Art of the bespoke content

As far as I know, Cesare Attolini did not invent bespoke. It existed long before fancy stitchers adopted it.

In fact, bespoke (“custom-made,” “made-to-order,” as opposed to “ready-made”) originated in 16th century Britain.

Bespoke is preceded by the much older bespeak (c. the 1580s). The latter means “spoken for, to speak with beforehand, request favor.”

Content that is spoken for is much more specific. The more specific you can get, the greater your chance of resonating.

Handcrafted content with a real person in mind gives us a chance to resonate with our audience. It sure beats mass marketing.