“All literature consists of whatever the writer thinks is cool. The reader will like the book to the degree that he agrees with the writer about what’s cool.” – Steven Brust, Born Nov. 23, 1955. This quote is either more authentic or more stupid, depending on whether you think that stupid hat Steven Brust wears […]
Most Writing Is Lame Because The Writer Forgot To Make It Cool Read More »
“Let every man feel that he is the architect and builder of his own life, and that he proposes to make a success of it by working.” – Heber J. Grant, Born Nov. 22, 1856. Really, though. The key part here is “let every man feel” – whether they really are or not. Let people
Make People Feel Like They Are In Charge, And They Will Obey… Read More »
“There is a saying that every nice piece of work needs the right person in the right place at the right time.” – Benoit Mandelbrot, Born Nov. 20, 1924. That’s what I like to make: a nice piece of work. The right person is you, the reader, the viewer, the receiver of my offer. As
Good Copy Always Feels Like It’s Happening Right Now Read More »
“The only way to advertise is by not focusing on the product.” – Calvin Klein, Born Nov. 19, 1942. The art and skill and magic and OOMPH of writing promotions comes from the stuff you do that has NOTHING to do with the product itself. The product is just a token of value. It carries
No One Wants To Buy Your Product – This Is What They’ll Pay For… Read More »
“Human vocabulary is still not capable, and probably never will be, of knowing, recognizing, and communicating everything that can be humanly experienced and felt.” – Jose Saramago, Born Nov. 16, 1922. Jose is talking about how even the best writers can find themselves incapable of expressing the full range of human emotion. And that’s arguably
Explain To Others How They Feel When Their Own Words Cannot Express It Read More »
“A liar begins with making falsehood appear like truth, and ends with making truth itself appear like falsehood.” – William Shenstone, Born Nov. 13, 1714. If you’re reading this and the word “liar” makes you feel all squicky to the degree that you can’t stand it, you might not like this conversation. Because marketers are
Make Your Solution Feel Like a Life Preserver to a Drowning Swimmer Read More »
“Language is legislation, speech is its code. We do not see the power which is in speech because we forget that all speech is a classification, and that all classifications are oppressive.” – Roland Barthes, born Nov. 12, 1915 Something vital to keep in mind when you are a persuasive writer is this: You are
The Illusion of Choice is Beneficial Oppression Read More »
“The moment kids start to lie is the moment storytelling begins. They are talking about things they didn’t see. It’s amazing. It’s a wonderful moment. Parents should celebrate. ‘Hurray! My boy finally started to lie!’ All right! It calls for celebration.” – Kim Young-ha, Born Nov. 11, 1968 The basis of persuasion is storytelling. And
Persuasion Is Storytelling and Storytelling is Telling Lies Read More »
“Any fact is better established by two or three good testimonies than by a thousand arguments.” – Marie Dressler, Born Nov. 9, 1869. Let me tell you a secret that most copywriters won’t share. There is nothing you or I can create or cleverly state that will be as easily believed as a good testimonial
When Your Buyers Testify, They Sell For You Easily Read More »
“As a writer, I’m more interested in what people tell themselves happened rather than what actually happened.” – Kazuo Ishiguro, born today, Nov. 8, 1954 Just because something isn’t REAL doesn’t mean it isn’t TRUE. Emotion is not REAL – it isn’t physical. It isn’t detectable by anyone outside of the one experiencing it unless
Something Doesn’t Have To BE True If It FEELS True Read More »
