How a shameful braggart helped me become a better copywriter!
I am ashamed to admit it, but when I was younger, I used to do what I am about to share with you a lot.
It wasn’t until I witnessed first-hand someone else doing it to an extreme degree that I stopped.
Let me explain.
In the past, whenever someone would tell me about something notable they’d done, if I’d had a similar experience I would jump in with an; ‘Oh yes, I’ve been there’ or ‘I’ve done that’.
I wasn’t intentionally raining on their parade. I just thought I was helping the conversation flow.
But in hindsight, I wasn’t.
I didn’t realise this until I witnessed a severe example in action.
A few years ago now a friend of mine had been saving up for an expensive exotic island holiday for at least a year.
During the 6 month countdown, she could barely contain her excitement, telling everyone at work about her trip.
Eventually, the day came, and off she went on her fantastic dream holiday.
When she returned to work, she was still radiant from her experience. It was honestly great to see her looking so resplendent and hearing all about her idyllic holiday.
That was until a colleague came along, who had also been to the same destination, and asked if she had visited a specific beauty spot.
When it turned out my friend hadn’t, the ill-mannered girl responded with:
‘Oh — well you wasted your trip then. Going all that way and not visiting the best place on the island!’.
And off she went.
Everyone was left speechless.
I felt the wind go out of my friend’s sails.
From that day on I have made an effort NEVER to do anything similar to anyone.
Now, even if I have a tale to tell, I won’t offer it up unless asked.
And it’s the same with my clients.
You see, its all about listening. I mean really actively listening so that you know exactly what it is that they need.
Not what you think they should need or want.
The great thing is, once you know, you can correctly address it with your service.
Let them tell their story in their words and from their perspective.
Learn something new.
What’s more, you’ll be able to use what you have learned effectively in your copy because you’ll be speaking in their language about the things that matter to them.
Just makes sense really.
There is a reason why we have two ears and only one mouth :-)
