Preparing Dinner Reminded Me Of This Unusual Bonding Ritual
I poured myself a glass of wine and let it sit for a few minutes. Next, I put on some relaxing jazz music. Preparations set. I could now start preparing dinner. I began with cutting up brussel sprouts. Once cut, I placed them in the pan for sauteing. Then I moved on to the main course.
I don’t cook much anymore. My wife does most of the cooking these days. Yesterday afternoon she had other plans so I took over.
I often cooked before we had kids. There’s something soothing about cooking while listening to music and drinking red wine. You get lost in your own world. It helps that the kids were occupied doing their own thing too.
Doing it again last night brought back that nostalgic feeling. It brought back memories of a life I once had. That’s the magic of nostalgia. We remember the good parts and forget the negative parts.
I recall the freedom of doing what we wanted when we wanted. What were the downsides of all that freedom? I don’t recall. I don’t even want to try.
As many historians like to point out, life was unpleasant in the good ole days.
Nostalgia is one of the best kept secrets of copywriting and marketing. Use it as an instant bonding mechanism with your audience. The older your target audience, the more powerful the tool.
The Four Word “Bonding” Phrase
Asking your reader “do you remember when” brings them back to a time of fond memories. It also builds connection. It says to your reader I’m one of you.
Try asking someone who grew up in the 80's:
Do you remember when MTV played nothing but music videos?
You are sure to get a smile in return.
The key to making this work is knowing your audience. Reminiscing about 1980’s MTV goes over the heads of anyone under forty years old.
An Alternate Approach
You can also take advantage of this approach when communicating to an audience of a different generation. Tell a story through the voice of a parent. Tell it through the voice of your child or someone close to you. Only your creative approach limits you. It may not be as powerful as a personal shared experience but it still works.
Here’s an example:
“When I was ten years old I remember how excited my dad was when they installed our first cable box. It had switches, buttons and a wire that connected it to our television. Do you remember those?… Now, as a thirty-six year old parent with a ten year old of my own…”
It reminds every sixty-something instantly of the 1980’s. The ending connects the thirty-six year old to the sixty-something through a shared experience
Nostalgia can serve as a powerful tool when you lack true shared experiences with your audience. It may not always fit but keep it as part of your arsenal.
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