5 Lessons on Improving your Business Copy from "The Avengers"
By Molly Rider, Heart Centered Marketing Coach
This spring's much-anticipated movie, 'The Avengers', is finally here! With the action packed adventure including a whole team of hot super heroes, this movie offers must-see entertainment for everyone, and entrepreneurs can take away more than just a lesson in how to save the planet. Warning…Spoiler Alert!
Maybe if you follow this guide for your business copy, you can inspire your clients and customers to "suit-up."
Lesson #1: Trust Your Gut
"We are the worlds greatest covert security network and you're going to leave the fate of the human race to handful of freaks?"
"We need a response team," says, Nick Fury. "These people may be isolated, unbalanced even, but I believe with the right push they can be exactly what we need."
In this scene, Nick Fury expertly trusts his gut over his fellow counsel members. For entrepreneurs, we must heed his example when launching a new product or service, and in our content writing.
To do this, you need two things that Nick Fury (and many real life successes) have: acute self-awareness and confidence in your expertise. Fortunately, if you have the first, then the second more naturally follows.
Take time daily or weekly to get to know yourself more intimately. When you work for yourself, your own issues will come up. There's no longer a boss to blame. The more in tune you are to your strengths and weaknesses, the better decisions you can make. This is because you will understand your true motives, desires and fears.
Similarly, stick to what makes you GREAT! In product and website copy it will be tempting to try to appeal to everyone. This is because your web copy is a substitute for a one-on-one conversation. When we are in a conversation, we can tailor the product to the individuals needs. However, web copy is open to everyone.
Thus, it is vital that you know your ideal client in and out. What are their specific desires, fears and objections? Stick to answering those in your copy, instead of trying to hit every desire under the sun.
Lesson #2: Vary It Up!
In a conversation between Agent Philip Coulson and Captain America, Coulson mentions, "we made some modifications to the uniform…"
"The Uniform?" Captain America asks. "Aren’t the stars and stripes a little old fashioned?"
"With everything that's happening, and the things that are about to come to light, people might just need a little old fashioned."
This is a key point! Don't forget that being a little old-fashioned in our technology forward world can be the personal touch that turns a prospect into a customer, or a short-term client into a long term one.
For example, if you'd like to ask your current ideal clients to send you referrals, then consider sending them a nice hand-written note that explains what you do and how it works. Be sure to include a personal antidote as to why you've asked them specifically.
Or, like Captain America in The Avengers, add a modern twist to the old-fashion ways. Use a program like Send Out Cards that allows you to set everything up online, and then leave it to the Send Out Card Company to mail the physical card for you. You can even include pictures, your signature and gift certificates.
Lesson #3 Wear Your Heart On Your Sleeve!
"I've seen the footage, the only thing you really fight for is yourself. You're not the guy to make the sacrifice play, to lay down the wire and let the other guy crawl over you.
"I think I'd just cut the wire." Says Stark.
Right, "Always a way out."
Captain America accuses Stark of being selfish. It appears that Stark is not willing to make the sacrifice play. However, towards the end of the film we see that Stark is truly self-less and we learn why.
Your customers and clients need to know that you are in it for them. They need to know that you are NOT all about the money.
In the beginning, when you are just dying to make a few bucks, it can be hard not to focus on the money. But, this is when your selflessness is MOST crucial. This is when you have to turn within and focus on the inner joy that your business brings you, instead of the monetary gain.
When you focus on your own internal joy, you will naturally radiate it externally. To help with this, plaster your BIG WHY all around your office and house. When you think about new products or programs, ask yourself, "From what kind of help would I have really benefited, when I first started?"
Always start with Love!
Lesson #4: To Know Your Client and Niche, Own Your Strengths and Weaknesses
"He knows he has to take us out to win. That's what he wants. He wants to beat us. He wants to be seen doing it. He wants an audience. …This is opening night and Loke, well he's a full-on deva. He wants flowers. He wants parades. He wants a monument built to the skies with his name plastered on…Son-of-a-*****. "
Mr. Stark figures out the location of Loke's portal because Stark OWNS his own strengths and weaknesses. Stark knows that one of his weaknesses is his desire for prestige. He loves to be in the spotlight.
Loke too, wants to put on a good show. And, since Stark knows his own weaknesses well, he is not afraid to admit to them. Moreover, it turns out that Stark's ease with his own shortcomings is the turning point in the war for The Avengers.
Have you ever tried connecting with your prospects and customers by sharing your weaknesses? Have you opened up about failures you've had within your own business? Sharing your story is an important part of any sales letters and web copy.
Most clients crave connectivity and community. They buy your products and services to feel more connected to you. The more they know you are just as human as the next person, the more they will want to work with you.
Lesson #5: Suit Up!
"Got a suit? Then suit up!"
The "suit up" reference is used repeatedly amongst the super hero's throughout the entire movie, meaning, "Take action!" The suit alone is not impressive. It is what you do when the suit is on that makes all the difference.
The Hulk's character grapples with this concept the most, because suiting up takes him well outside of his comfort zone.
The same is true in writing sales letters or business copy.
I have found that most entrepreneurs write their sales letter last. However, it should be the first! Think back to when you first decided to create a certain product or service. You decided to create it because of all of the benefits it could provide others.
That beginning energy is vital. It can carry your sales letter a long way! It can also help you to focus when you begin the details of the product or service.
Don’t be afraid of the sales letter. Suit up! Step outside your comfort zone and take action.
What do you think?
Which tip are you going to implement this week?
What other writing copy or business lessons have you taken away from The Avengers?
Heart-Centered Marketing Coach, Molly Rider helps Entrepreneurs create that perfect blend of authentic sharing and business brilliance in their products, copy and brand. Learn how to utilize both and watch your marketing results soar. Who is in your tribe?
I concur that when you "Vary it up" it keeps things fresh and exceitin no matter if go "old school" or not. Great advise in a fun read!!
sticking to what I do great is a good reminder. thanks for a great article
Thanks for dropping by!
I would say that "trusting your gut" is certainly one the most important lessons one can learn, not only to improve your business copy, but to improve your business as well. I very much use that on everything I do and it has never failed me, but perhaps I alway had a bit of luck as well.
I agree wholeheartedly, Ray!
Trust your gut – is so very important to business!
True so true!
Great site, Joel! I just respond ed to Yoav’s message. Are you all partners?
The one that I will be working on is "client niche." I have to settle on a type of client to attract. That's been interesting for me, but worth figuring out.
Kim-Beautiful piece! Thanks for sharing! Perfectly Timed!