Some people find it cruel when sales copy reminds people of their problems.
They don’t like the negativity.
I only half agree.
Done badly, it’s awful.
But done well…
… it’s inspiring.
Good copy transforms negative emotions into a story of hope. Into something productive, positive, exhilarating even.
I was reminded of this when I watched an episode of the long running British sci-fi series Doctor Who.
It’s called ‘Listen’.
*** Minor spoilers ***
In this episode, the titular Doctor gives these words of wisdom to a scared child:
“Let me tell you about scared. Your heart is beating so hard I can feel it through your hands. There’s so much blood and oxygen pumping through your brain it’s like rocket fuel.
Right now you could run faster and you can fight harder. You can jump higher than ever in your life and you are so alert it’s like you can slow down time.
What’s wrong with scared? Scared is a superpower! Your superpower! There is danger in this room. And guess what? It’s you!”
I love this.
It lines up with the mindset I choose to have.
It lines up with my readings of Stoic philosophy.
It lines up with my philosophy as a professional musician.
Emotions aren’t the end of the story.
They are the beginning.
As the Doctor demonstrates, it’s not about emotions being just good or bad. Positive or negative…
It’s how you interpret the emotions, what you do with them.
THAT’S what counts.
That’s what good copy does. It offers to transform your prospect’s emotions into a bigger story.
A story that drives them to action, improves their life, and those around them too.
Speaking of which: In Doctor Who, it turns out the Doctor was passing on wisdom HE got as a child.
I’ll end this post with the words said to him:
“I know you’re afraid. But being afraid is all right, because didn’t anyone ever tell you? Fear is a superpower.
Fear can make you faster, and cleverer and stronger and one day, you’re going to come back… and on that day, you’re going to be very afraid indeed.
But that’s OK. Because if you’re very wise and very strong, fear doesn’t have to make you cruel or cowardly.
Fear can make you kind.”