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.
Here are 3 quick things reasons why the USP Tom Monaghan chose for Domino’s Pizza works like gangbusters.
And honestly this list isn’t even exhaustive, I could write all day about this sucker.
1. His USP makes an offer. It isn’t just a description of himself or his business.
2. The offer is explicit and clear. Even a child hears it and says “Ooo!”
3. The USP breathes the scent of an image directly into your mind. Why use both “fresh” and “hot?” When brainstorming or revising your own USP, this one here is great to imitate.
“Imitate?” I don’t mean the wording, or the length. You’re not offering someone healthcare in 30 minutes (right?), and I’m not offering copywriting in 30 minutes either.
But I do mean the 3 all-important copywriting principles behind it:
1. Make an offer.
2. Make it clear.
3. Make it visual.
Now if that’s not 100% relevant to healthcare, nothing is.