Comments on: What Parenting Has Taught Me about Copywriting

By: Brad Shorr

Brad Shorr — Wed, 18 Jun 2008 12:25:17 +0000

Andrew, that is a very insightful comment (are you sure you’re not a parent? ) You could fill a book talking about it. Sincerity and conviction trump eloquence and style — usually. Even the most perceptive people can be taken in by a snake oil salesman from time to time.

By: Andrew

Andrew — Wed, 18 Jun 2008 12:06:44 +0000

Like Robert, I feel handicapped in this department as I am not a parent. I am certainly not speaking from a position of any experience here!

You mentioned the importance of emotion and passion in dealing with anyone from children to customers. But this, I feel, raises a question – how do you generate passion and emotion?

There are probably many factors which contribute to emotion or passion. However, I feel that one of the key determinants of genuine passion or emotion is your level of belief.

If you truly believe that your product or service is more suitable for the needs of your customer than any other, then that belief will effect whole demeanor in your dealings with the customer concerned, and customer will sense that you feel that way. This will inevitably make your customer more receptive to your message.

Likewise, when talking with your children, your children will no doubt pick up on your level of belief in what you are saying, and I would imagine that this may have an impact upon their response.

Cheers

Andrew

By: The Manival :: 8th Edition | The Man Page

The Manival :: 8th Edition | The Man Page — Tue, 17 Jun 2008 14:02:15 +0000

[...] Shorr appreciates the parallels between parenting and business, as he shares “What Parenting Has Taught Me About Copywriting” over at Word Sell, [...]

By: Brad Shorr

Brad Shorr — Tue, 17 Jun 2008 11:00:25 +0000

Hi Karen P, you’re right, but it’s tempting to try and be a “friend” instead of a parent. Karemn S, gee, thank you!

By: Karen Putz / DeafMom

Karen Putz / DeafMom — Mon, 16 Jun 2008 20:29:25 +0000

Joanna’s right: “Be authentic: don’t try and pretend to be something you’re not. Kids and customers can see right through it.”

All my attempts to be a suave, ultra-cool mom always fall flat. The kids see right through it.

By: Brad Shorr

Brad Shorr — Mon, 16 Jun 2008 14:31:47 +0000

Joanna, Thank you for sharing your wisdom! We are developing enough great suggestions to do an entire book. I especially like your point about listening. Much more persuasive than speaking at times, don’t you think?

By: Joanna Young

Joanna Young — Mon, 16 Jun 2008 14:22:22 +0000

I loved this post Brad and your question really got me thinking

Some other contributions:

Focus on what you want them to do, rather than what you want them to avoid (“if you work hard you’ll pass your exams” is better than “if you don’t work hard you’ll fail your exams” which forces them to create a mental image of failure, and associated negative feelings)

Listen: it’ll help you learn, and see things from their point of view, and realise what you’re doing well (and badly)

Use language that’ll work for them, rather than using your own (which doesn’t mean aping teenage / customer speak, it means plain English!)

Be authentic: don’t try and pretend to be something you’re not. Kids and customers can see right through it

Joanna

By: Brad Shorr

Brad Shorr — Mon, 16 Jun 2008 13:21:21 +0000

Very wise, Robert. Less is more!

By: Robert Hruzek

Robert Hruzek — Mon, 16 Jun 2008 12:29:55 +0000

Not having been a parent, I may be handicapped in this department. However, I gotta say, that last point really triggered a deep response in me! So very true, Brad!

But as usual (and you had to know this was coming!), I’d add one more: Say only what’s necessary, and no more! There’s a talent that takes communication skills to develop. It requires knowing exactly where your listeners are in terms of need and desire.

They may be primed for only a teaser now, and more later. But, if you dump the whole load on ‘em at the first opportunity, you may alienate them for a time – or longer!