Successfully nabbing a summertime ticket to an Ed Sheeran concert is like Harry Potter snagging the golden snitch against the Slytherins. Lately, it seems Ed’s everywhere. He’s on the cover of Rolling Stone magazine. He has been the musical guest on Saturday Night Live. His latest album “divide” is shattering all kinds of records. [Check out this Forbes article to dive deeper.]
In short, people are going crazy over Ed Sheeran. The question is, “Why?” (Hint: it’s not only his quirky cuteness.)
I believe it’s because his music stirs up deep feelings within his listeners. He paints pictures weaving together well-crafted lyrics and we’re smitten. For example, let’s look at an excerpt from “Supermarket Flowers.”
I fluffed the pillows, made the beds, stacked the chairs up
Folded your nightgowns neatly in case
John says he’d drive then put his hands on my cheek
And wiped a tear from the side of my face
As Sheeran sings these lyrics, pictures of the scene form in our heads. Someone is cleaning up after guests and missing someone who has gone. Does this image pluck at your heartstrings? (Factoid: He wrote this beautiful song about the death of his beloved grandmother. The song wasn’t originally to be included in “divide,” but his grandfather encouraged him to include it on this album.)
Here’s another example, this time using Sheeran’s song, “Photograph” from the album “multiply.”
We keep this love in a photograph
We made these memories for ourselves
Where our eyes are never closing
Hearts are never broken
And time’s forever frozen still
Can’t you imagine shifting through your old photographs, coming across the ones of previous lovers? Visualize happy times from days gone by, from before hearts were broken. Do you have a bittersweet smile on your face?
So what does this have to do with your business? Quite simply, everything. Your website copy ought to be as compelling as these two song examples, creating images for and drawing out deep feelings from your ideal clients. Web copy should do the heavy lifting for you.
Often times, though, web copy does the exact opposite. It’s written from a place of pushing out information. It’s fact-based, leaving feelings out.
By tapping into your ideal clients’ hearts, you’ll experience ease in attracting them. Your words will pull them to you like a magnet draws a paperclip.
I have a challenge for you: pull up your website. Read the homepage out loud to yourself. Do your words paint scenarios by tapping into your ideal clients’ hearts? If you’ve answered, “no,” you’ve got a great opportunity to hone your message. (Contact us if you’d like to learn more.)
And in the words of Ed Sheeran (“Dive” from “divide”), “Hanging on the words you say/And I’ve been known to give my all.”