Has this ever happened to you?
You sit down to the computer to write some marketing copy for your latest program or for your website and you are completely blank.
You look at the white screen and nothing shows up; not a word that sounds original or interesting.
When you finally write something, it reminds you of everything you’ve read in other places; not particularly compelling, not something you yourself would like to read.
You’re desperate, it feels hopeless and you begin to wonder if you are really any good at this. You begin to question if what you are offering is really worthwhile, and if feels awful.
I often come across smart, attractive websites or flyers, emails or posters that are marketing services that I might be interested in.
More often than not, I read the first couple of lines and then quickly move on to something else entirely.
It’s not that I’m so critical; it’s just that I have a limited attention span for stuff that does not really speak to me.
I don’t like reading the same old copy, making the same promises that, to be honest, I don’t really believe.
I suspect you are the same. So what do you do?
Well, let me tell you a story.
It was the end of a long, busy but incredibly exciting day. The project I was working on was finally coming to fruition. We had completed the presentation to our clients and they loved it!
After the meeting the whole team had gone out to celebrate, they had signed the contract and it was the perfect outcome for all the hard work we had put in over the last few months.
As I walked into my apartment I was tired but happy. My partner was sitting on the couch with a beer in hand. He looked suntanned and relaxed.
Earlier that day, he had told me that he was meeting up with an old girlfriend that he hadn’t seen in years. They were planning to go to the beach and then have dinner out. He was excited to see her.
He offered me a drink but I said I needed to take a shower, to change into something more comfortable.
Before I stepped into the shower, I caught a glimpse of myself in the mirror. My short haircut was beginning to grow out, I needed to get it cut! I noticed the dark shadow under my eyes, the last few months of hard work had taken its toll.
I threw my clothes onto the bed, barely noticing that the sheets were ruffled, I was sure I’d made the bed that morning.
It was when I reached for the shampoo that I noticed it.
…the long black hair on the shower floor.
Suddenly, I could barely breathe.
There are a few reasons that you are still reading this.
It might be that you love stories.
It could be that you have experienced a similar situation and can relate to it.
You may simply be curious as to what happened next.
Whatever the reason (and there are many, many more!), stories work.
A story turns dry theory into compelling copy; a story turns marketing into an experience that the reader wants to participate in.
A story allows you be present authentically and openly.
A story turns your vulnerability and humanity into connection and trust.
A story attracts clients to you.
So, you might want to know what happened. But I know you know! You’ve been there, you’ve faced this; you’ve made your choice.
What’s important is that it makes a pretty good story. And you’re still reading. Think about it!
So, next time you’re stuck on writing your copy, or trying to do any kind of marketing of yourself or your services, stop for a moment and tell a story.© Copyright 2012 Lisa Bloom