing for a vitamin company that wants to position its women’s multivitamin as an essential companion for women navigating their daily lives with strength and resilience, you could draw a parallel to a strong resilient female character in a popular show. A content piece about developing grace and confidence in the face of the unexpected might go something like this…
Do you ever feel like life isn’t going as planned?
It’s why so many people love the first episode of The Marvelous Mrs. Maisel. Life is falling apart, going decidedly not as planned… and what does Midge do? She laughs at it from the stage and opens the door to a new, unexpected opportunity that will change her life.
Now, that’s grace. That’s confidence. So, how do you develop those traits? Well, let’s take a closer look.
And then the article could continue to look at the things Midge does to develop confidence and grace… including good nutrition like that found in your client’s product.
By associating a product with a TV or movie character that possesses the same attributes the brand wants to instill in its target audience, you create a narrative that resonates.
Tracking Impact, Analyzing Data,
and Adapting Strategies
Here are things to monitor when integrating literary allusions into your digital copy:
- Track audience reception closely. See what works and what doesn’t, and then do more of what works.
- Analyze engagement metrics, like click-through rates and social interactions, to gauge the impact of references, adjusting your strategy based on their effectiveness.
- Tailor your content to maximize resonance, adapting references to align with diverse cultural landscapes.
- Ensure cultural sensitivity by adjusting references that may not resonate positively with specific demographics, fostering a global brand image that respects diversity.
Final Thoughts on Experimenting With Allusions
Crafting compelling digital copy enriched with diverse literary allusions lets you add layers of creativity to your work, making it stand out in a sea of ho-hum content.
By opening yourself to inspiration from classic literature, contemporary novels, or even film and television, you open the door to unique and enthralling storytelling.
This experimental approach enables you to stay ahead of trends, ensuring that your copy not only aligns with current cultural influences, but also anticipates and shapes emerging narratives in the ever-evolving digital-marketing landscape.
