Watch this video.
Right now. Before you do anything else. And preferably with a small furry animal alongside you. (Or a vodka. Equally comforting, and less smelly.)
There is so much we can take from that video, but most importantly:
- Only by putting yourself into someone else's shoes, can you empathize, and ultimately say the things they need to hear in order to help them choose you instead of someone else. For example, if you're a weight loss coach, you might think that your clients want to lose weight. (Naturally.) So in your copy, you might write, “Want to lose weight?” (Just like your competitors will.) But in reality, while those people want to lose weight, what they really want is to stop feeling like everyone is secretly watching their thighs jiggle with every step they take in their too-tight shorts. What they really want is to have sex without having to contort themselves into just the right position so their stomach doesn't hang. What they really want is to feel on par with (and just as fashion savvy and creative as) other women gliding by in their mint-colored skinny jeans. What they really want is to feel like they're normal. And those are the thoughts that are plaguing the insides of their skulls every single day. So use those thoughts to write your copy, and you'll find that all the sudden your target market's going to be begging you for your availability. Because, suddenly, you're the only one who gets them.–
- The best promotional tools–whether it's a video like this one, a commercial on TV, an ad for a service, or even a simple product description–don't talk about what they do. They make you feel. Because the feelings you just felt when you watched that are going to stick with you far longer than the feelings you'd get if this video had a check list of the top 3 reasons their hospital is the best in the area for, say, treating cancer. And when you've got no choice but to stick out in a sea of sameness? Unforgettable isn't a luxury–it's a MUST.
- Don't be an asshole. You never know what someone else might be going through. And you never know when your smile could, just maybe, change everything.
Want other great examples of this?
And then whisper sweet nothings in my ear forevermore because all of those MADE YOUR DAY and you have no idea what you'd do without a blog called The Middle Finger Project in your inbox. (I frankly don't know what I'd do if I couldn't write it.)
(Maybe ski. I'd probably learn to ski.)
(No I wouldn't.)