Maybe you got into this because you love writing and “marketing communications” seemed like the obvious fit.
Don’t be offended, but your writing is going to waste if you’re not using it to build vision!
There’s a reason most of the people within a 5-mile radius of you would rather watch the news than read it. And, no, it’s not because they’re “lazy.” Actually, we’re all more visual than we realize.
Pictures are indeed worth a thousand words, but paintings are worth millions!
So, Picasso . . .
The next time you write—paint. Think “viewers” instead of “readers.”
The best copywriting uses words like windows for the mind to fly right on through . . .
It should feel like seeing. It should make them forget they read anything at all.
Snap your images together like jigsaw puzzles.
Write mountains, not subheadings. Valleys, not paragraphs.
