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.

________________________

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

________________________

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?
   
   

_________________________

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”.

Things Real People Don't Say About Branding

Marketers can lose the ability to react to branding in the same way that "normal" people do ... and sometimes our insider way of viewing and evaluating copy and design takes us too far away from communicating effectively with those we want to influence and persuade.

     

 

______________________________

Give Credit Where Credit is Due: Before you celebrate me for these, know that I stole borrowed them for your amusement from Tumbler where a number of folks (who I assume are on the advertising/marketing hamster wheel) submitted them. They are individually credited there.