25 March 2022 |  From the friendly caves of Pixie Hollow.

 

A few years ago, I was engaged by the SEO consultant of a client to create a whitepaper.

 

The brief was to write something that was going to make the person feel really gross about buying a house, so that they would engage the client (a building inspector).

 

The trouble was, the brief was way too much. It was negative, confrontational, and didn't give the reader any sense of hope.

 

Why would you create something like that? Talk about bury yourself.

 

So I proposed instead that we write a story about a real situation, one in which the buyer got himself deeper and deeper into a state of regret. The hook was to be a series of mathematical equations showing how much money he would have saved if he'd engaged an inspector up-front.

 

Luckily, the inspector himself had the perfect real-life story. He agreed that going all-in on the negativity wasn't a great idea.

 

And that's how Make Your Home a Dream, Not A Nightmare was conceived. 

 

I interviewed the client, wrote the story, collaborated with an illustrator and designer whom I knew and loved. Together, we were able to create a story that was big on fact and bigger on emotion.

 

The result is that every single person who read this little whitepaper wanted their house inspected, whether they were buying or not!

 

The question is, how did my client use it?

 

The answer is: As far as I know, he didn't. He paid a not-insignificant sum of money, for an asset that really worked, and then moved on to a new strategy and never deployed it.

 

Such a shame! What a waste!

 

Illustrative of the ways that micro businesses run, in my experience.

 

In any case, I got a good story to tell. And I've got a copy of the asset for you to look at if you'd like?

 

You can read an early (pre-proofing) version of Make your home a dream here... it's the only version I've got.

 

Just, don't share it with anyone, eh? Unfixed errors and all that. I trust you.

 

xx Leticia "crafting stories that work" Mooney

 

Please let me know what I can do for you.
 
Leticia Mooney is a consultant with decades of experience writing with and for people like you. Her company Brutal Pixie casts the kind of spells your customers love. Its services are oracles (communication strategy, CCX, audits, investigations, quality assurance), metamorphoses (training, mentoring, coaching, wargaming), and your stories in magick hands (ghostwriting, content writing, editorial support). Leticia is also the mother of an intelligent, engaging, and curious boy, who is named after a character created by J.R.R Tolkien.

 

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