A smelly, squishy, slimy Poo story (with a copywriting point for increasing conversions)
So my 2 year old son Evan, who had been constipated for 2 days, poops the biggest crap I've seen. I mean, the diaper is overflowing with crap. It's smelly, squishy, and slimy.
To be honest, I was really impressed (and proud too).
So I told Evan, "Go show Grandpa your poo-poo", thinking he would walk over to Grandpa to show him the diaper overflowing with crap.
The next thing you know my Wife is screaming at me, "ADAM, GET OVER HERE NOW! LOOK WHAT YOUR SON JUST DID."
Well, my boy, understood what I said differently then I intended...
... Evan reached into his diaper, grabbed a handfull of *&^, and proudly showed it to Grandpa as he pasted his leg.
I started to crack up until the WIFE say I had to give Evan a bath and clean him all up.
And let me tell you (if you have kids I'm sure you'll relate), 2 days of poo is really gross. I can see dinner, lunch, and a tiny bit of breakfast in there...
... and that's when it dawned on me....
... this is a valuable copywriting lesson.
See, kids take things at face value.
So when I said, "Go show Grandpa your poo-poo", that exactly what he did, even though I meant something else.
And here's the important lesson....
What we say, what we mean, and how our target client understands it all CAN be very different.
For example, a lot of copywriters talk about their copy as an investment, which I think that is stupid!
Why?
Because as a tax accountant I've been seeing clients lose a big clunk of their wealth in the last 10 years in the stock market.
In other words, I see an investment as highly risky and probably not going to yield a good ROI. In fact, "investing" has a more chance of losing value than increasing.
So how can use the word "investment" without triggering the nightmare of the last 5 years?
Well, you'd probably have to talk to your clients AND ASK THEM!
Because if you ask the right questions, you'll get an authentic answer, which will likely increase your conversions.
Anyway, you never know what lessons you can discover when changing a smelly, squishy, and slimy crap filled diaper!
Adam
To be honest, I was really impressed (and proud too).
So I told Evan, "Go show Grandpa your poo-poo", thinking he would walk over to Grandpa to show him the diaper overflowing with crap.
The next thing you know my Wife is screaming at me, "ADAM, GET OVER HERE NOW! LOOK WHAT YOUR SON JUST DID."
Well, my boy, understood what I said differently then I intended...
... Evan reached into his diaper, grabbed a handfull of *&^, and proudly showed it to Grandpa as he pasted his leg.
I started to crack up until the WIFE say I had to give Evan a bath and clean him all up.
And let me tell you (if you have kids I'm sure you'll relate), 2 days of poo is really gross. I can see dinner, lunch, and a tiny bit of breakfast in there...
... and that's when it dawned on me....
Do Your Client "GET" your copy?
... this is a valuable copywriting lesson.
See, kids take things at face value.
So when I said, "Go show Grandpa your poo-poo", that exactly what he did, even though I meant something else.
And here's the important lesson....
What we say, what we mean, and how our target client understands it all CAN be very different.
For example, a lot of copywriters talk about their copy as an investment, which I think that is stupid!
Why?
Because as a tax accountant I've been seeing clients lose a big clunk of their wealth in the last 10 years in the stock market.
In other words, I see an investment as highly risky and probably not going to yield a good ROI. In fact, "investing" has a more chance of losing value than increasing.
So how can use the word "investment" without triggering the nightmare of the last 5 years?
Well, you'd probably have to talk to your clients AND ASK THEM!
Because if you ask the right questions, you'll get an authentic answer, which will likely increase your conversions.
Anyway, you never know what lessons you can discover when changing a smelly, squishy, and slimy crap filled diaper!
Adam
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