While it's true that copywriting should largely hook your prospects with an important idea and bring them into your letter right away, sharing your defining moments in your copy can really create intimacy with your prospect. Your prospect has most likely felt sold to so many times that they numb out many marketing messages these days. Truth is, they are looking for that connection, but everyone is just so busy promoting stuff that the personal message gets lost!
And yet, there's a fine line between sharing too much of your story and focusing on what your prospect needs and wants. This is why it's important to think strategically as a copywriter and incorporate "defining moments" and not just any "story." Here are some guidelines to help you use your "story" as part of your copy.
1. Use Defining Moments to Solidify Strength
Years ago, I was trying to figure out the main message of my brand new site Giving Voice to Your Story that you're reading now with a coach. I thought about the connection between life lessons and stories. When we undergo a difficult experience when we're practically pushed out of our comfort zone, we often are able to look back and tell the story. We become stronger over time, but we don't often stop and string our moments of strength together. We are proof that we are stronger than we think we are and we need to proof this point in our copy when we connect with our prospect.
2. Defining Moments Build Evidence for Your Prospect
In the copywriting world, we call these defining moments evidence. Your story gives your prospect a reason that by understanding the reason, they can then focus on the outcome. For example, if my target niche is writers who are constantly experiencing self-doubt and anxiety about the publishing process, I could share with them a number of stories to show how I was able to move through those blocks by focusing on a defining moment of writing and blogging my memoir. Memoir writing is the most vulnerable kind of writing that encapsulates a string of defining moments that can really create intimacy.
3. Express Defining Moments in Your Copy
Many experienced copywriters will have differing opinions as to where to place the defining moments. Some say at the beginning as a hook while others say once that hook is established.
Another thing to consider is the use of the personal "I", which should be used just enough to make the point behind your story so your prospect can see him/herself in your story.
At the end of the day, you want your defining moment or story to position you as the copywriter. What solution do you have for your prospect? What product or service can help him/her? When you know your prospect thoroughly, then it will be easier to find the right story that will strategically position and brand you.
For us copywriters, our gifts are there for a reason. Let's use them to build that heartfelt connection with our prospect!