Why a single tweet can do more than 10 marketing campaigns
One tweet. Ten times the impact. Here’s how to make your audience pay attention.
At the click of a button, a tweet went live.
Within seconds, the numbers started climbing.
Hundreds of likes.
Thousands of retweets.
But this wasn’t just a ‘here today - gone tomorrow’ moment of online buzz - it was marketing gamble, that could’ve gone either way.
For years, this chain had been just another name in a crowded industry. Their marketing was safe, polished, and… FORGETTABLE. It wasn’t bad per se. Not too different from what their competitors were putting out, if we’re being honest. But it wasn’t good either.
Then, in 2017, they took a risk, probably not even realizing how risky it was in the moment. Instead of speaking at their audience with stiff, formal language, they started speaking to their audience in a way that resonated - raw, witty, and unapologetic.
Starting with one tweet.
After an internet troll threw out a cheap shot at one of their brand pillars, they fired back with a response that was sharp, clever, and completely unexpected. It was also unpredictable.
What if people didn’t get the joke? What if it came across as unprofessional? What if they alienated the very audience they were trying to reach?
But instead of backfiring, this single tweet became the foundation of the company’s brand new marketing strategy. From that day forward, they didn’t just talk to their audience. They provoked, they entertained, and they engaged like a friend who always knows just what to say.
What happened next wasn’t just growth - it was brand transformation.
Did you know that 90% of people say uniqueness is crucial when deciding which brands to follow?
Yet, the majority of businesses still shy away from revealing their true voice, hiding behind polished corporate jargon.
So, who was the chain behind this genius social media strategy? It was Wendy’s.
Yup, that’s right, the fast-food giant known for its square burgers and spicy nuggets. But they weren’t online slangin 4-for-4’s and $.99 frosty’s. They decided to use something even more powerful - their unique voice.
With this one tweet, Wendy’s transformed from a regular fast-food chain into a cultural phenomenon by doing something most of their competitors still shy away from - engaging with their audience like real people, instead of like a brand.
This is exactly what personal brand builders need to embrace as well, especially when building one on the side of your job. With your limited time, you need a way to stand out. A way to make your personal brand resonate with your ideal customer - quickly.
You’re not just selling a product or service; you’re building relationships.
So, like Wendy’s, you need to show up with a unique voice that feels like you, wherever your ideal customer encounters it. When you speak in your own unique voice, you don’t just attract customers - you build a following.
Wendy’s proved that when you stop trying to be “perfect” and start being real - cue the ‘Real World’ theme song 😂 - people engage with your brand on a deeper level. They don’t just want to buy your product or service - they want to connect with your message, your journey, and your energy.
If Wendy’s can do it with fast food, you certainly can do it with your own business, no matter how small it feels right now.
Here’s how to use my S.N.A.R.K. Framework to show up with your unique voice every time:
• S – Sass with a Purpose. Be sharp, but make sure your wit serves a real purpose - don’t just be snarky for the sake of it.
• N – Never Take Yourself Too Seriously. Humor is about showing vulnerability and being relatable.
• A – Aim for Boldness. Don’t shy away from taking risks with your tone. Being bold is what gets attention.
• R – Respond Like a Friend. Use humor as a tool to engage in a conversational, approachable way.
• K – Keep It Unexpected. Surprise your audience with humor or witty twists they didn’t see coming.
Why This Works
People don’t just buy your product or service, they buy you.
There’s a million other brands doing something like what your business is currently doing. So instead of trying to outshine them on features and benefits, give your ideal customer a reason to connect with your personality, your humor, and your values - making it more likely that they’ll also connect with your brand.
Your unique voice is a tool for attracting people who believe in what you’re doing - and want to support you along the way.
Here’s What You’ll Get Out of It
The confidence to create a brand voice that actually connects with your audience.
A step-by-step method for testing and refining your messaging without overcomplicating the process.
A clear strategy to stand out in any crowded market.
“The most memorable voices aren’t the loudest - they’re the ones that are felt the deepest.”
Your Turn
Think about your niche. What’s missing in your industry’s messaging that you could speak to? Take a moment to reflect on the gaps you see.
Now, with that in mind, think about how you can you show up more uniquely, letting your voice shine through in speaking to these gaps?
Then, this week, write one post, email, or message that closes a gap you identified in the first step - using a voice you’ve previously kept under wraps.
The more you lean into your unique voice, the more your audience will lean into you.
Prefer listening to reading sometimes? Want an extra layer?
Press play for the ‘Narrated Insights’:
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