Nothing screws up your copy like your voice. When somebody else reads your writing out loud, it can ruin all your hard work. I know that sounds dramatic, so let me show you what I mean with a cringe-worthy example. (Sorry Spotify!)
Aerosmith’s Steven Tyler tells a story about John Lennon – and it contains an powerful lesson for copywriters…
One night at the Apollo Theatre in New York, James Brown turned his back to the crowd. The reason he did that is a great story you should add to your swipe file.
Thousands of teenage girls are jammed into a concert hall to watch the Rolling Stones. But up on stage the band is playing “Popeye the Sailor Man” – and nobody in the crowd has noticed.
Originality is overrated. Gene Simmons, the founder of Kiss, puts it best: “Originality is overrated. I don’t have an original bone in my body. All I do is take stuff that everybody knows and put it together.” How does Simmons decide which markets to enter? Mostly, he just lets Kiss fans tell him what to create…
John Lennon hated his singing voice. He thought it sounded too thin, so he was constantly screwing around with effects. That’s why he sounds so strange on “I Am the Walrus.” You probably do this too when you write. You think the way you naturally write isn’t good enough. Not professional enough. Doesn’t look like […]
Las Vegas casino boss Benny Binion is doing his rounds of Binion’s Horseshoe one day. He discovers a group of casino employees huddled around a slot machine combing through swatches of fabric. They’re trying to pick a new fabric to cover the slot machine stools, and they ask for his opinion. Binion thinks for a […]
It’s tempting to think: “if they can’t be bothered to read this, that’s their problem.” The problem is, you work in the real world. Author Steven Pressfield describes playing the first hole on a Scottish golf course in a howling gale. He takes his shot, but the ball sails hard right into the rough. “Sonofabitch!” he yells […]