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."

_________________________

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