An “Eye-Opening” Experience
My husband and I celebrated our 25th wedding anniversary in an untraditional way. We decided to make October 8th a day of new experiences.
We began our day by visiting the “Dialog in the Dark” exhibit in Atlanta. Have you seen it?
It’s a very popular exhibit in over 22 countries around the world, but Atlanta is the first U.S. city to showcase this amazing experience.
For over an hour – you experience what it’s like to be visually impaired. A blind tour guide – and the cane you’re handed – help you “see” what it’s like to go through normal, every day activities as a blind person.
It was, quite honestly, an “eye-opening” experience.
Our guide, Derrick, showed us how to use our other senses to help compensate for our vision loss.
I don’t want to spoil the experience by telling you all the details – because if you’re planning to visit Atlanta, GA – make sure you include this exhibit as a MUST SEE (yes, pun intended).
In fact, here’s the website address with all their info – check it out: www.dialogtickets.com
Carline & Mick (center) with Scean & Derrick, their visually-impaired guides.
What did I learn from living in the dark?
By now, you probably know I try to tie in my life experiences to copywriting. And this is no exception. Here are a few “aha” moments I discovered during my temporary blindness:
Aha moment #1: Without the right knowledge about your market – you’re taking stabs in the dark!
As I tried to move in the dark rooms, I relied heavily on my previous knowledge to help me make sense of the darkness. For example, I “pictured” a face on my guide, Derrick. His voice sounded like a friend of mine – so I imagined Derrick having my friend’s face.
My hands and my sense of smell helped me identify objects … and I listened more intently than ever before!
When it comes to writing copy – are you knowledgeable about your market? Do you have a clear picture of who you’re talking to at all times?
Can you help them “see” the benefits you have to offer by using simple illustrations and examples they can grab hold of?
One of the biggest mistakes I made early in my copywriting career was to think that my client would give me all the background info and research I needed to write a kick-butt package.
When I realized that wasn’t always the case and fixed that mistake – I began creating better and FASTER copy.
What was my “secret weapon”?
I found a researcher who could dig up additional material I needed to give my package credibility! Her name is Sandy Ferguson – and she’s saved me oodles of time and helped me make hundreds of thousands of dollars! Do you have a personal researcher? If not – get one!
Aha moment #2: Always paint a visual image! For the nearly 90 minutes of my blindness, I found myself using a lot of similes and other comparisons in my conversations with the folks I met. For example, “This feels smooth as silk” … “It smells like my mom’s perfume” … “Sounds like I’m in a tunnel.”
These word pictures were like anchors that kept me grounded. I was uncomfortable in my new environment and I was desperately trying to find things I could relate to so I could feel better.
I never realized how much I NEEDED to feel comforted!
What about your prospect? Is he experiencing new aches and pains and desperately searching for relief?
Was she recently diagnosed with an illness that’s 17 letters long?
What are you doing to comfort your prospect? Are you painting visual images in your copy to guide your prospect along the way? For example:
When you are talking about a nutrient with a long name, try breaking down the name in syllables so your prospect can pronounce it. In a recent project, here’s what I said:
Dear friend,
It’s pronounced:
“foss-fah-tie-doll-sir-een”
… But if you’re experiencing memory loss … age-related memory decline … fuzzy thinking … “senior moments” … mental confusion … or brain aging – you’re going to call it a godsend! Why?
See what I’m saying?
Aha moment #3: In the dark, we’re all the same! Isn’t it amazing how your vision creates automatic prejudices and assumptions? For example, if I see a man wearing a blue uniform, badge and gun – I don’t need words to tell me he’s a police officer. And I’m too embarrassed to say what I think when I see a tattooed teenager with piercings, baggy pants revealing his drawers and green hair coming towards me!
But in the dark, I didn’t develop any biases until AFTER I got to know the people I met! In other words, in the dark, everybody was black! 
So what does that mean when it comes to copywriting?
Don’t assume you know your market – make sure of it! Get your prospect to identify himself with a resounding, “YES! That’s me!”
Make your prospect bob his head up and down and say, “Hey, you really KNOW me!” How can you do that?
Start with an “If you’re” intro:
“If you’re like me, you get less than a few hours of sleep a night … hit that midday slump by noon … and are ready to crash in bed by 9 pm.”
Or, you can qualify your prospect from the get-go:
“Urgent news for folks who are sick and tired of feeling sick and tired!”
Then you lay on the facts that prove your case – that you really know your prospect!
Don’t get blindsided – and lose out on the moolah!
Avoid these wimpy copy mistakes. Make sure you:
- Know who you’re talking to at all times.
- Get your prospect to join the bandwagon by saying “Yes, you know me!”
- Do your research so you can layer on proof elements that support your case!
And when you do – you’ll see MORE dollar signs in front of your big, fat royalty checks!
Here’s to Creating Success Your Way!
Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE
P.S. A sloppy kiss and a big THANKS for all of you who take the time to drop me a line on the blog or at www.carlinecole.com after I write an article. I really do appreciate your feedback. Let me know what else you’d like me to discuss in future issues. I’ll do my best to give it to you!
Carline Anglade-Cole writes multi-year controls in the alternative health field for clients including Healthy Directions, Health Resources, True Health, Soundview Publications and Sun Chlorella USA.
She publishes CopyStar – Copywriting ideas and tips for stellar response – an e-zine for copywriters and direct marketers.
