There was a time of my life when I was known as the girl with two broken wrists.
Yeah, that was a good time for me.
For context, I was in my early 20’s and living overseas in a small, snow town. Growing up in Australia meant the sight of snow and monstrous mountains was super exciting, I had never seen anything so beautiful. Unfortunately for me, I wasn’t familiar with the downside of such beauty, and that is black ice and the danger of icy footpaths.
Not long after my arrival in said snow town, I found myself walking home after a night of casual drinking with my new girl pals, and before I knew it, I was on the ground with, yes, a broken wrist. 5 days passed, many tears were shed but I decided that I was ready to return to work and rock my latest accessory. My sexy, purple, plaster cast.
Just when things were starting to look up, there was an accident. Yes, that’s right. On my walk to the staff bus, I was distracted by that stupid thing called Snapchat, and it happened again. My legs slipped out from beneath me, my head was fast approaching the cement, and my right arm was reaching for the ground as I tried to save myself. Key word being ‘tried’. What do you know, another broken wrist.
At this point I was basically the laughing stock of the town, I would be getting served at the shops and the cashier serving me would say, ‘Oh my god, no way, my friend Chris told me about you! How did it happen?’ Acting like he didn’t already know about the event/s that led to my misfortune. Also, who on Earth is Chris?
Obviously this is a major embarrassment, but what more could I do apart from embrace the shame? Of course, I’m going to use this to my advantage. I guess you could say, this was my brand now.
First things first, I needed to make my story 1000 times cooler. How did it happen? Oh, I was fully sending it in the park on my snowboard and had a really bad fall. Yeah, I didn't learn from the first accident so I decided to go again and it turns out I'm still bad.
For the six weeks that followed, the backbone of my personality was the fact I had two broken wrists. I’m not going to lie, my lack of independence came with many perks, 21 year old me certainly wasn’t complaining about the pity drinks people were buying her, and her bank account wasn’t complaining either.
How on earth does this relate to copywriting you may ask? Well, good copywriting is all about inspiring people to take action. How? By evoking emotion and having them think, feel and respond to the words you are saying. Looking back, I can see that I was able to portray myself (my brand) through my words and actions, which in turn, was receiving a response from my friends and the people I came into contact with (my audience), even if I wasn’t intending on it to do so.
I had a script rehearsed every time someone would ask me what happened and this enabled me to strengthen the relationships with people I was talking to, helping me build a stronger connection with my audience. Without having met me, people immediately recognised who I was. The same outcome can be achieved with good copywriting. If you maintain your brand voice, mission and express your values you will be easily recognised by your audience.
Good copywriting can be what differentiates you from competitors. I certainly wasn’t the only person in this town with a broken wrist, but I definitely was the only person in town with two at the same time! My two broken wrists immediately differentiated me from the rest of the town’s injured population. Yay for me.
Whether you have good copy, or bad copy, it still makes an impact on your audience. So, you may as well make sure it’s the best.
5 years later, and I certainly didn’t think I’d be working at a marketing agency telling the world about my 2 broken wrists, but hey, they do say everything happens for a reason. I guess I broke both my wrists so I could tell you about the importance of good copywriting!
Now, please make me feel better about myself. What’s your worst travel story?