How Context Transforms Your Copy... Even If You're The Beatles
When you write your copy, do you give enough context to the reader?
Are you giving enough relevance to your message so they can see why it’s relevant to them and their situation?
Giving the right context is imperative. For example, consider these two images.
This example could be too simplistic. But it shows how the same words can mean something completely different.
When you have to get a message across using only words, context is king.
This discussion reminds me of a video I saw a few months ago. Paul McCartney was a guest on The Late Late Show with James Cordon’s “Carpool Karaoke.” James drove Paul through the city of Liverpool. They retraced the steps of the Beatles’ childhood and teenage years.
In a touching bit, Paul tells James the origin story of his song “Let It Be.”
He tells about a dream he had in the 60s. His deceased mother came to him in the dream and reassured him that everything was going to be okay. She said, “everything gonna be okay, let it be.”
When he woke up, he had a beautiful, peaceful feeling. All the challenges he was facing seemed to fade away. And then thought, “let it be… that’s good… I don’t think I’ve heard that before…”
He went right to the piano and wrote the famous song, “Let It Be.”
I’ve been a raving Beatles fan since I was a kid. My brother and I would raid Goodwill and Salvation Army stores looking for used records. We had quite a collection of Beatles albums. I knew this song inside and out. I could play on the piano, on the guitar, on the bass. We sang it all the time. But I never had any idea what the song was about until a few months ago when I saw this video.
The song has a whole new meaning to me now. That’s the power of context.
When it comes to your copy, it takes a bit of empathy to discover if you’ve succeeded in presenting the right context. When you look at the world through your prospect’s eyes... with their ears... from their point of view... only then can you discover if you’ve hit the nail on the head or not.
I’ve started going back through a sales letters I’m working on considering this very thing. I’ve already found several spots where a few changes give a much clearer context to my prospects.
Would you like some help applying context to your copy? Let’s work together. Click the button below or the “Contact” tab above and let me know how I can help.
And may your copy ever be melodic and harmonious!