What "Hamilton" Can Teach Us About Copywriting

So, unless you've been living under a literal rock, you've heard of the juggernaut smash Broadway (and now off-Broadway) musical Hamilton. Even if you haven't been lucky enough to catch it in person, you've probably heard the songs, and maybe you've seen some of the numbers performed on awards shows or on YouTube. 

In case you don't know, or need a refresher, Hamilton is the story of the life of Alexander Hamilton. The creator of the musical, Lin-Manuel Miranda began formulating the idea while reading Ron Chernow's 832 page biography of the founding father while on vacation. I mean, who doesn't read massive political biographies while laying on the beach? But I digress...

If you've heard the story of Hamilton's life, it's easy to see how Miranda was inspired by it. However, telling the story almost entirely in hip-hop lyrics (while using language that's authentic to the 1700-1800's) is a bold move. 

But clearly, it worked.

Why did we turn out in droves and spend hundreds on tickets to see this story about a founding father? It was the unique voice that captivated us. It was unexpected, well done, and it was something we could relate to. 

I'm sure Chernow's biography was captivating as well. We know that it sparked something in Lin-Manuel Miranda when he read it. However, there's a reason one man's creation is a household name and the other's isn't as well known. We crave new perspectives, new voices, new ideas, and a big shot of personality in the things we consume. We live in a time where literally everything is at our fingertips, so we are naturally more discerning. This tendency isn't going to change anytime soon.

When you're writing content, or creating graphic design pieces for your business, or brainstorming new products, keep Hamilton in mind. By taking a completely different path, Lin-Manuel Miranda found incredible success. Not only that, the world became a richer place because of the art he created.

Whenever you are putting something new out into the world, ask yourself if it's saying something unique. If not, it may be time to rethink your strategy. Re-examine the things that make you or your brand stand out from the pack, and inject more of that "special sauce" into your work.

I beg you, don't be afraid of turning people off. I'd be willing to bet that many people warned Miranda that he would alienate the traditional musical audiences with this new performance style. And, undoubtedly, there were people who didn't care for it... but that's okay! Once you decide to be authentic to your unique voice, you'll find the clients and customers that get what you're doing and will be loyal to you because of it. 

In other words... don't throw away your shot!

Sorry, I couldn't resist.