This morning I’m in a coffee shop writing to you. Fancied a change of scenery.
About five minutes ago, as I sat down, the classic house track The Man With The Red Face came on. It’s by a DJ called Laurent Garnier, and IT. IS. A. TUNE.
I have to say, I’m a bit surprised. This place isn’t exactly a raver’s paradise. Plus, it’s a Tuesday morning, so it all seems a bit wrong.
But at the same time, I’m delighted. This coffee shop’s just gone way up in my estimation.
Because this song is amazing. It’s legendary. It was the song of my 20s, and it gives me goosebumps every time I hear it.
Clubs, bars, and long tube journeys have been vastly improved by hearing this awesome track over the past 15 years. But the main memory which always comes flooding back to me in a huge wave of nostalgia, is one night during my six month season in Ibiza back in 2004.
My friends had found an abandoned little cove for a party. So it was affectionately labelled ‘Rave in a Cave.’
It was in the middle of nowhere, and you could only get there by trekking for half an hour down some narrow stone ‘steps’ (I use the term loosely), and inside the rock, almost to sea level.
There, by beautiful accident, was the most perfect platform for a natural dance floor. Chunks of flat rock obliged as chairs when you wanted to rest your weary feet. But the best part was that this little stage was surrounded by rock overhead, which created a mind-blowing circular view of the sea. It’s the stuff postcards are made of.
The Man With the Red Face was playing when the sun came up, And every time I hear it, I’m back there. Everyone stopped dancing and we stood there together, watching as the sun rose.
Everyone was just appreciating the spectacle and committing the moment to memory.
It sounds hippy or whatever, but it really was very special.
I don’t go out as often as I used to, but those beats never lose their potency. And every time I hear them, I get the same pangs of emotion.
I mention this to you because the power of nostalgia never fails to surprise me. You could be doing something perfectly normal, but when something triggers those feelings, they flood your senses.
Emotions play a massive part in our everyday lives, even when you don’t think they are.
Every single buying decision we make it made on emotion first, and logic second. We’ll back up our first instincts with whatever common sense we can muster.
Bottom line is: if you want to sell something, you need to work with a copywriter who understands this. Someone who can write to appeal to your customers’ emotions.
Luckily, I wrote a report on how to find someone who can do exactly that.
P.S. If you want to hear the song, it’s here. Plug yourself in, turn the volume up, and enjoy…