Scanning
Books in an Old Bookstore is Fun. But
Why?
Copywriting
. It's
tough. It's at the heart of the human
communication experience and sometimes
less is more. You don't have control
over when and where they will read it,
but if you have effective copy, they
will take it with them to a place that
is quiet where they have a moment to focus
on what you have to say.
Like in
an old bookstore, they search for that
quiet moment to digest your thoughts.
Think about the smell of an old book.
The leather binding. The weight. The
illustrations inside that are a hundred
years old. That leap of joy you feel
inside when you get a really good find
in that bookstore is why you go back,
over and over. You want the experience
again.
You have the same power in your copy
.
Writing is timeless and permanent. Just
because you are in business, doesn't
preclude your business writing
to be boring, dry,
and filled with data. Really, let's be
honest. You care about your data a lot.
But do prospects? Have fun with your
copy. Take them somewhere. Give them
something. An experience. A tip. Something
they will enjoy or can use. Make them
excited to read it. Maybe even a hundred
years from now.
