A short story
It was just a few months after I had arrived on the island where I live now. Though I barely speak the language, I managed to find someone who spoke almost good english.
He was a senior person in a company that did corporate training.
Whenver I make a website and write content for my clients, I spend loads of time digging into things like
- What makes them unique?
- Why they do what they do
- Why do their customers choose them over their competitors or other options (according to them)
- And many more similar questions
Now when our discussion came to 3rd question in the list above, he got quiet.
He was thinking.
I could say he was thinking deep.
Like no one really asked him this, and he never thought of this in a while.
The room got quiet, with the rest of the team staring at us listening to our conversation.
“Because they can see and feel how passionate we are in what we do” he said.
Passion is contagious
Have you ever met someone passionate about something. Once they start talking about something they love doing, they can’t stop.
Often times, this person is a CEO / Founder of a company. But you can see this in many people - with their work, hobbies, a sport perhaps. And such people who do what they are passionate about, are often a great energy to be associated with.
“It is not uncommon to have only the founder handle sales until the first 1 million dollars” - I heard on a podcast by a marketing leader who is an expert in small to medium businesses and has heard many founder stories.
Now this recipe will help you capture this passion and translate it to words that you can use on websites (also called copywriting), sales pages, emails, social media posts, product pages etc. and translate their passionate in-person impression online!
The Recipe
- Schedule an interview with the founder
- Ask a bunch of open ended questions about the company, products, their methodology, stories, anecdotes from early days, their motivations (no limits)
- Record the entire conversation (audio is sufficient)
- Get it transcribed
- Feed it into an AI model, and get it to capture the personality and remember it
- Rewrite what you want, in the same voice as the founder
This leads to very unique and authentic sounding product descriptions, announcements etc. A great way to build a brand, fans etc.
Important notes
- I’ve personally done this exercise a few times, and results are always so satisfying.
- Practice asking a few open ended questions, that encourage them to elaborate.
- It is good to warmup the conversation starting with easy simple questions first as no one is ready for deep open questions right off the bat.