The Next Time You Sit Down to “Write” Your Marketing—Don’t!

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.

Healthcare Marketers Should Love the Domino’s Pizza USP

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.

10 Steps to Magic Copywriting

Copywriters are often accused of using secret techniques, mental conditioning, and outright magic tricks to get ahead. But how much of that’s true? EVERY WORD!

10 Steps to Magic Copywriting!

1. Learn more about whatever you’re selling than whoever made it. Write all facts by hand on 200, 300 flashcards—whatever’s needed.

2. Write your worst headline ideas on another 100 flashcards. When you run out—why would you ever run out? What’s wrong with you?

3. Read your hundreds of flashcards. Flex your fingers. Crack your wrists.

4. Read your thousands of tattered notes from the great masters who suffered at their typewriters before you. Remember how Ogilvy trashed 104 headlines before writing “At 60 Miles An Hour.”

5. Bounce a tennis ball back and forth on the walls while mouthing memories from your flashcards like mantras.

6. Demand complete and utter silence from your environment. Ban the internet. Stuff all gadgets in the cupboard. If you hear your heartbeat, beat your chest and hiss “Quiet!”

7. Go outside and cry. Fall to your knees. Say you’ll be good from now on, say you never meant any of it, ask only to be given this one more, just this one more time—

8. When a perfectly formed idea emerges out of that boiling soup you call a mind, cackle “Thanks, I owe you one!”

9. Write, then repeat steps 5 – 8 as needed until it’s all done.

10. When others ask how you do it: “Magic.”