She is the author of How to Write Kick-Butt Copy: Straight Talk from a Million-Dollar Copywriter, Anatomy of a Kick-Butt Control: How to Create a Winning Promo from Start to Finish and Which One Won? How to Write Kick-Butt Headlines and Boost Response!
Put her 20 years of direct mail experience in mailing list strategies, new product development and creating kick-butt controls to work for your company!
Contact Carline directly by visiting her website at www.CarlineCole.com
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16 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
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– Clayton
Comment by John Deck — October 14, 2008 @ 11:54 am
Carline,
Your story about "living in the dark" is a great reminder about getting close with your copywriting. But also a reminder about how much we take for granted every day. Thanks, it touched me.
John
http://www.DirectMarketResults.
Comment by Kevin Rogers — October 14, 2008 @ 11:54 am
Really enjoyed this article, Carline. Very cool way to bring the lessons home.
Best,
Kevin
Comment by stuart — October 14, 2008 @ 12:26 pm
Wow, fantastic article and insight.
With what I promote and study, a good awareness of your environment and more than just the appearance of other people is so important.
Thanks a lot for sharing
Comment by stuart — October 14, 2008 @ 12:27 pm
Wow, fantastic article and insight.
With what I promote and study, a good awareness of your environment and more than just the appearance of other people is so important.
Thanks a lot for sharing
stuart
http://www.healthenergyandlife.org
Comment by Timothy Millar — October 14, 2008 @ 1:22 pm
Great article Carline,
Having been born blind in one eye and after
49 years, starting to lose the other, I can relate to the experience.
To put this to copywriting really opened my eye (pun intended)
and made me go back and reread my posts to see if I was doing
this myself. Happy to say I was using this methodology to an
extent but I will step it up a bit more now. Thanks Carline, I am looking forward to reading more of your posts. Tim
Comment by Carrie Pierce — October 14, 2008 @ 1:25 pm
Very eye-opening article Carline! (To use a very bad pun indeed…)
I enjoyed-and learned from- it immensely.
Thanks for sharing not only your experience with us but your three Ah Ha Moments as well.
I’ve printed them out and have them hanging on the bulletin board in front of my desk.
-Will definitely refer to them often when writing my copy!
Carrie Pierce
http://www.menopauserus.com
Comment by Jeremy Reeves — October 14, 2008 @ 1:32 pm
Awesome article…and research is the one thing most copywriters are unwilling to do - and it’s the most important!
Hopefully other copywriters will start taking your advice and putting out some good stuff
Jeremy Reeves
http://www.controlbeatingcopy.com
Comment by Marcelino Latorre — October 14, 2008 @ 1:44 pm
This one hit home, you see guys my father is totally blind. In fact he is in Toa Baja taking his rehabilitational classes on mobility as I write this. I grew up with a father that is visually impaired so I can relate to painting visual images with words. I have been doing this all my life. As the days go by I can clearly see that this is the path the Lord has opened up for me. Keep up the incredible work Carline. Hey Carline the way you said this was awesome "But in the dark, I didn’t develop any biases until AFTER I got to know the people I met! In other words, in the dark, everybody was black! " this was great! Until the next one, thanks again.
Comment by Larry Mekus — October 14, 2008 @ 2:08 pm
Carline - what a fantastic and special way to celebrate your 25th anniversary. I love the idea, and think it’s such a unique way to refresh your relationship. It sounds like such a heart warming experience, and it really makes you wonder about some things we just take for granted - such as how would you describe colors to a blind person, or how are they able to tell time.
Your tie-in to copywriting is perfect, and it went immediately into my journal of most valuable tips.
Comment by Carline — October 14, 2008 @ 3:41 pm
Thanks folks!
Great to see you enjoyed my insights. And thanks for sharing your personal experiences!
Carline
Comment by Brendan — October 14, 2008 @ 4:49 pm
Wonderful lesson in copywriting and life in general. An assumption is the lowest level of knowledge…and in copywriting scientific testing rules. Can you imagine a life where color does not mean a thing. Where the speed of light is zero and everything look the same…DARK. Now that’s something to think about…and be grateful for what you are…a miracle.Even for the blind there is something to be thankful for…such is life…beautiful!Thank you again for a great article.
Comment by Kevin Lam — October 15, 2008 @ 10:35 am
Wow, great article, Carline. I really enjoyed this one. It’s short and sweet and to the point. The message is very clear and I think we can learn a lot from just this article. Hope to read more of your work.
Comment by Kevin Lam — October 15, 2008 @ 10:37 am
Oh, almost forgot, happy be-lated anniversary. That’s such a great idea for an anniversary. I wish you the best and that there are many more years of joy, wealth and health for you and your family.
Comment by karen — October 15, 2008 @ 11:27 am
Carline - your posts are always so enjoyable. Thanks.
Comment by Melody Thomas-Scott — October 16, 2008 @ 5:19 pm
I love how you tie your life experiences into your copywriting. Life’s lessons. Love it.
Melody
Comment by Rabbi of Response — October 18, 2008 @ 5:09 pm
Carline,
Its pronounced:
ex-tra-or-din-ary ad-vice
but if you suffer from writing ineffective, weak copy… get weak response to mail pieces you put out… feel frustrated and depressed about the success you wish you had… and only wish that someone would turn on the lights for you, so that you could start writing million dollar sales copy… you’re going to undoubtedly call Carlines’ article - “An Eye-Opening Experiece”
…a shining beacon!
Great article, Carline!
Ron Redner
“The Rabbi of Response”