Struggled to buy his buying mother a pair of new Christmas Shoes
In the song a young boy struggled to buy his buying mother a pair of new Christmas Shoes, believing she was on the verge of death. How he went about finding the money to buy them was meant to show the spirit of Christmas giving as he unselfishly gave up anything for himself so he could afford to buy Christmas Shoes for his ailing mother. During the holiday season there are many stories about the good things people do to help others. Unfortunately, many of these stories are overshadowed by other stories of a few being self-centered and greedy to please only themselves. Even some of the requests for expensive Christmas Shoes as presents, knowing the family has no money for such extravagant purchases, can put a damper on the fires of Christmas kindness.
However, there are folks who will decorate their footwear for the holiday by painting them with trees, color balls and religious symbols to demonstrate their love of the holiday season. It is these kinds of Christmas Shoes that help people remember what the holiday is supposed to celebrate. When a stranger sees someone wearing a pair of painted or decorated Christmas Shoes they can be reminded of the time of year. When people are in a shoe store looking for new shoes to compliment their holiday apparel, it may be good to remember how some folks struggle to make ends meet and would like nothing more than a functional pair of Christmas Shoes for a loved one.
Think about it this way. Suppose you’re on a date. And suppose that during conversation you suddenly become very self-conscious. As a result, you suddenly start trying to control your gestures, your body language, and your tone of voice - trying to create good image - trying to think about how you appear to the other person. In other words, you’re focusing on anything and everything BUT your communication.
What happens in a situation like that?
Do you think the person you’re “communicating” with feels like you’re paying attention? Do they feel that you’re being sincere? Or do they feel that your mind is elsewhere?
This relates just as much to copywriting. Think about it. You have an audience you’re trying to communicate with. And more importantly, you’re trying to get them to do something – buy what you’re selling. As we all know, persuading someone to buy something is a very delicate business. There are a lot of things to think about… Where the prospect is, mentally… How much the prospect knows about the product… How the prospect is likely to react to different headlines and leads…. How the prospect is likely to react to the price of the product.
And then there are the technical details… How to write a powerful headline… How to write a great lead… How long to make the sales letter… How to best write the offer…
Of course, these are all important things to keep in mind. Not only important, absolutely crucial. But they’ll all fail if the prospect isn’t able to trust you and feel comfortable with you. It’s as simple as that. And as I’ve shown you, focusing on the intricacies of written communication while writing will result in the prospect feeling uncomfortable and distrustful.
