Have you seen Homeland? It’s our current series of choice, and it’s superb.
Claire Danes plays a CIA agent trying to thwart an American prisoner of war, who, after eight years of captivity in Iraq, returns home as a terrorist.
It’s fast-paced, nail-biting stuff, but what I love most about it is Danes’ character, Carrie Mathison.
She’s an excellent agent – instinctive and devoted. She lives and breathes her work, it’s literally her whole life.
She’s also bipolar, and horribly vulnerable. You can see these hugely personal struggles with loneliness and sadness etched on her face in almost every episode.
That’s what draws me in the most – seeing her battle with her illness and emotions, and willing her to be okay. Because even though she’s a skilled, trained professional, she’s so very human. She’s ruled by her feelings at every turn, and it gets her into trouble. It almost ruins her career.
You see her flaws, and you love her all the more for it.
It’s like when someone opens up to you about something they’re going through – you appreciate them reaching out. You connect with their pain, and it unlocks warmth inside you.
You want to help them.
That kind of bonding is exactly what you want your marketing to evoke. Now, I’m not saying you should bear all your innermost secrets to the world, but I am saying it’s okay to share some things that make you feel vulnerable.
Because those are the things that elicit feeling, and it’s powerful stuff. That’s what makes people remember you.
So when it comes to writing your marketing copy, don’t be scared to open up. The more human you are, the more loyal your customers will be.
P.S. If you feel too uncomfortable writing open, emotional copy, then hire a professional to do it for you.