Tap into relatable truths

A marketer's worst enemy is apathy.

Today, we'll learn how to make our copy more powerful and memorable. 

Yeehaw.

– Neal

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Tap into relatable truths

This is one of my favorite tweets about startups:

Clearly, it resonated with quite a lot of other people, too.

Why?

It summarizes a truth that I immediately got but failed to articulate previously:

Every successful person got lucky, and their success is near impossible to replicate.

Note: Paul Graham says that a founder’s best way to replicate this is to increase their luck surface area by meeting people, writing online, building an audience, living in a major city, etc.

This tweet taps into one of the most powerful ideas behind impactful marketing: relatable truths.

Tapping into relatable truths makes your message more powerful and memorable.

In the book A Self-Help Guide for Copywriters, Dan gives examples of relatable truths you can tap into during Christmas holidays:

Notice how you felt after each of them. Did you find yourself nodding along?

I know I did.

Let’s dive into the different types of relatable truths.

Here are a few ways to categorize relatable truths:

• Context: Truths related to where the message is seen. For example, an ad in LA:

• Holidays/events: Truths related to the current or recurring events such as advertising your product during Valentine’s Day, Christmas, a US election, a recession, or a global pandemic. 
• Industry: Truths related to the specific industry you operate in. For example, startups/business (like Andrew’s tweet), kids toys, dating, clothing, and for marketers:

• Cultural: Truths related to social, societal, or cultural trends. Ranging from:
  • Hype trends: AI, crypto, Clubhouse, BeReal, and Squid Game.
  • Culture shifts: Sustainability, remote work, DEI, personal brands, creator economy, urban diaspora, video > books, anon accounts, and mental health awareness.
  • Technological shifts: Internet, mobile, AI, blockchain, virtual reality/metaverse, 3d printing, quantum computing, and nuclear fusion.
  • Memes: rick rolling, ok boomer… too many to list.

• Human: Truths related to core human behavior and psychology. This is the most broad-reaching and hardest to categorize. For example, how people act in an embarrassing moment:

Spend time brainstorming relatable truths for your product, industry, culture, and context. And add to this list whenever you come across one.

They’ll help your marketing resonate.

Something fun

Spotted on Instagram.