Solidarity: a Copywriter’s Secret Weapon
The Copywriter Column #95
Post-undergrad, I became really involved in homeless ministry. It was an area of outreach I was drawn to for several reasons, primarily, I think, because the places I found myself socially were downtown, nestled next to soup kitchens and nonprofits.
It also helped that I worked the night shift at a homeless shelter.
But something you learn rather quickly, especially with those guys who aren’t afraid to tell you off, is the importance of getting on their level.
I don’t mean socially or mentally, but I mean getting on their level physically.
How would you like it if you were sitting on the ground – not to mention, tired, hungry, and miserable – carrying on a conversation with a stranger who’s towering 6-feet over you?
Not cool, man. Not cool.
No, instead of hovering over that person, you sit down next to them. It’s a subtle move, but one that instantaneously removes the air of superiority (you know, that whole “white savior complex” thing).
You see this type of move in ministry settings all the time. When I was in seminary, we talked about it as a way of “practicing solidarity.”
In many respects, it’s a way of making yourself more relational.
You can apply this technique to your writing by sharing a personal story, by relating to your target audience on a level they can understand.
“I know how it feels to [INSERT SCENARIO A]. One time…”
“I understand what it’s like to be [INSERT SCENARIO B]. [SHARE STORY].”
“You’re not wrong to be frustrated with [INSERT PROBLEM]. I’ve had a similar experience before…”
Practicing solidarity – try it next time you need to connect with your audience.
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