Have you ever seen olympic weightlifters in action? In order to get the bar up on their shoulders (or over their heads) they do what’s called the second pull. After the second pull, the weightlifter needs to drop down under the bar, lightning-fast, to get ready to stand up with the weight and complete the lift.
The quicker, more agile and more flexible the weightlifter, the faster he is able to drop under the bar after the second pull. Meaning he doesn’t have to pull as hard on the bar to get under it. Thus, he expends less effort. An elite weightlifter is a fine-tuned machine balancing strength and agility.
Light and dark. Positive and negative. Masculine and feminine. Polarity. Yin and yang describe how seemingly opposite or contrary forces may actually be complementary, interconnected, and interdependent in the natural world, and how they may give rise to each other as they interrelate to one another.
Your business is a dance of brand and copy. Your brand is your relationship with your customers. It’s what they say about you when you’re not in the room. Your copy are the words you say to ask them to buy what you have to offer. The stronger your brand, the less copy you need to sell – quality and quantity – and vice versa.
What is Advertising? You are trying to create such a strong brand the customer doesn’t even think of buying; it happens unconsciously.
Copy is the second pull. Branding is the drop under the bar. Copy is strength. Branding is agility.
Do you notice the little black circle in the white segment and the little white circle in the black segment? Yang has some manifestation of Yin and Yin has some manifestation of Yang. The polarity is interconnected and interdependent.
Branding doesn’t happen without some amount of copy, directly or indirectly. Copy doesn’t happen without some amount of branding, directly or indirectly.
A lot of people (even copywriters) are discomfited by the copy you need to write to sell at the most competitive level. That’s OK; go build a brand so unforgettable you never even have to ask for the sale. As long as you understand how much blood, sweat and tears that entails. Polarity is about choices, and holding yourself accountable for those choices.
So tell me… How will you use polarity in your own business?