stop being so shallow
In a world where consumers are constantly bombarded with messages, shallow, surface-level copy doesn’t get you very far. If you want to build a loyal audience, you have to do more than just talk about what you’re selling—you need to connect, solve real problems, and tell a story that resonates.
Imagine a luxury travel agency. Shallow copy would focus on the basics: “We offer 5-star accommodations and premium service.” Sure, that sounds nice, but it doesn’t tap into the emotional reason why people choose luxury travel in the first place. Deep copy, however, goes beyond the surface to address the desire for relaxation, adventure, and escape. Instead of just describing amenities, it paints a picture: “Imagine a place where every detail is taken care of, where you can leave your stress behind and immerse yourself in new experiences, knowing everything has been planned for you.”
This kind of copy tells a story and connects emotionally, showing potential clients that you understand their true motivations for seeking a luxury experience. They’re not just buying a travel package; they’re buying peace, discovery, and unforgettable memories.
Understanding the Deeper Needs of Your Audience
To create compelling copy, you need to go beyond the basics and understand what really drives your audience. What are their core challenges? What are their dreams and goals? When you have a clear picture of who they are and what they truly want, you’re able to craft messaging that’s not only informative but also deeply relatable. For example, your copy could address their desire to escape daily stress, explore new cultures, or reconnect with loved ones.
Combining Storytelling with Problem Solving
Stories are powerful because they tap into emotion, and emotion is what makes people remember your brand. But storytelling alone isn’t enough. To make an impact, your story needs to solve a problem your audience faces. In the luxury travel example, the story of a stress-free, curated vacation doesn’t just sound appealing—it also addresses the pain point of planning, arranging, and coordinating every detail on their own.
In every piece of copy you write, look for ways to combine storytelling and problem-solving:
Tell a Story: Take your audience on a journey that they can see themselves in.
Solve a Problem: Show them how your product or service removes an obstacle or fulfills a need in a way that feels genuine and effortless.
When you combine these two elements, your messaging goes beyond the product or service itself and instead creates an experience that potential clients feel drawn to.
Building an Emotional Connection with Your Ideal Customer
Shallow copy focuses on features; deep copy speaks to the heart. Think about how your product or service can make a positive difference in your audience’s lives. For a luxury travel agency, it’s not just about the accommodations—it’s about creating moments of connection, peace, and wonder. By addressing these emotional needs, you make your brand a part of the story they want to create for themselves.
Why Depth Matters Over Viral-ity
Sure, viral content is great, but a deep, thoughtful connection with your audience is what builds loyalty. Shallow, click-bait content might grab a quick like, but real engagement and customer loyalty come from showing your audience that you understand them on a fundamental level. When you take the time to understand, empathize, and connect, you’re not just creating copy; you’re building a brand that feels like a trusted companion.
In the end, it’s all about depth over surface, authenticity over flash. When you know what drives your audience, when you’re committed to solving their problems, and when you speak to their deepest desires, you’re not just selling a product—you’re building a relationship. And that’s something that no competitor can replicate.
So next time you sit down to write a caption or ad, don’t just scratch the surface. Dive in. Know your audience, tell a story, solve a problem, and create an experience they’ll want to be a part of. Because when you take the time to go deep, your copy isn’t just words—it’s a doorway into a brand they’ll remember.