Right now I’m playing through a videogame called Mass Effect 2. And one of the most brilliant copywriting nuggets fell straight from it, right into my lap.
You see, in Mass Effect 2 you’re trying to save the whole Milky Way Galaxy ( where we live ) from an immortal race of sentient space robots. Collectively, the whole galaxy is a massive population of trillions from all alien civilisations.
One of the characters, Mordin wasn’t comfortable thinking he was trying to save all of these people…
To him, trying to save everyone makes the whole fight vague and impossible to relate to.
So instead, he just thought of his young teenage nephew on one of the alien planets. And after a brief phone call with him…
He decided how whatever he did… it wasn’t to save the universe. But to save his nephew.
This gave him such intense focus, he became nearly unstoppable on the battlefield.
The same mindset is crucial when it comes to writing copy and marketing.
Your market is composed of thousands… if not millions of different individuals. Each one from a different background.
Trying to think of yourself standing on a stage selling your product to everyone in your target market, at the exact same time… takes away the “personal” feel of the pitch.
It’s best to take the core traits of your target market. And boil them down to one, or maybe two imaginary “Avatars”.
Then picture yourself sitting on a table right opposite one of these avatars. And delivering your pitch in an honest conversation.
It makes the whole delivery more intimate.
The emotional involvement in your pitch, and the level of focus will make a massive difference in your selling power.
Heck… even I do this.
I actually pretend I’m sitting opposite an old friend of mine with a beer in my hand. On an old table, explaining everything I write whenever I craft these posts…
That’s pretty much the reason why they fell so personal.
And last but not least, if you want me to sit down with your idea customer. And sell them your product with an emotionally focused drive, then hit me up over at:
And let’s get personal with your market.
Till the next wave of madness…