Mary Had a WHAT???!!!
The unaware communicator may face a major curse – his or her own education.
This can lead these smart cookies to call upon a vocabulary that does not match their prospect’s … (Think “stochastic” or “obfuscatory” or “insidious” or “fustian!”) … causing them to ignore one of the tenants of effective communication: Those who know the big words may know the little words, but those who know the little words may not know the big words.
We should seek clarity, not admiration for our expanded rhetoric. When our prospects feel we’re showing off, response drops. And response is the way we keep score.
If you’ve been salting your prose with exotic, esoteric verbiage, you might have written the children’s poem “Mary Had a Little Lamb” with an eye on the mirror instead of an eye on the window.
Watch copywriting legend Herschell Gordon Lewis in action at the 2007 FastTrack to Copywriting Success Bootcamp:
If you’ve never had the opportunity to meet Herschell or hear him speak in person … you’re in for a treat this November! At AWAI’s annual FastTrack to Copywriting Success Bootcamp, Herschell will reveal his proven creative tips and techniques you can use immediately to increase the pulling power of your copy. A past Bootcamp favorite, Herschell is delightfully charming in person and an extremely informative, yet entertaining, speaker.
Learn more from industry legend Herschell Gordon Lewis with AWAI’s newest program, Creative Rules for the 21st Century – your definitive guide to the latest, most up-to-date techniques, formulas and rules for writing powerful, persuasive copy — including new copywriting “tricks” never before in print!
In this brand-new, 239-page program, he shows you …
- What’s working on envelopes today … and what not to say.
- Why you shouldn’t use “Dear Friend” anymore – and 14 suggestions of what to use instead.
- Three little words that immediately melt the reader’s objection to a statement he might otherwise reject.
- What never to put on a lift note – a common mistake that destroys its impact.
- Six appeals to use when writing to seniors … 12 “no-no” words to avoid when writing a fundraising appeal … and 12 “power words” that get donors to respond.
- Why the staple of sales letters for the last 50 years — the Johnson Box — is dead … and what to use instead.
- Rules for Internet copy … what not to use in email subject lines … and a simple device to boost response in email marketing copy.
- Something you should never do in direct-response print ads or direct mail … but which can help your email message bypass the spam filters.
- Why “20-year guarantee” outpulled “lifetime guarantee” in a test … why you should never use asterisks or footnotes in sales copy … and what works even better than facts when you have to back up a claim.
And so much more!
In Creative Rules for the 21st Century, Herschell shows you how to be in command of every word … every nuance … and every reaction by your reader. And he gives you dozens and dozens of examples to boost the power of your copy.
This is the most timely, up-to-date copywriting resource you’ll ever see … Order today!
Creative Rules for the 21st Century: $199