As you may know, I live in Wisconsin and there has been significant political turmoil here the past few weeks.
I’m not going to go into the politics of it in this email, but I want to point out a couple of principles that are also pertinent to marketing and copywriting (from Neighbor Against Neighbor in Wisconsin in Books & Culture):
In 21st-century America, 70,000 people do not hit the streets in sub-freezing temperatures for political strategy. Policy does not motivate like that anymore. What does motivate is emotion: anger, joy, fear, loathing, celebration, and so on.
I’ve been a copywriter for almost four years and find I have to regularly remind myself and my clients that what matters most is how you make your clients and prospects feel. It might seem shallow, but providing how-to content and information, although important, isn’t fully motivating unless the emotions are also engaged.
From the article again:
…this conflict remains at heart a local story. It is about the culture of public spaces and public works in a quirky state. It is about who we are, and who we are becoming.
Most of us in Wisconsin feel part of this larger narrative and have felt compelled to spend some time at the capitol building or other venues to participate in the expression of this story. We sense this is history in the making and being part of it in some tangible way like that is important.
Your business has a story, too, and the more your clients and prospects can be a tangible part of it, even in small ways, such as through Facebook fan pages and writing a customer review of your product, the more they will trust you and become a repeat customer.
Emotions. Story. No good protest or marketing campaign can do without them.