Writing For Auto Industry

Sustainability Reporting Cheat Sheet 🌍 Effective sustainability reporting requires clarity, structure, and alignment with globally recognized standards. This cheat sheet offers a practical overview of best practices to strengthen ESG disclosures and meet evolving stakeholder expectations. Start by selecting the appropriate reporting frameworks. Align with recognized standards such as GRI, ISSB, SASB, CDP, and TCFD. Clearly document why each framework is used and ensure alignment with regulatory requirements including CSRD guidelines. Materiality assessments should be periodic and methodologically sound. Use diverse stakeholder engagement methods such as interviews, surveys, and workshops. Clearly explain how stakeholder input informs both strategy and reporting decisions. ESG goals and targets must be science-based, measurable, and time bound. Present historical data, disclose methodologies, and track progress regularly to ensure transparency and accountability in performance management. Robust data management is foundational. Establish systems for data collection, define roles and responsibilities, and ensure consistency of metrics year over year. Third party assurance can add credibility to reported data. Governance structures must support sustainability efforts. Describe how ESG oversight is embedded into board and management roles, decision making processes, and enterprise risk management. Link executive incentives to ESG outcomes when applicable. Climate disclosure should include Scope 1, 2, and 3 emissions, scenario analysis, transition plans, and risk assessments. Ensure alignment with TCFD recommendations to meet investor expectations and regulatory pressures. The supply chain requires clear ESG integration. Report supplier selection criteria, assessments, and traceability practices. Share data on improvements and strategic collaborations to address key supply chain risks. Effective reporting is clear, factual, and accessible. Define reporting boundaries, use consistent terminology, and ensure readers can easily navigate the content across digital platforms. Clarity and comparability are key. #sustainability #sustainable #esg #business

Most brands spend lacs pushing products on social media. We spent ₹0 on and focused on this type of content to grow 10X faster. Here's the shift that changed everything: Most brands fail at social media because they focus too much on selling. Their feeds are: - endless product catalogs - discount announcements - and sales pitches. That's why audience growth stays stagnant and selfish content becomes the norm. To flip the script, you have to stop selling continuously and start gaining people's trust. When we created a strategy with 80% focus on audience-centric content and 20% promotion, everything changed. - Engagement tripled - DMs flooded with queries - and sales grew organically The blueprint that works for brands is as follows: - Answer audience's questions, break myths, misconceptions, and more - Create how-to content that makes your audience trust your knowledge - Share behind-the-scenes that makes others feel like a community - Turn product features into relatable content for everyone Simply put, we must shift the focus from the product to the people and make them the hero of your brand. As a result, you can have a growing community of engaged individuals who trust you and your products. Your social media isn't your shopping catalog. Make it your classroom, your stage, your way to make a difference. 💭 Are you making selfish content or selfless? #socialmedia #brands #strategy

A high-quality #Sustainability report is one that adheres to recognized #standards, enhancing comparability across companies. It should clearly define its scope, covering operational activities or the entire #valuechain, and specify the standards followed, including any external #assurance. Crucially, it should articulate the reasons behind the selection of #material issues for reporting, how the company is managing these issues, and its performance over time. This approach demonstrates commitment and provides insight into the company's progress and areas for improvement. Additionally, including performance relative to set targets offers valuable insight into whether the company is on course to meet its objectives. Releasing sustainability reports in tandem with #financial statements, reflecting the same reporting period, underscores the interconnectedness of financial and #ESG performance, offering a comprehensive view of the company's overall health and strategic direction.

Headline chasing is a common sponsor mistake in motorsports. They blow their budget on massive PR pushes, only to see it fizzle out by Monday morning. Instead, take charge of your story by speaking directly to your audience. Whether it’s a behind-the-scenes look at how your team collaborates or a data-driven breakdown of your sponsorship strategy, consistent content keeps you on your fans’ & peers radar long after the race is done. 1/ Headlines Fade, Trust Lasts Media coverage is temporary. You need ongoing engagement to remain relevant after race weekend. 2/ Control the Narrative If you rely solely on third-party outlets, you’re handing off your story to someone else. Instead, publish thought leadership on platforms like LinkedIn to shape a consistent message aligned with your brand values. 3/ Showcase Expertise Over Publicity Instead of boasting, speak on the real problems your audience faces. Offer case studies, behind-the-scenes know-how, and lessons from the track to build genuine credibility. 4/ Transparency Drives Engagement Most see through fluff. Provide meaningful, insider content, like innovative sponsor activations and community-building initiatives. To connect on a deeper level. 5/ Maximize ROI with First-Party Data Press releases don’t give you actionable insights on who’s reading or caring. Direct content lets you capture data, refine strategies, and stay ahead of the curve. 6/ Sustainable Conversations Over One-Off Coverage A big headline might excite people for a day but thought leadership keeps them interested and turns casual fans into long-term advocates. When you share real content, you create a narrative peers & professionals can’t resist. And when you consistently deliver value, they keep coming back.

