3 Examples of Writing Virtuosity

In just a few words spread over a few pages, Patricia Cornwell, in her book "Predator", expertly demonstrates 3 writing tools:

the metaphor

On page 32, Cornwell writes: "Wind gusting from the bay sounds like silk whipping, reminding her of silk stockings whipping on a clothesline,"

relate-ability

Cornwell continues: "although she has never seen silk stockings on a clothesline or heard what they sound like in the wind."

the call back

Seven pages later on page 39 Cornwell writes: "Lucy lies awake listening to the eerie whining of the wind, trying to figure out exactly what it sounds like, deciding it doesn't sound like silk stockings after all, but like something distressed and in pain."

Patricia Cornwell (1956-) is and American crime writer best known for her best-selling novels featuring medical examiner Kay Scarpetta. Cornwell has sold over 120 million copies in thirty-six languages in over 120 countries and authored dozens of New York Times bestsellers. Her earlier work includes "Postmortem" - the only novel to win the Edgar, Creasey, Anthony, and Macavity awards and the French Pix du Roman d'Aventure in a single year.

Patricia Cornwell

Oops!

It's happened to us all.

The embarrassing typo.

Here's one of mine:

The word was supposed to be "shift"

I wrote (and submitted) the word without the "f".

The line was supposed to read: "A subtle shift can have a major impact."

I didn't catch it.

The designer didn't catch it.

The client did.

Before it was went public, thank goodness.

Everybody had a good laugh, but I was mortified.

The Story Spine

This is Ken Adams' Story Spine:

It's part of Pixar's writing culture.

Monsters Inc. Finding Nemo. The Incredibles. Yeah, that Pixar.

It's a great start for story telling.

"In storytelling, the timing of ideas and actions is important to the audiences' understanding of the story." - John Lassiter, previously the chief creative officer of Pixar Animation Studios, Walt Disney Animation Studios, and Disneytoon Studios.

But it's just the start.

Andrew Stanton, writer of Toy Story, Finding Nemo, and Wall-E, adds, "Make me care. Please -- emotionally, intellectually, aesthetically -- just make me care."

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Here's another post about Pixar you should find interesting: I Learned It All From Pixar

Uncover Your Competitive Edge: Crafting a Unique Selling Proposition (USP)

All businesses face fierce competition and must differentiate themselves to succeed. One powerful tool for achieving this is the Unique Selling Proposition (USP). A well-crafted USP defines what makes your business unique, valuable, and desirable in the eyes of your customers. 

What is a Unique Selling Proposition (USP)?

A Unique Selling Proposition (USP) is a clear and concise statement that communicates the unique benefits and advantages of your product or service compared to competitors. It answers the fundamental question: "Why should customers choose your business over others?" Your USP should not only capture your business's distinctiveness but also resonate with your target audience, leaving a lasting impression.

Steps to Develop Your USP:

1. Understand Your Target Audience:

• Identify your ideal customers and their pain points.
• Research their preferences, needs, and aspirations.

2. Analyze Your Competitors:

• Assess your competitors' strengths and weaknesses.
• Discover what sets you apart from the competition.

3. Identify Your Unique Features:

• Determine what aspects of your product or service are exceptional.
• Consider factors such as quality, price, innovation, or convenience.

4. Define Your Value Proposition:

Pinpoint the specific benefits your business offers.

Focus on how these benefits meet your customers' needs and desires.

5. Craft a Concise Statement:

• Develop a short and memorable statement (usually a single sentence).
• Emphasize what makes your business unique, addressing a customer pain point.

6. Emphasize Benefits, Not Just Features:

• Your USP should highlight how your product or service improves customers' lives.
• Clearly communicate the value customers gain from choosing you.

7. Test and Refine:

• Share your USP with a small group of potential customers for feedback.
• Refine it based on their insights and reactions.

8. Integrate Your USP into Branding:

• Ensure your USP aligns with your brand's mission and values.
• Incorporate it into your marketing materials, website, and advertising campaigns.

9. Communicate Consistently:

• Your USP should be present in all customer-facing communications.
• Maintain a consistent message across all platforms.

10. Monitor and Adapt:

• Continuously assess the effectiveness of your USP.
• Be prepared to adapt it as your business evolves and customer preferences change.

Examples of Successful USPs:

Apple: "Think Different"

USP: Innovation and creativity in consumer electronics.

Domino's Pizza: "You Get Fresh, Hot Pizza Delivered to Your Door in 30 Minutes or Less or It's Free!"

USP: Speedy pizza delivery.

Volvo: "For Life"

USP: Unmatched safety and longevity in every vehicle.

M&M's: "Melts in Your Mouth, Not in Your Hands"

USP: A chocolate that doesn't make a mess.

FedEx: "When it absolutely, positively has to be there overnight."

