Copy-Cat-Copywriting

Ever hear the expression, "The devil is in the details?"

In copy, the angel is in the specifics. Your message comes alive when you tell stories, illustrated with genuine examples.

Why do we watch news magazines like 60 Minutes and Nightline? Why do we watch reality shows like Super-Nanny? Why do feature writers illustrate with very specific people?

For example, the Wall Street Journal recently featured a story about corporate parking lots. Yes, parking lots. Are you starting to doze off? I was.

But the WSJ is not written by fools. The writer opens with the story of Dave, who earned the right to park his midnight-blue Porsche 911 right next to the entrance. He is Number One in sales. And everybody knows it.

Specifics: Dave, Porsche, blue, sales. We've all known people like Dave and now we can relate to the story, whether we cheer for Dave's sales "wins" or wince at the corporate ego structure.

The best way to Get Specific is to apply the For Example Test.

You write something like, "Our service develops strong leadership."

You add, "For example, John was a wishy-washy wimp before attending our seminar. Now he takes charge and earns respect as soon as he steps to the front of the room."

You've clarified: Your service teaches executives like John to create a leadership presence. Now you go back and write your benefits more clearly.

Naturally you'll edit (most readers don't think of themselves as wimps and we don't want to encourage a new trend). And, if you do this exercise right, you end up with more examples than you'll ever need.

And while the devil may be in the details, now you're on the side of the angels.

Labels: copywritig, narratives, stories