Don’t Bore Us, Get To The Chorus
There’s a phrase you’ll hear tossed around by songwriters struggling through a co-writing session. “Don’t bore us, get to the chorus” usually elicits a chuckle or two, but it’s actually one of those casual-but-cardinal rules of commercial country songwriting.
It’s also good advice for any business owner in a competitive, chaotic marketplace. Replace the word “chorus” with the word “point,” and you get the point. In your marketing materials, on your website, even in conversation, beating around the bush is a bad idea.
What you do, who you do it for and what makes the way you do it unique and special – that’s your chorus. It should be expressed succinctly and repeatedly and positioned front and center, designed to hook and hold your target customer.
Of course, any good country song tells a story, and your unique story is more than likely at the heart of why you do what you do. Go ahead and tell that story, but you might want to relegate it to the verses, aka your “About” and “Meet The Team” pages.
The late, great songwriter Harlan Howard defined a great country song as “three chords and the truth.” In marketing as in music, simplicity and authenticity shine through and win every time. As you tell your story and build your brand, keep it real and make it short and sweet. You might just have a hit on your hands!