It’s funny how many rhetorical twists copywriters use to make trivial info seem important.
For example, everytime I write an affiliate campaign for a client, I try to find something interesting about the affiliates past.
Recently we had an affiliate who had the title “Dr.”
So every time I talked about him, I said “Dr. _________.” Even though it had nothing to do with what we were selling, it was interesting, humanizing, and added some credibility. (“Well he’s a Dr, so he’s gotta be smart.”)
Another affiliate flew F-16 fighter pilots.
So I used that to the hilt.
Now, I’m writing about a guy who went from working 18 hour days in a steel mill to growing a multi-million dollar online “lifestyle business”.
Truthfully, that one’s almost too easy.
There’s story appeal. Humanizing elements. Intrigue. Drama. And lots of credibility.
(“If a steel mill worker can do it, I can too.”)
But again it’s almost entirely a rhetorical flourish.
Does it really matter if the guy was a Dr?
Or flew F-16s?
Or worked in a steel mill?
Not really. It won’t really change the info they would learn by purchasing the offer.
But it does create an attractive “lead character”.
It gives the market a person to bond with.
And it keeps everything more interesting.
If you’re thinking:
“I don't have anything interesting like that to talk about.”
Then you’re just not looking hard enough.
And if you want my help, here’s the link: