When you look back on your life, your memory is marked with a staccato of certain occasions.
- Watching my comfort blanket go round and round in the washing machine, pining for it to come out. I must have been about 2
- Having an argument with my sister and both of us belting the other. She won
- Being lost for hours in imaginary worlds, usually surrounded my pony castle, doll’s house, and various creatures I’d made with plasticine and buttons
- Getting my first ballet trophy, labelled “Most Promising Newcomer”
- Getting my A-level results, which didn’t go to plan. Bunking off comes at a price
- My dad quietly crying with happiness when I got my first-class degree
- And recent memories, of course, like my wedding day and getting the keys to our house
But think how many days and hours have gone past that you don’t remember. You can if you screw your eyes shut and think really hard. But you can only easily recall the things that mean something to you.
Love, fear, anger, disappointment, pride. These kinds of emotions seal a memory. As soon as a thought is meaningful, it’s relevant.
This is something you need to keep in mind when you’re writing about your product or service. It’s no use simply telling someone what your product does – features without context mean nothing.
But feelings inspire people to remember – and to act.
Take Netflix, for example. Its features include access to hundreds of movies, dramas, documentaries etc. But what that actually means is the bliss of countless nights of escapism.
You can see yourself sitting in, being cosy and watching something great after a hard day. It means the convenience of never having to hire a DVD or plan what to watch. It means access to thousands of different worlds, and always being able to find something to suit your mood. It’s constant access to the right audiovisual company.
The crux of it is pulling out the benefits that push your audience’s buttons. What do they really care about? Which emotion would inspire them to act?
It’s all about self-interest. Think carefully about what’s in it for them. How’s it going to make their life better, easier, happier?
Still not sure? Then read my free report on how to find a copywriter who can do it for you.
P.S. As Theodore Levitt once said: people don’t buy quarter-inch drill bits. They buy quarter-inch holes so they can hang pictures of their children.