The problem in Florence

You can find copywriting everywhere if you squint long enough.

Example: How do you convince the older citizens of a small college town in north Alabama that walkable neighborhoods is better for them — the group who fights change the most?

Joel Anderson is leading the development of the West Village, the first walkable neighborhood in Florence, Alabama and possibly north Alabama.

This development is only a few miles away from where I live, and I also have my name on the waitlist.

The problem Florence faces right now is that it’s on the precipice of a new age. A clash of ideals you could say.

The older generation likes their cars and parking decks, while the young remote workers (who the local government are targeting with funding programs) would like for the Shoals area to have more accessibility, walkability, and flexibility in how you get around.

I agree with younger crowd. Florence has the potential to be a small American town with the work-life balance and access to community like any European paradise you can think of.

But how do you get the other side on board?

It’s a practice in copywriting, and persuasion, that starts with showing them how useful it is to get more drivers off the road — leaving more space for their supped up trucks to take up.

It all comes back to this copywriting fundamental: know you audience.

The remote workers are already don’t need more pushing, they already want it.

So the job is now convincing the older generation that new ideas and ways of life coming to the Shoals is a benefit them first before everyone else.