Content and Copywriting Tip

Copy Tip #3: Go Fish

By the time we arrived at the wedding it was too late.

I was already breaking my #1 rule when it comes to weddings by attending in the first place, but realizing that our friends were trying to murder us made me sorry I’d already sent them a set of kitchen knives from their registry.

Nothing in the invitation or the online schedule of festivities had alluded to potential murder. So when the 5 of us set off from our hotel in South Lake Tahoe for some remote location in the woods an hour or so away we were completely unaware of what we were getting into.

The venue was located on the other side of Emerald Bay, one of Tahoe’s most photographed spots thanks to water so vibrantly blue that you start to wonder if it was Photoshopped in real life.

And to get there we had to take Highway 89. Specifically, Emerald Bay Road.

For those unfamiliar with Emerald Bay Road there is a quarter-mile section of the two-lane road that sits atop a ridge separating Emerald Bay from Cascade Lake.

Emerald Bay Lake Tahoe

There are no guardrails and no shoulder of any kind, just a 600 foot drop-off on both sides of the road.

Oh, and there’s a 180 degree hairpin turn right smack dab in the middle.

Nancy was our designated driver for the evening, but as soon as we arrived at the location I started Googling ‘helicopter rescue’ in hopes of an alternative solution.

To everyone's surprise we managed to make it back that night safely alive - I was on the floor in the backseat with Erica passed out on my shoulder while Nancy drove 2 mph around the turn - but I have never been so scared in my entire life. It was literally my worst nightmare.

Do you ever feel that way about writing copy? Or creating content?

Not necessarily plunging off a cliff to a horrifying watery death, but the shortness of breath and the pit in your stomach when you realize your copy is dull and boring?

Well, relax. It’s happened to all of us.

You know that in order to create a connection with your audience you need to use storytelling.

But how do you get them interested in what you have to say in the first place?

You need a hook.

A hook is the short lead-in to your story that grabs your audience’s attention and makes their eyes widen with interest.

It’s what makes them keep reading, because they want to know “What’s going to happen next?”

For example:

  • Look, I know it was a bad decision. But it was a triple dog dare!
  • Am I the only one who can’t stand when this happens?
  • This was not what I was expecting to wake up to…
  • By the time we arrived it was too late. (Does this one look familiar??)

A great hook should leave the reader with more questions than answers, because if you can’t get your audience past the first few lines - whether a page on your website, your blog, an email, or even social media - then you will never be able to convert them into paying clients.

Storytelling is the strongest way to connect with your audience and get them to relate to you.

But without a great hook you’ll never get to tell your story.

I’d love to hear what challenges you face with your content as a creative entrepreneur, so head on over to the Unconventional Creative Facebook Group and let us know what it is that you're struggling with!

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