Blog and Ideas
September 15, 2017
By Luis Estrada

Not Exchanging Gold for Trinkets

The challenge of professional advertising language

Not Exchanging Gold for Trinkets

Social networks are witness to the fact that a user gives greater credibility to the opinion of an unknown third party, than to what a brand itself says in its own advertising. For a long time, we have been bombarded with so-called unequaled offers and opportunities that are going to change our lives. This has been going on for so long now, that it’s gotten to the point where we have stopped believing in what brands themselves have to say about their products and services. This mean that creating a language that advertises effectively while remaining professional has become a huge challenge for any company.

Even though I have worked with words all my life, even during my recent positioning as a web editor for Mijo! Brands, I continue to face this challenge. I come from the world of journalism, where impartiality is key, and having to remain judgment-free has provided me with valuable experience of finding the right means to convey a message.

Of course, a brand needs to use its attributes to describe its advantages, but to be able to effectively combine moderation and consistency, as well as make the copy speak personally to the consumer while resisting brain analysis, is a task that requires several stages of work.

While we are adding attractive qualities, doing our best to speak personally to those who are receiving our messages all while leaving them with a positive feeling about the brand, we have to remain analytical. We need to avoid falling into the hole where our consumer believes we are trying to exchange gold for trinkets.

Within an agency with a high level of professionalism such as Mijo! Brands, the phases and processes for this kind of work consist of the definition of tone of voice, the definition of concepts we want to relate to a product or service, selection of imagery, and the definition of values we want to evoke in the audience. All of these phases are under constant adjustment by an interdisciplinary team with important experience that continues to build day by day.

At Mijo! Brands, we see each new customer as an opportunity to apply our skills, but at the same time we are always brainstorming about the best way to convey the message a brand in a clear, concise, and attractive way. 

Luis Estrada is Web Editor at Mijo! Brands, a leading creative digital marketing agency with offices in CDMX and Puerto Vallarta. Visit us at or contact us here.


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