See what awaits you in Grendel’s copywriting cave of horrors…
What can a centuries old poem teach you about copywriting?
Because, strangely enough, ancient stories deal with the same “currency” as copywriters do. That “currency” of course is human nature.
In many ways, copywriters are the modern day myth-makers of our world.
Take Beowulf for example.
Beowulf is about envy, revenge, family, being an outcast from society, reputation, fear of the unknown, establishing identity, and so on.
All major “themes” that are successfully used in copy each day.
But there’s something else—something far more useful and practical—that Beowulf teaches us about copy as well.
And that is where to find the best and truest market research.
What do I mean?
Well to explain, let’s set the scene:
In the climax of the story, Beowulf dives into a swamp and swims into Grendel’s cave to kill the monster’s mother. He swims down through the muck and mire, conquers the monster, and comes home bequeathing the “treasure” to the people in the town.
Which, curiously enough, is no different from what copywriters do.
We dive into the symbolic ‘swamp’ of our minds, find the caves of our hidden fears and desires, kill our own inner monster, and bring back the treasure to our prospects.
You see, to really dig out the emotions that make people buy, it’s not enough to look at a list survey and a few forum posts.
To dig out the emotions that make people buy, you have to feel those emotions.
You have to embody the suffering of having joint pain and not being able to play with your grandkids or enjoy the retirement you worked so hard for or live life like you have for the last 70 years.
You have to imagine the fear and embarrassment of being flat broke and trying to run a failing business and having no idea where your next paycheck will come from.
You have to wear the shoes of a recently-divorced middle-aged women who feels like she can’t compete with all the younger ladies out there.
If you’re selling in those markets, it’s not enough to do market research online.
You have to do market research "inside".
Which is why I say a copywriter’s most powerful tool is their own emotions. Their own failure. Their own fears. Their own feeling of brokenness.
Because you may not be a middle-aged recently divorced-women...
But you sure have the same human emotions.
To find them, you just have to dive into your own Grendel's cave of copywriting horrors.
It’s not easy.
But it can be the difference between a base hit and a home run.
Speaking of which…
If you’d like to get me writing copy and consulting for your business so I can swim into the deepest dankest caves, defeat the ugliest monsters, and bring back the treasure for the people of your kingdom, head here: