Sometime in 2016, I decided to go to work for Mel Gibson.
Mel didn’t know I had decided to work for him. But that didn’t stop me.
Here’s the story of what happened…
I don’t know why more companies don’t leverage case studies. They’re fantastic social proof, they give your customers a chance to be heard, and they’re fairly easy to write. It’s also a really natural next step when projects come to a close, giving you a chance to end on a high note (or better yet, use as a stepping stone to the next project). Let me walk you through the process…
“Book it,” my wife urged. “I’ll be fine. The baby will be 10 days old by then and my mom will be here.”
Our other two kids came early, so we figured this one would too. Ten days was our best guess. So, I bought the SaaStr Annual ticket, booked the flights, and found a hotel nearby. What could go wrong?
It’s a common maxim among copywriters: “empathize with your readers.”
“Write something that resonates with their pain,” we’re told in blog posts and ebooks. “Walk a mile in their shoes.”
There’s even a formula: Close your eyes, imagine the readers’ problems and then – simply – talk about how you solve those problems.
But it’s not that easy.