What Is It...?

Most people know that one of the great secrets of great copy is to write in a kind of everyday language your prospect uses.

But there's more to it than that.

Writing copy is a bit like writing the script for a screenplay or the dialogue for a novel.

You want it to sound like a real person is talking but if you ever listen to a real person talking you realize very quickly that they stammer, they pause, and a lot of what they say is just empty, boring filler.

When you write copy you need to employ the writer's trick of making your copy sound like ordinary language while you pack it with emotive, powerful words and images way beyond ordinary conversation.

Good copy like this can't be contrived.

It just flows out of you when you're in the right emotional state.

But how do you get to that state?

How do you quickly get to a point where you can write in the style of every day language yet strike with emotional blows that leave your prospect reeling?

It's actually pretty simple...

I know it sounds too simple but try it for yourself.

Here are three great speeches - the first from the movie "Meet John Doe" as my "Christmas" message to you.

The second is a profoundly moving speech from the movie "On Any Given Sunday".

The third speech is Martin Luther King's "I have a dream".

You'll be amazed at how listening to these speeches can open up your writing "muse" and get compelling copy flowing out of you.

Best of all these 3 videos are great watching even if you never write a word of copy...



Meet John Doe - Wake Up John Doe (7 minutes 56 seconds)

On Any Given Sunday - Winning By Inches (4 minutes 32 seconds)
(Now here's a call to action!)

Martin Luther King - I Have A Dream (17 minutes 27 seconds)
(If you haven't heard this speech you are seriously stunting your knowledge of history and your writing skill.  Probably the greatest speech in modern history).

Please drop me a line and let me know how this powerful technique works for you.  My best wishes to you...

Contact Andrew Cavanagh