USP: Reliable and fast package delivery.

BMW: "The Ultimate Driving Machine"

USP: Exceptional driving experience and performance.

Geico: "15 Minutes Could Save You 15% or More on Car Insurance"

USP: Quick and cost-effective insurance quotes.

Head & Shoulders: "You Get Rid of Dandruff"

USP: Effective dandruff control.

Bounty: "The Quicker Picker Upper"

USP: Fast and efficient paper towel absorption.

Subway: "Eat Fresh"

USP: Fresh and customizable sandwich options.

Walmart: "Save Money. Live Better."

USP: Affordable prices for a better life.

Nike: "Just Do It"

USP: Empowering athletes and promoting a can-do attitude.

Amazon: "Earth's Most Customer-Centric Company"

USP: A vast online marketplace with an emphasis on customer satisfaction.

 

A compelling Unique Selling Proposition (USP) is a crucial component of your business's success. It sets you apart from competitors, captures the essence of your value proposition, and resonates with your target audience helping them recognize your unique worth in the market. Your USP is your competitive edge, so make it count.

PS “To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. Not true. What you must do is look inside the prospect’s mind.” - Al Ries and Jack Trout

 

Well that sucked. Let's do it again.

About 6 months ago, I decided to post to my blog daily instead of weekly.

After a couple of months, I. went back to weekly posting. I already put enough pressure on myself to produce quality work on deadline for clients and for my own businesses. The additional pressure to write a daily blog post was too much. Threw off the balance of things. Weekly was the right cadence for me.

So last month I did the daily posting thing again.

Huh?

It's good to push yourself out of your comfort zone.

So, I pushed forward to exercise my writing muscle.

And my self-discipline muscle.

And this is the 26th daily blog post since February 5, 2024. Well, more like 5 or 6 posts a week. But that's close enough for this journey.

And although I still feel that weekly is the right schedule for me, I feel good that I pushed my limits and stepped up and did this ... again.

The lesson you should take from this? Dunno. This was all about me. I got the message I apparently needed. If you get one, fine. If not, there are lessons lurking everywhere ... keep your eyes open for those that open your eyes wider.

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NOTE: This blog post (and perhaps the previous 25) are dedicated to George Tannenbaum who posts on his AdAged blog every day. And has been since 2007. A total of 6,244 blog posts. Yes, 6,244. That's what motivated my first daily posting experience. The one that reminded me that I'm no George Tannenbaum. Which isn't a problem. I see him (and his posts and posting schedule) as inspiration not competition. I'm a damn good me. And I'm quite happy with that. And I'll never again post to my blog daily. Unless I do.

What can a podiatrist teach you about writing?

 

When a podiatrist (foot doctor) is talking to a patient, instead of using the word "hallux", they say: "big toe".

Even though "hallux" is the proper term they learned in Med School.

'Cause they want their audience to understand what they're saying.

The next time you pull a fancy word from your mental thesaurus, channel the podiatrist communicating with their patient.

A Tip of the Hat

 

The most unorthodox book recommendation yet.

That’s how Eddie Shleyner characterized one of my answers in an interview.

“What book has helped you the most over your career?”

Not fair to make me choose, Eddie. 

One is definitely “The Cat in the Hat”. Dr. Seuss totally understood his audience and was a master of using simple, active words to engage his readers with fun stories. I also like the subversive nature of the book.

Most unorthodox? Out of around 6-dozen? I’ll happily wear that as a badge of honor. Thanks, Eddie.

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Read the full micro-interview: https://www.verygoodcopy.com/microinterviews-3-1/scott-frothingham

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Dr. Seuss (Theodore Seuss Geisel) was born on March 2, 1904. Dr. Seuss Day is held annually on the school day closest to his birthday. The day promotes reading for children and is primarily known as Read Across America Day.

The Big Six

 

Before finalizing your headline, Clayton Makepeace suggested asking yourself these 6 questions:

1. Does your headline offer the reader a reward for reading?
   
   
2. What specifics could you add to make your headline more intriguing and believable?
   
   
3. Does your headline trigger a strong actionable emotion the reader already has about the subject at hand?
   
   
4. Does your headline present a proposition that will instantly get your prospect nodding his or her head?
   
   
5. Could your headline benefit from the inclusion of a proposed transaction?
   
   
6. Could you add an element of intrigue to drive the prospect into your opening copy?
   
   

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Clayton G. Makepeace (1952-2020) is considered by many to be one of the most talented and effective copywriters of all time. Some of the most iconic headlines in copywriting history are his, including: “7 HORSEMEN of the Coming STOCK MARKET APOCALYPSE” … “Shameless Two-Faced S.O.B.s!” … and, “Health Breakthrough News — Cholesterol’s EVIL TWIN”.