This is the eleventh in a 12-pack of simple, short and useful tips to help you write more better today.
Tool Eleven: First - Write a Letter.
Why is it that when we write ads, we tend to lose our humanity? The most cordial and authentic of us shed that which makes us fine friends, and
we become ogres and trolls for hire - blunt instruments of shill.
Unblunt yourself. The next time you feel your ad growing with the bloat of adspeak and unsubstantiated claims - stop.
Stop writing the ad. Instead -
write a letter.
Write a letter (or email) to one specific person about whom you care deeply - could be any friend or relative - about the product or service. Persuade him or her to purchase.
You'll sound real. You'll have had to do your research beforehand to prove yourself convincing.
Don't be afraid to rolling-start the letter by first writing about your personal life and where you've been and what you're doing to ease into the product/service recommendation.
Last year, I found myself stuck in such a situation for a client.
I wrote a letter to my father.
Then, I produced our most successful ad of last year. (link goes to mp3 audio)
Dear Reader,
I wish you the same success by writing to one person who matters to you - stripping away the fakery and sounding simply real and simply you.
It's why word-of-mouth works so well, and it's why your post-letter ads will do the same.
Warmly,
t
Tool One: Listen.
Tool Two: Use Better Verbs.
Tool Three: Study Great Writers.
Tool Four: Three Shots of Adrenaline
Tool Five: Embrace Notebook Moments.
Tool Five Redux: Notebook Moment Hall of Fame
Tool Six: Write in the Language of the Customer.
Tool Seven: Show. Don't Tell.
Tool Eight: Call Courage Your Friend.
Tool Nine: Critical Opinions and How to Have Them
Tool Ten: To Thine Own Editor Be True
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