Stories lie at the core of human nature. They're as important to our humanity as language and opposable thumbs. Storytelling doesn't belong to an exclusive group of novelists and screenwriters. We all tell stories, but some of them work better than others. Persuasive stories have a long history. In the 70s, soap operas emphasizing family … [Read more...] about How to tell a story
copywriting
5 editor’s secrets to help you write like a pro
I do a lot of copyediting, both of books and advertising collateral. I'll let you in on a secret that still surprises me, although I've seen it hundreds of times now. If you looked at the raw work of most professional writers, you'd be pretty underwhelmed. Professional writers get work because they hit their deadlines, they stay on message, and … [Read more...] about 5 editor’s secrets to help you write like a pro
Warning: Use These 5 Surefire Headline Formulas at Your Own Risk
Copyblogger is consistently one of my favorite blogs, and this article on powerful headlines is a good example of why. It's the opposite of magic bean thinking—it's about communicating effectively to make real connections. Brian Clark doesn't just give the standard advice about copywriting, he digs into why that advice works and how to use it well. … [Read more...] about Warning: Use These 5 Surefire Headline Formulas at Your Own Risk
Capturing the micro attention span
I've been very fortunate to attract a lot of attention with the Squidoo lens I created on Pema Chodron. There are usually multiple reasons why a particular piece takes off (Pema's tremendous wisdom and the power of her writing and speaking are obviously central), but I thought I'd examine one component that's relevant to anyone trying to create … [Read more...] about Capturing the micro attention span
