Here’s to a New Year
… and another chance for us to get it right. – Oprah Winfrey
If there is one thing that Oprah Winfrey has, it’s passion.
As a professional copywriter, I understand how important passion is when telling a product story in such a way that it touches hearts and emotions, as well as pocketbooks. If somehow or other I miss the impact of key benefits, how can I expect readers to get excited?
I Don’t. So Here’s What I Do.
I spend time talking to people who work for the company, and people who are already customers. I hear their stories about how (the product I’m writing about) has made their lives easier, better, perhaps more fulfilled. And I find myself getting excited. And I want to share their stories. And I do – through email, blog, website, or sales letters. And that passion is infectious and gets readers interested and willing, at least, to learn more.
Here is the point I want to make. You may not be a professional copywriter, but you are probably, in some way, trying to sell a product. Get excited! If you feel you might have become a little stale, then talk to your customers or employees. Let them inspire you.
Then tell your story with strength, humor, grace, and most of all passion.
If you don’t – who will?