Where have we been?
Well, Hayden’s been busy moving house and I’ve been sunning himself in warmer climes, but rest assured we'll be back with the pod next week - when Y-Fronts judging will take place. (If you haven't already get your entry in!)
So, today you'll have to make do with some written content rather than us warbling.
And I'd like to talk about the dark depths of people's lives.
Jolly, eh?
But this is important, as it's often forgotten in copy - especially if you're a positive person. And I find most copywriters are, even when times are tough.
Sure, you have your stresses and strains. But you also know an opportunity when you see one and are prepared to work hard to make your life better.
However, it’s not that way for most people.
They tend to have a more passive approach to life, which can cause much misery.
That can mean they’re stuck in dead-end 9-5 jobs, in relationships without love and support, and with old friends they don’t like any more.
They also have bad diets, bad habits and bad health.
And you must remember this when it comes to marketing, especially if you tend to look on the bright side of life. As it’s tempting to think that everybody else is like that.
It’s not. For many, life is glum and dark.
So, when it comes writing and selling to people, you need to acknowledge that. Don’t get me wrong, a bit of positivity is great – it can be inspirational. But you can’t always be Tigger...
Sometimes, you must meet them down in the depths – and sympathise with their plight – then offer some sort of salvation that’ll make their lives better.
See you soon.
- Martin