What does a 𝗴𝗼𝗼𝗱 sustainability report look like? I’ve just read McLaren Racing’s 2024 Sustainability Report and it ticks many of the boxes that investors, regulators and—yes—fans now expect: 🔍 Clarity in carbon – the first pages spell out the organisational and time boundaries and even the rules for recalculating baselines. No guessing games. 🛡️ Third-party trust signals – annual greenhouse-gas data assured to ISO 14064-1 and net-zero targets validated by the Science Based Targets initiative. 🧮 Show your working – detailed appendices reveal exactly how emissions and a pioneering circularity metric were calculated, along with data gaps and next steps. 📈 Balance over bragging – an 8.6 % emissions cut is celebrated, but the narrative also explains where numbers rose and why. That honesty builds credibility. 🌍 People + Planet lens – emissions tables sit alongside diversity stats and wellbeing case studies, reflecting the double-materiality approach regulators now favour. Whether you’re drafting your first ESG disclosure or refining a seasoned report, McLaren’s latest release is a handy blueprint: clear boundaries, independent validation, transparent methods and balanced storytelling. Sustainability reporting done right lets performance data do the talking—loud enough for the pit lane and the boardroom alike. Well done to the McLaren team! #Sustainability #ESG #Reporting #McLarenRacing #MyCarbon

The inbox is a battlefield. Your email’s enemy? The ‘Delete’ button. Between promotions, spam, and auto-blasted sales pitches, your email has seconds—seconds—to stand out and survive. So how do you write an email that doesn’t get sent to the trash right away? You make it personal and valuable. Here are 5 battle-tested tips to craft personalized, high-converting outreach emails: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲𝗶𝗿 𝘀𝘁𝗼𝗿𝘆, 𝗻𝗼𝘁 𝘆𝗼𝘂𝗿𝘀. Ditch the “Hi, my name is…” opener. Show them you’ve done your homework. → “I saw your recent post about [specific topic]—your perspective on [insight] really stood out.” Lead with them, and they’ll be more inclined to care about you. 𝗕𝗲 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝘃𝗮𝗹𝘂𝗲. Generic promises like “We’ll save you time and money” won’t cut it. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝘁𝗵𝗲𝗶𝗿 𝘂𝗻𝗶𝗾𝘂𝗲 𝗻𝗲𝗲𝗱𝘀: → “I noticed [pain point]. We helped [similar company] achieve [specific result]. Here’s how we can help you too.” 𝗞𝗲𝗲𝗽 𝗶𝘁 𝘀𝗵𝗼𝗿𝘁 𝗮𝗻𝗱 𝘀𝗸𝗶𝗺𝗺𝗮𝗯𝗹𝗲. Your email isn’t a novel. Busy people don’t have time to read paragraphs. → Use short sentences. → Break up text. → End with a clear ask (no more than one action). 𝗦𝗼𝘂𝗻𝗱 𝗵𝘂𝗺𝗮𝗻—𝗱𝗶𝘁𝗰𝗵 𝘁𝗵𝗲 𝗿𝗼𝗯𝗼𝘁 𝘁𝗼𝗻𝗲. If it reads like a template, it is a template. Write how you speak. 𝗕𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗮𝗻𝗱 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵𝗮𝗯𝗹𝗲: → “Hope this finds you well—saw your team’s new project, and I’m seriously impressed.” Make the ask easy to say “yes” to. Don’t overwhelm them with a big ask. 𝗦𝘁𝗮𝗿𝘁 𝘀𝗶𝗺𝗽𝗹𝗲: → “Do you have 15 minutes next week to explore this? I’ll make it worth your time.” Remember this: A great email isn’t about selling—it’s about starting a conversation. Show you understand their world, add value, and respect their time. --- Follow Michael Cleary 🏳️🌈 for more tips like this. ♻️ Share with someone who needs help with their emails #sales #emails #marketing

