Many parts of Europe are entering lockdown these days. Since I do not like being locked down, I am running in hope of avoiding the avalanche.
And so yesterday, I found myself in a local rent-a-car office. The city I was in had entered lockdown, including for travel. But other parts of the country were still open. So I wanted to rent a car.
“To do what?” asked the rent-a-car clerk, barely looking up from his laptop.
“To leave the city,” I answered.
He snorted and went back to looking at his computer screen. “Not possible.” The subtext was that I was stupid even for asking.
And yet, I managed to rent a car today, after asking at two other places. And as I was driving my tiny Citroen and heading towards freedom, I passed by the first rent-a-car office, the one with the “To do what” clerk.
For a moment, I thought about pulling over, popping into the office, and dangling my Citroen keys in his face. “Not possible, huh?” I imagined him looking at me sourly from behind his laptop, with nothing to say.
Petty, I know. But it’s human nature. And that’s what I want to tell you about.
You might have heard already that one dimension you can add to your copy is to is to bring in an audience.
Usually, that means saying something like, “Imagine the excited crowd of pretty girls pushing past each other for the chance to see you drive down the street in your tiny Citroen.”
But an audience can be more specific, and more negative. Because we all have a relative, a frenemy, or just a rent-a-car clerk who scoffed at us once.
If your product can help wipe the condescending smirk off that person’s face — well, then you should say so. For example:
Imagine that first copywriting blowout you got. Maybe it was your first client… or a bit later on… when somebody told you, “This is beneath my standards. I refuse to pay for this.”
Well, imagine that person, and their face, when they see you a successful, in-demand, persuasive copywriting genius.
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