Reading about writing is sort of like eating about cooking.
They’re connected activities, but there’s a little more to it than tossing
ingredients together and pulling out a lasagna. There are steps to creating
First and foremost [and we can’t stress this enough] great
content begins with great input. A talented copywriter may be able to build and
expand on even small details, but give that same writer plenty of resources and
background and they can work wonders. At helium, we’ve gotten pretty
skilled at asking the right questions to gather the kind of insight that
inspires writers, and we also make it a point to keep clients engaged in
ongoing communication since sometimes ideas take time to mature.
Effective copywriting also has to consider style or tone.
That’s because the way something is said is often just as – if not more
– important than what is said. Very straight-laced, precise, almost
academic language appeals to a different audience than content that has a
humorous slant. Likewise, if there is an emotion an audience should feel when
reading content, the choice of words and the length and flow of content matter
One of the most challenging aspects of creating excellent
content is authenticity. There’s a big difference between a product that is
truly innovative and one that simply comes in a new color. It is why diamonds
are described as “exquisite” and rhinestones are simply “sparkly.” It can be
easy to get attached to a specific word, but that doesn’t mean it is the right
fit for every brand. When we create content for our clients we want them to be
the best versions of themselves, while still remaining true to what their
product, service, or offering actually is. In the long run, this closes more
sales by attracting the right kinds of customers and prospects in the first
Don’t get us wrong… we appreciate stock photography. A lot.
There is rarely a better resource out there for finishing jobs with limited
budgets or extremely tight turnarounds. The one thing stock photography cannot
deliver on its own is uniqueness. That’s because stock photography is designed
to depict iconic scenarios – business meetings, kids playing outside, romantic
dinner on the beach, and many other similar settings, events, or groups. So,
there is an unavoidable air of familiarity about them. That can be reassuring
or even useful at times. The same doesn’t hold true in luxury markets or in
other competitive industries like real estate or high-end travel and
hospitality. For those audiences, the idea of custom, one-of-a-kind,
never-before-seen imagery sets the tone for the exclusive offering or appeal of
one brand over another.
Photography is more than just a service we offer at helium
– it’s a passion. Many of us consider ourselves better-than-average amateur
photographers. Many of us have had formal photography training. All of us have
a deep appreciation for what it takes to look through a lens and capture an
image that conveys mood, moments, and meaning. Each photographer is different,
which means there’s a just-right photographer out there for every project. It
may be for a print project, web design, or even a strong Instagram following,
but custom photography has the power to elevate any good project to greatness.
To make sure we’re developing only the very best opportunities, we maintain
relationships with many top local photographers based out of South Florida and
the Northeast U.S. locations of helium. And we know how to “speak”
photographer to artists we haven’t met before, or who live and work elsewhere
in the world. Lighting, film or digital, fashion or landscape, artistic or
journalistic, we believe in a collaborative process that arrives at a clients’
vision and produces visual assets that are as distinct as a brand’s logo.