In a world where every car brand is battling for attention, how do you make your automotive content stand out and go viral? Creating content that truly resonates with motorsport and automotive fans requires more than just stunning visuals. It’s about crafting an experience that connects. Here’s what I have learned from producing viral automotive content: 1. Know Your Audience: Motorsport fans are deeply passionate and loyal. They want to feel the speed and precision of the cars they love. Your content should reflect that—bringing the excitement of racing and the unique identity of each brand to life. 2. Visual Storytelling: Every frame tells a story. Dynamic camera angles, sharp lighting, and attention to detail can highlight the essence of any car—whether it’s about speed, elegance, or innovation. 3. Blend Emotion with Action: It’s not just about the car. Tapping into emotional triggers like nostalgia or creating high-energy sequences with a sense of realism can turn a simple video into an unforgettable experience. 4. Timing is Everything: Posting when the conversation is already happening—whether it’s during an F1 race or right before a major car launch—can make all the difference. Aligning your content with key events will amplify its reach. To make your automotive content stand out, focus on telling stories that resonate emotionally, stay authentic to the brand, and always aim to engage your audience on a deeper level. What’s a recent automotive ad or video that caught your attention? Let’s talk in the comments. #3DAnimation #AutomotiveMarketing #ViralContent #Motorsport #CreativeStorytelling

Here’s the deal: most paid ads suck because they don’t tell a story. They shout “Buy now!” or “Limited time offer!” but forget the one thing that grabs attention and keeps it—emotion. People don’t buy products. They buy feelings. Here’s how to use storytelling to make your ads actually work: 1️⃣ Start with a relatable problem Make the viewer think, “That’s me!” Set the stage with a situation they know too well. 2️⃣ Introduce a hero (your customer, not you) Show how they overcame that problem. Your product? It’s the guide, not the star. 3️⃣ Trigger emotion Make them feel something—hope, relief, excitement. Emotion drives action, logic justifies it later. 4️⃣ End with transformation Show the before and after. Make the result crystal clear. Remember, a good story isn’t about features or benefits. It’s about making your audience see themselves in your ad. So next time you’re writing copy, skip the pushy CTA and craft a narrative instead. Your ROI will thank you.

I once got a Big 3 automotive brand to increase their spend 10x. Back when I was at Discovery, we had acquired a digital asset called HowStuffWorks. It was deep editorial content, built for search, with real authority in areas like science, automotive, and engineering. The brand was trying to figure out how to launch a new truck. Rather than just pitch the same old media spend, we looked at how people actually shop for trucks and realized something important: By the time someone walks into a dealership, they’ve already made most of their decision. The real influence happens before in articles, videos, and forums - when they’re researching what towing capacity is, or how torque works, or how turbochargers function. So we decided to try flipping the model. We partnered directly with the brand's team to identify everything a truck shopper might research. Then we built organic content around those topics that a buyer might be trying to understand before they purchase: Towing, Engines, Safety systems, Drivetrains. The brand didn’t force themselves into the story. They instead surrounded content where it would be natural for them to be present. It was a deep collaboration between their marketing team and our editorial creators. Any time we'd see spikes in data (how to pick the right towing capacity for example), we’d spin up new content in real time to meet it. Not ad copy, high-quality education focused content. It worked. What started as a couple hundred thousand dollar content buy grew into a seven figure/year relationship. Because we helped earn their authority in the conversation, their customers were already having. What's the takeaway? Successful brand partnerships with content creators have these characteristics: ◼️ Brand shares the buyer's journey so the creator best understands where and how to message ◼️ Brand works to be organically part of the messaging vs forcing a message ◼️ Real-time data is shared so that the content can be optimized in near real time ◼️ Teams are integrated for quarters at a time to ensure knowledge sharing and rapid iterations

"Should your ads be THIS crazy?" Science says yes 👇 The science of "Narrative Transportation" First, let me introduce you to Jennifer Escalas. Her research will change how you think about storytelling. I came across her advertising study in the Journal of Consumer Psychology called "Narrative Processing: Building Consumer Connections to Brands". During her time at Vanderbilt, she studied ads like this from Audi. Ads that required mental effort to "keep up" with the story. Ads that are not immediately obvious from the start. Her research CONSISTENTLY showed that when following a storyline requires cognitive work, viewers become MORE engaged. Not less. AKA... The more effort viewers put into understanding your story? The MORE involved they become with your brand. And with your product as a result. She calls this "narrative transportation" in her research. The degree that we get get drawn into a story. As narrative transportation increases, so do emotional responses. More transportation leads to more persuasion. 👀 The simplified version? Most people process life through stories. When we watch an ad with a clear narrative arc like someone overcoming a problem or chasing a goal, we subconsciously compare their story to our own story. That’s called narrative processing. If the brand plays a meaningful role in that story, we form what researchers call a Self Brand Connection, or SBC. Which makes us subconsciously think things like: "This product fits into how I see myself" "This is my kind of brand" "I like this brand" 📌 TLDR for you 1) Narrative structure activates narrative processing. 2) Narrative processing increases SBCs 3) SBC connection predicts brand preference and action AKA, loyalty and purchase intent So make sure your ad mix includes storytelling that takes some degree of mental load to follow. Because the more you can engage your consumers to follow your convoluted story and see themselves in it? The more likely you are to earn their SBCs Invest accordingly ✌️