You know how I'm always ranting on about making an emotional connection in your copy, your brand, your message and every single thing that you do?
And you're all, “What does that even mean, Ash?”
And I'm all, “Have you been paying attention?!”
And you're all, “I swear I have–but I still don't get it!”
At which point I roll up my jean cuffs, reveal an inappropriately high red heel for 10 o'clock in the morning, and proceed to shove this video into your arms.
The video below?
Is promoting Peru.
Most people in charge of promoting Peru would tell you about how inexpensive it is, how neat the deserts are, how nice the people are, and that you'll never know what a real poncho is until you go.
Except what they didn't count on is this: Nobody gives a damn.
They aren't going to go to Peru because they'll save $10 bucks and receive a warm smile and some braided alpaca hair as a peace offering; they're going to Peru because of how going to Peru is going to make them FEEL. How going to Peru will become a statement of WHO THEY ARE. And how going to Peru will reaffirm everything they want to THINK ABOUT THEMSELVES.
In other words, your copy, your brand, your message should never be about you.
It needs to be about them.
And how, precisely, your company's going to remind them of who they are, what they stand for, and make them feel more like the person/company/enterprise they aspire to be.
See what I mean.
And with everything you write, design and launch this year, remember this video–or I'll start throwing red high heels at your computer screen, and neither one of us will be happy about it.
Can't see the video? Click here.