For one moment, these words are not words written on a page. For one moment, these words are stars peppering the universe. And only for you.
Because they’re stars of hope, longing, desire.
They’re stars of need, lust, and greed.
They’re the stars of every emotion wrapped inside your heart.
And they’re breathed into existence for this single reason: Action.
But so often, copy falls short of emotion. It’s written all dry and crumbly like overdone toast, as though its creator was afraid of being “too” expressive. And he/she might have been. The writer might have been afraid to stand before the demons of the shadow and look into the souls of the readers.
Because among the demons are where their deepest emotions have taken root and in order to pull those feelings safely out, they have to be willing to see the darkness and all its wondrous glory.
Those demons will fight hard against you when you write, but if you let them win, you’ve lost the reader and the action.
How to fight the shadows to pull out emotion-driven action every time:
Know thyself. Yep. You saw it again. Know all your own whys. Know your product or service and all its glorious capabilities to change the lives of the buyers and to help them overcome those pesky dark overlords of their souls.
Because this copy, this art, is created to speak to the whys behind your motivation, as well as the following, so don’t be afraid to use all the colors of your own soul in your body of work.
Know the victims. Know the victims whom you’re trying to save. Know their whys and wherefores.
Understand that her need to drive an X Class is driven by a childhood wrought in poverty, her need to know she’s finally left that behind, the desperation and longing to be “free” from the reasons she could never have designer clothes when she was younger. And not driven by vanity.
When you know what your service means to the deepest parts of those you’re saving, you can express it completely and fully with the smallest detailed strokes of the bristles.
Understand the flow of the pieces you’re writing.
About page copy laden with “I”, “I’, “I’ expresses so much more than your story. It expresses the writer’s ego. And ego, my friend, rarely wins hearts.
Home Pages that are long and wordy...rambly??...don’t lead to the next phase of the sonata, the About. So keep your copy concise, clear, and dancing on the backs of the clever. And know how each page of your play is read, so you can write to those strengths.
Don’t be afraid of the dark. Many want to keep their bodies of work light and airy fairy, but the true change comes when you face the shadows of the forest of the soul. That’s when you pull their deepest fear to light to banish it from existence.
Create brush strokes on the canvas of your copy that the reader becomes absolutely mesmerized with and they’ll read all the way to the bottom (happily), on your emotional roller coaster, and breathe a sigh of relief when they get to release that anxiety and pain in pushing the button to book or buy.
Understand that some scenes are better left on the cutting room floor.
When you create the scene and the art around your product/service, you’re going to get carried away at the magnificence of your own piece that you’re going to find yourself adding scene after scene to the script.
But beware. Too much is never a good thing when it comes to copy. Consumers of your art will shun long, arduous attempts to create a picture that isn’t on-point. So let yourself fall into the flow, but then, allow the extra to be cut away without creator’s remorse.
You see, copy is an art. It’s not a stringing together of words without meaning. They are meant to drive an action and what better way to get a reader to do that than by putting your entire soul into what you create for them?
Don’t get lost in the message. Get lost in the art of the message.