Successfully nabbing a ticket to an Ed Sheeran concert is like Harry Potter snagging the golden snitch in a Quidditch match against the Slytherins. Lately, it seems Ed’s everywhere. He’s been on the cover of Rolling Stone magazine. He was a musical guest on Saturday Night Live. His latest album “divide” has shattered all kinds of records. He’s performed duets with Beyoncé and Andrea Bocelli (and of the same song, no less).
In short, people are going crazy over Ed Sheeran. The question is, “Why?” (Hint: it’s not only because of his quirky cuteness.)
I believe it’s in part because his music stirs up deep feelings within his listeners. He paints word pictures, weaving together well-crafted lyrics with beautiful melodies. And we’re smitten. For example, let’s look at an excerpt from “Supermarket Flowers.”
I fluffed the pillows, made the beds, stacked the chairs up
Folded your nightgowns neatly in case
John says he’d drive then put his hands on my cheek
And wiped a tear from the side of my face
As Sheeran sings these lyrics, images form in our heads. Someone is cleaning up after guests and missing someone who has gone. Does this image pluck at your heartstrings? (Factoid: He wrote this beautiful song about the death of his beloved grandmother. The song wasn’t originally to be included in “divide,” but his grandfather encouraged him to add it.)
Here’s another example, this time using Sheeran’s song, “Photograph” from the album “multiply.”
We keep this love in a photograph
We made these memories for ourselves
Where our eyes are never closing
Hearts are never broken
And time’s forever frozen still
Can’t you imagine shifting through your old photographs, coming across the ones of former lovers? Visualize happy times from days gone by, from before hearts were broken. Do you have a bittersweet smile on your face? I do every single time I hear this song.
So what does this have to do with your business? Quite simply: everything. Your blog posts ought to be as compelling as these two song examples, creating images for and drawing out deep feelings from your ideal clients. Your words ought to do the heavy lifting of client attraction for you.
Often times, though, blog posts do the exact opposite. They’re written from a place of pushing out facts, often leaving feelings out. When we write this way, we actually repel those we are meant to serve.
By tapping into your ideal clients’ hearts, you’ll experience ease in attracting them. Your words will pull them to you like a magnet draws a paperclip.
I have a challenge for you: pull up your website. Read your blog posts out loud. Do your words paint scenarios by tapping into your ideal clients’ hearts? If you’ve answered, “no,” you’ve got a great opportunity to hone your message.
When you write from a place of service and authenticity, using language that paints pictures and touches your clients’ hearts, your life will be different. You’ll be different. And in the words of Ed Sheeran (“Perfect” from “divide”), “Fighting against all odds/I know we’ll be alright this time.”
