When did you start using Grammarly? We all have picked it as an additional tool or resource as a writing app to fix minor errors here and there. When was the last time you used another writing app?
When I started using Grammarly, I never thought of it becoming a productivity or companion app. Let’s stick to calling it a companion app. I consider Grammarly the first writing app to break the concept into the mainstream culture. There was a time when teams used to ask internal and freelance professionals to use the app to fix silly errors. The idea was to keep the basics and not embarrass ourselves. Those were humble beginnings.
The grammar side of things kept improving without doing much. The participants kept becoming better without their knowledge. The improved sense of confidence sneaked in. They pinned it on their efforts. They, somehow, took the credit and bet it was their self-development drive. I have been using the app for almost every single day. It makes me feel to write. I have a confession: The Notion app makes me write like me. But that’s Notion. It is a productivity app that means one has ample resources and distractions come along with it. There is no comparison between Grammarly and Notion. Back to the discussion.
Secret tip: I write on Notion (when I have Notion in mind) and bring the content back on Grammarly to fix the tone, readability, and other impressive ways to stylize the content.
Let’s take another test.
Test A
Do you use Google Word? Or notepad. If the answer is no, and you use Grammarly for almost everything even when you are not concerned about the tone or grammar, then it means it helped you to get better at the task at hand. You’re becoming better, overall. That’s my experience with Grammarly. Am I getting too much into my personal journey with the app?
Grammarly’s TVCs offer a fair insight into how the brand aced the growth and evolution of human interest in writing apps. Check out their commercial from 7 years ago Write at the speed of life. Didn’t I say it?
The concept was simple. It expects people to write in their style and make a mark with it. The team launched another campaign a year later. They’re catching onto us. They analyzed. The campaign ‘Enhance your writing’ was a hit. It delivered a home run. It brought the message home.
Jump to the present, and the latest ad asks the viewers to write like a winner. The transition was complete. A winning campaign or brand strategy is to tell people how they’re using the product or how they can use it, and you turn them into brand strategists.