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Are You Asking the Right Questions in Your Copy?
Are You Asking the Right Questions in Your Copy? by Karon Thackston © 2004 http://www.copywritingcourse.com It’s a common approach to writing copy. You begin by asking questions. Why? To evoke thoughts in your readers' minds, to stir up emotions,...
Need a New Idea? Try Changing Your Perspective
One definition of creativity states that creative people look at the same thing everyone else does, yet they see something no one else does. But even creative people (which includes all of you, of course) can run into roadblocks every now and then....
The No 1 Ecommerce Solution Tip For You
The number one ecommerce solution you need to be a success on the Web is learning to write for the internet. You will be able to capture your visitors attention and hold it, otherwise it's click and off to another site.
You need to be able to put...
The Writer's Dilemma: Should You Write For Free?
*Article Use Guidelines* Use in opt-in publications, or on Web sites, but please include the resource box. Please send me a copy, if possible. Many thanks. ** Summary: If you're a professional writer, it goes against the grain to write for...
Writing Newsletters – Tricks of the Trade
Follow 10 simple rules of thumb, and you’ll soon be writing great newsletters and reaping the rewards. Company newsletters can be an amazingly successful marketing technique. Whether you want to up-sell or cross-sell, establish your brand or...
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A Copywriting Lesson from Dr. Seuss
Looking for inspiration for your next marketing communication?
Try the children's bookshelf.
Dr. Seuss has entertained young (and old) audiences for nearly
50 years with titles such as The Cat in the Hat, Hop
on Pop and Green Eggs and Ham.
The reason why his books remain so popular says something about
what makes for good writing (and reading), no matter who the
audience is.
Nouns and Verbs
Nothing keeps readers moving like strong noun-verb combinations.
If the sentence were a train, nouns and verbs would be the
engine. Adjectives, adverbs and the other parts of speech make
the train longer and slower. Dr. Seuss' sentences have strong
engines pulling light loads to keep readers moving down the
tracks.
Lots of Periods
A byproduct of eliminating the extraneous words is shorter
sentence length. Lots of periods. Paradoxically, more sentences
of shorter length increase reading speed and comprehension. Dr.
Seuss, as are many children's authors, is a champion of the
short sentence.
Imagination
Albert Einstein said, "The gift of fantasy has meant more to me
than my talent for absorbing positive knowledge." Were it not
for imagination, there would be no Cat in the Hat and no Dr.
Seuss. Imagination is the beginning of copywriting because first
there must be an idea or
concept.
Fun
Dr. Seuss' books are fun to read. They're funny, too, but that's
not the same thing. Fun to read is material that's entertaining
and effortless for readers, an excellent standard for all
writing.
Lyrical
Dr. Seuss' books are written in verse. Of course they're
lyrical. However, this goes beyond silly rhymes. There are a
sound and rhythm to the words that, like a favorite tune, you
don't mind hearing over and over. Good writing of all varieties
is pleasing to the eye and ear.
Economical
Children have short attention spans. Dr. Seuss knows how to tell
a story without unnecessary detours. Every word counts. That's
good advice for all who write copy because children aren't the
only ones with short attention spans.
Memorable
This is the litmus test for all writing. Did readers take
something away? Was their time well invested? The Cat in the
Hat is a story about having fun, even on a rainy day. Now
that's worthwhile reading.
(c) 2005 Neil Sagebiel
About the author:
Neil Sagebiel is a veteran copywriter who has served clients
such as Microsoft, The Seattle Times, Lucent Technologies, March
of Dimes, Airborne Express and Unisys. To sign up for his FREE
expert tips to help you write better and sell more, visit
http://www.neilsagebiel.com.
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