There’s a big beefy book I have which transforms a single picture into a bigger story.
(This book will relate to your business product/service soon enough.)
It’s called 1001 Photographs You Must See Before You Die.
It’s full of photos deemed ‘significant’. Some capture moments of history, some are landmarks of photography itself.
And the book is a great example of a picture NOT being worth a thousand words.
Honestly, some pictures I would glance at, but never think about again.
But then I’m caught by something else.
A paragraph or three accompanies each picture.
And THAT captures me.
The STORY of each picture.
The story can COMPLETELY change how I see each picture, its context, and what I get from it.
For example, one photo caught my attention, but I didn’t understand it.
In the photo, a black man in uniform plays accordion while tears stream from his eyes.
Behind him are the glum faces of white people. Some who watch him play.
I had no idea what that picture was about.
Then I read the description. Ed Clark took that photo at Franklin D Roosevelt’s funeral.
The book text mentions:
“The photograph can be read as a symbol of the great popularity FDR enjoyed with black voters, the results of his pursuit of socially progressive policies throughout his four terms as president.”
That description fired off my imagination. The photograph burned itself into my brain.
I’m not American, I’m not deeply familiar with American history. So that photo and description served as an intriguing illuminator. About FDR, as well as the political climate of the time.
I’ll now remember that photo for a long time to come.
Good copy does the same for your own business.
It gives your product or service a story.
One that sinks deep into your prospect’s mind.
That book is a great crash course on mixing the right words with the right product.
And how the right words can completely transform something weird, wonderful, poignant, or even ordinary…
… into a much grander story.
As a musician, that’s what I prefer to do.
The words I connect to the music can transform emotions. Words can elevate them into a story.
For your own business, the story you craft can help the customer improve their life…
… and decide to buy from you.
That’s why customer research is so important to me.
Knowing your customer’s story and emotions is key to making your own business part of that story.
And helps you become the hero of that story.
That’s why I love copywriting so much.
It’s a chance to reach out to someone and improve their story, through what your business offers.
All by getting to know them better.
As for HOW to do that customer research…
… that’s a topic for another time 😛