When I was a young lass I was in a constant battle with my emotions.
I always seemed to have too many feelings.
Anger at the establishment. (I didn’t want to say the Pledge of Allegiance, so they sent me to detention.)
Falling in love with a friend of friend and planning our future together…after a five minute conversation. (Or less.)
Sadness over my family.
I trained myself to control my feelings—or at the very least to hide them, and especially never ever to cry in front of others.
This didn’t always work out so well.
Fast forward to my twenties where I spent years in group therapy learning how to get it all out. Beating pillows with tennis rackets. Writing grief letters and then burning them. We practically got rewarded for crying. We were “getting it out.”
When I went to graduate school for a masters in writing, we were taught to find the emotion in the story. Show what’s at stake for the characters. What did they risk? How did that go for them? Were they rewarded? And most importantly, how did it feel?
Again, I was being rewarded for showing emotion. The more candidly I wrote about my feelings, the more people related and liked the work.
Emotions, it seemed, were not so bad after all.
As a copywriter and content marketer I’ve learned that emotions are the key to selling. The best way to connect with your audience is to tell a story that brings people through the journey of someone else—one that connects with the universal emotions that we all have.
These days no one wants a hard sell—at least not all the time.
Stories are the best way to connect with your audience. Let them see themselves through those on the hero’s quest in your stories. Reflect back to them their own victories, hopes, and dreams.
It’s never just a story for story’s sake when it comes to copy. It’s messaging. It’s angle. It’s strategy.
If you can do this, and do this well, you own the keys to the universe.
This is how you can sell something for a higher price than everyone else. My clients tend to be renegades online, selling more than everyone else through clear, gotta-have-it messaging.
One of my clients brought me on for an email marketing campaign. She had been writing all the copy herself, but didn’t have a strategy for the content, and wasn’t using stories to connect with the audience.
She had the goal of getting 40 people to join her program—a lofty target since previously she’d only sold 20. I wrote a series of emails that took people through the whole gamut of emotion: what the problem is costing them (emotionally and financially) and what’s possible once they heal. We did this by telling stories of what it was like then, and what’s it like now, for both her and past clients.
It turned out to work very, very well. 185 signed up for her program. She was able to make $36,445 vs. $7,880 like she’d originally crossed her fingers for. That was just the start of her funnel, and it just got better from there.
She launched another program a few months later that brought in $40,000+. That’s almost $80,000 in just the first quarter. Pretty snazzy!
This was a longer sequence of about 10 emails, but I’ve helped clients bank $15,000 just from three.
That’s why sharp messaging is like having the keys to the universe, my friend, keys to the universe.
And then you might just be crying tears of joy.