Seductive Cellulite: Copy that Connects

Today's copywriting wisdom comes courtesy of the Charlie's Angel herself, Drew Barrymore:

“I bought a swimsuit the other day off a website, and the woman had cellulite and hips and a little arm, and I’m like, ‘That’s me. That’s it. That’s perfect.’”

Real and relatable sells. And not just in swimwear.

It’s easier for your audience to tell if your product or service is "for them" if they get to see it modelled by a human being.

How can you get your audience to "try on" your work through your writing?

Testimonials are gold, but 99% of the time they're worthless. Vague and drab.

Bring them to life with some context, an emotive back story, a character your audience can relate to.

Or else, tell a story about a topic you discussed with someone, a question you received from a potential client, a learning you've discovered through engaging in the work you propose.

The main thing is that your audience recognize themselves in some way in the tale.

Now, to continue Drew's story:

“I like what I see AND I’m gonna have the right expectations when it comes to my house and I open it up out of the plastic and put it on, and I’m like, ‘Yes, where have you been all my life?’”

Setting the right expectation is an issue of trust. When you buy something that is presented as a “magic bullet” or “one-stop-shop” solution, and it doesn’t live up to the hype, it’s disappointing and discouraging.

How can you set an expectation for quality and comfort with your audience?

Well, make sure that everywhere they go, it's your voice that beckons them. That means making sure your website is fully harmonised with your frequency rather than piecemealed together from bits and pieces from all over.

It means doing a walkthrough of your sales process so that when you tell them in your post they can look out for your new "Ornate Origami" workshop, they see the same name right there every step of the way rather than getting lost in a Linktree labyrinth.

This level of attention to detail is where trust is nurtured.

👉So, relatability helps people to see whether what they’re getting would suit them…

…the right expectation helps build a reputation of reliability…

And perhaps most importantly, the fact that there is an authentic, imperfect human behind all this makes the buyer feel better about themselves.

Wondering if you should share that personal story, edit that post with the typo in it, or avoid doing videos because you can’t get through one without umming and ahing? Feel reassured that it will only serve to build your connection with your people.

Every hole in your imperfect being is a place for you to plant a seed of connection with your audience.