Have you ever addressed an entire room, shouting “We need to talk about the breakroom leftovers”? Probably not. That’s because not everyone in the room has been leaving their leftovers on the counter. In fact, not everyone works on the same floor. Some might not even be in the building.
But those people who have been leaving out their leftovers? It’s time to grab their attention and lead them into another room where you can talk to them directly.
That’s what it’s like to create a specific snapshot in your copy. It’s creating a space where the language means something to the exact people you want to talk to.
Everyone else can bugger off.
Can Someone Else Write it?
Take a look at the scenarios you mention. Can someone else recreate them without ever having been there? Would it be easy for anyone to pick up a pencil and vomit the same generalizations on paper?
You need to tap into the exact experiences of your audience. Draw them in by placing them in a situation they can recognize easily. You need to provide real, concrete examples that have your clients say, “Oh shit. She gets me.”
Set The Scene
Bring your audience to an exact place in time. Set it all up as if you were smack dab in the middle of the room with them.
If you’re talking to tired moms, bring her back to when they were in the kitchen last week preparing for dinner. She opened the pantry door to find her five year old had hid an open lipgloss in the rice box. She didn’t even want her kid to have lipgloss in the first place, but her sister-in-law insisted little girls need their own makeup.
Guarantee, there are moms who will relate to this -exact- experience. Finding an -exact- time and place your audience relates to will make them willing to drop everything for you and your business.
Go ahead and bring that obscure indie band. Talk about the Tales From the Crypt cryptkeeper. Hell, bring up your secret love for Taylor Swift.
References are a damned good way to connect with your audience- when they create a relevant bridge from something familiar to where your clientele is.
What are you nodding to with your reference? If you’re going to bring up the cryptkeeper… why? Who would he represent in your audiences’ lives?
What feeling are you tying in with the reference? Are you tapping into something
Integrate the reference into the snapshot you’re creating. How does this reference relate to your audience’s experiences?
Not Everyone is Invited
Here’s the thing: Not everyone is invited to your table. Don’t be afraid to claim who’s on the guest list and push away anyone else.
The quickest and easiest way to let in ONLY the people you want is to give a clear snapshot ONLY your audience will relate to. If anyone else doesn’t get it or doesn’t relate, that’s perfectly fine.
They can go find someone else to buy their shit from. (Someone they relate with more.)