Wednesday, December 21, 2011

Come Take A Ride With Me


I have to be quick today.

Lots of stuff on the agenda to take care of - not even sure if you'll get one of these posts tomorrow.

But let me get to it.

Today, I want to address something I just recently had an issue with.

Not personally, though. A fellow copywriter had a bit of trouble with a client.

Here's the gist of the scenario: my friend wanted to use a "hero's journey" in his copy.

However... the client didn't want the conventional hero's format. On the contrary, they wanted more of a 'deification' story.

There are several issues with this - and my friend's client is not the first.

The truth is that we all get carried away with hero's journeys. We want to portray the editor/client in the most positive light. As the true "best of the best."

Hell, the clients want that.

But doing so brings great risk.

The farther removed from the "everyman" you become, the less impact the journey has.

Let me put it bluntly: at every step of the hero's journey... from motivation to means of success... the reader MUST see themselves in place of the protagonist of the journey.

They don't read it like "I" as in your client. The brain tricks them. It says "I" and they think themselves.

They become the character. This becomes their story. Through it they live the experience vicariously.

Which is why you must tread carefully.

You cannot be inhuman. You cannot be far removed from the human experience, emotions, and trials.

Every film that has a superhuman being puts the superhuman being through very human experiences. Every film that has anthropomorphic creatures features them going through human experiences.

Think of why they have something as simple as love. Love is all too human and it can make even the wisest, most cunning men act like your average person.

They do this for a reason.

We have to relate. without relating, there is no connection. No connection, no rapport. No rapport, no trust. No trust, no action.

And there's only failure.

The hero's journey isn't meant to paint you as the expert. Or wise. Or super successful.

It is there to make your prospect feel that way.

Keep this in mind - it's absolutely ESSENTIAL.

Don't screw it up.

Over and Out,

Angel "Skinner" Suarez

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