When writing ads, emails, articles, video scripts, commercials, social media posts, sales letters – anything – your first goal is to get attention.
Next, and this is what I wanna talk about today, you gotta get your idea across. Not just any ol’ way though. Not if you wanna make millions of dollars. Nope. To do that, Pedro Prospect has to see it as you see it. He must be able to visualize what you’re sayin’ so clearly, that he can build it in his own mind – brick by brick – like a child would a Lego tower.
Well, the mind thinks in pictures. And, you know the saying “a picture’s worth a thousand words?”
Yeah, well, take it times 10 when what they’re seein’ is influenced by your words, but painted with their imagination. That’s some pretty potent sh*t right there.
So how do we pull this off?
It’s simple, but nobody ever does it. What you do is, you mix your message with stuff your audience is already familiar with.
For example, if your product is satisfying, say:
It’s as satisfying as sinking a 15-foot putt on the final hole.
If it’s reliable, you could say:
It performs when you need it most – like a home run with the bases loaded.
If your service solves a difficult problem, you might describe that problem like so:
It’s annoying, isn’t it? Like trying to type wearing boxing gloves.
Or, one of my personal favorites, if it brings joy – and you wanna be edgy – you could say:
You’ll be happier than a two-peckered puppy at a bark park.
You get the point. Bring your words to life. Tell stories. Use analogies, metaphors, similes. If you don’t know the difference, don’t worry, neither do I.
The takeaway is this:
Make ’em nod, smile, laugh, tear up, get a lump in the back of their throat… by using vivid imagery.
Or, keep trying to bore ’em into buying like everybody else. Up to you.