Send A Tough Message With A Tender Story

Copywriters know: a story can be the “spoonful of sugar” you need to gain acceptance when you’re sending a message nobody wants to hear.

Let’s face it. Sometimes you need to send a message your audience doesn’t want to hear.

For instance, during the pandemic, government agencies around the world wanted to send a message, “Wear a mask.” It was a tough message. Experts reported that shaming didn’t work.

Fear appeals can be problematic. They seem to work, especially when they also present an accessible, one-time solution. However, for a small business, fear appeals can come across as hype-y, especially when you’re promoting yourself as providing a supportive type of service.

Copywriting offers an answer: Wrap tough messages in tender stories.

For instance, some apartment buildings and condos have set quiet hours. Often you’ll see messages and signs along the lines of: “11 AM to 7 PM are quiet hours. NO loud music. NO parties. Violators will be fined, tossed out the fifth floor window, or burned at the stake.”

I’m joking about the last parts (hopefully), but we’ve all seen those notices. So I was really impressed with the way the Washington Hilton does it: