“Sir, in my heart, I know I’m funny.” Lt. Steven Hauk (Good Morning Vietnam)
Consider these two examples from an imaginary lonely hearts column:
#1 - “Single biker, 50, seeks fun and friendship. Enjoys, wine, good food and staying in evenings. Great sense of humour!!!”
#2 - “Fat, penniless biker, 50, with drink problem seeks blonde bombshell, 20, for no-strings relationship.”
The first advertiser ‘tells’ us he has a great sense of humour; the second advertiser ’shows’ us. OK, he may not end up with the girl of his dreams, but he’ll definitely attract more attention. The first ad is a baseless claim; the second proves its case.
The #1 most important rule of writing marketing copy, then, is SHOW. DON’T TELL.
This rule applies not just to copywriting, but to all forms of writing, non-fiction and fiction included. Ask any publisher and they’ll tell you that out of the vast quantity of manuscripts that land on their desks in any one year, just a fraction of one percent actually make it through to publication. The rest end up in the recycling to form the basis of yet more dud manuscripts, ad infinitum. Sadly, the same fate awaits most marketing and ad copy.
Why is this?
It’s because, almost without exception, every one of them is telling and not showing. And it’s the biggest reason by far why most new authors fail to find a publisher. Don’t take my word for it. Ask any editor or literary agent. Or try it for yourself: pick up a book by, say, F. Scott Fitzgerald. Open it at random and read any paragraph. You can bet your life he’ll be showing and not telling. Now try the same exercise with a Mills & Boon pot-boiler. You get the idea.
Apply the same principles to your marketing copy and you’ll see a dramatic improvement in results. Take your lead from the masters.
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Marketing – Kent Austin
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