Do you have unique, untapped talents to show the world but find your efforts frustrated, either because you’re an outsider or because your own internal resistance gets in the way?
Would it surprise you to realize that most people self-identify with that description?
At some level, all of us feel alienated — from others, from ourselves, or both. We worry about not living up to our talents, so we gravitate toward things that allow us to feel empowered.
(iPhone 3G, anyone?)
Audiences love superheroes because they dramatize these psychological conflicts in exaggerated, symbolic glory. Superheroes are not only uniquely talented but uniquely broken; their very talent is what alienates them from the same society they struggle to help with their superpowers.
The emotional resonance generated by this formula – even more than their over-the-top action sequences – is the real secret to superhero-sized success at the box office, with 7 of the top 20 biggest movie openings belong to superhero flicks. And with Ironman, we’re starting to see even the less popular comic book heroes transform into smash hits — a superhero plot in itself.
So my advice is simple: Borrow these same elements to magnetize your copy and draw popular readership. Speak to the inner superhero in them. Here’s how…
Do these three things and your copy will draw enough fans to make even Spider-Man jealous.
If you liked this post, join me over the next few weeks for a technique-driven, step-by-step look at how to turn your company’s hidden superpowers into web copy that performs wonders.
About the Author: Jeff Sexton is a Persuasion Architect at FutureNow, Inc. Yes, that’s his real title and, yes, his superpowers can be harnessed to persuade speeding visitors to take action.