![]() We can then nurture relationships with people like you by sending more content you’ll find helpful. The ebook is a valuable exchange – we offer free information and advice in exchange for potential clients’ contact information. (Here’s where I plug our free ebook that references developing your marketing strategy and defining your audience: “Misguided Marketing: The Biggest Mistake Business Owners Make And How You Can Avoid It.” Why reference this? Well, if you haven’t downloaded it already, I hope you will. If you're a small business owner or a marketer for a single company, your tone may not vary much from piece to piece as you’ve probably already established who your audience is and how to talk to them as part of your marketing strategy and brand. Once I know my objective and my audience, I can easily decide on a tone.Connection to my audience in writing is everything!) Like, the audience becomes a step removed, hidden behind this screen, where they can start playing with their iPhones rather than listen and I might start saying things without feeling accountable. “Who am I talking to?” (And by “talking” I obviously really mean “writing” – but it helps me to think of it as “talking.” “Writing” seems to place a barrier between me and my audience.I want to share insights around something I’ve worked hard at for years so that 1) we at KickFire deliver great educational content like we’ve promised so that 2) we build more trust with clients and potential clients, thus securing more leads and contracts, and heck, 3) I want to feed my need to create art! Well, I want to provide an entertaining piece that also educates. Lists are nice because they make ideas linear and easier to digest.) For this piece, my map goes like this: (oooh… a list. So, like I said above, for me, copywriting generally begins with a quick mental map of my message. (And maybe by now, you’d prefer that… but I shall proceed with my plan!) No forethought of what I’m going to say – because once I do that, the link is broken and I’ve kicked you out of my brain. So, as you can tell, I’m directly linking my mind to this digital sheet of paper. Recognize the root “simil” in “similar” and “simile?” It comes from the Latin meaning “like.” Fun.) Anyway, can you see how much fun you can have with literary techniques like sibilance or alliteration, similes or metaphors? Use ‘em!) Holy cow. For me, it created more of a whispering, blowing sound – as if the words going through my head were flowing out of my brain like a whispering wind (that’s a simile – when something is “like” something else. Like this: “The slithering snake hissed as it struck the hysteric wizard.” But I didn’t get that from my phrase. It’s often used to connote anger, hatred… Voldemort. ![]() Sibilance can result in a “hissing” sound. (Hmm… I just used the words “starting” “seriously” and “simultaneously” – I could go for some sibilance here, which is a specific type of alliteration where soft consonants like the “s” sound are repeated.) So, seriously, starting now I’m simultaneously writing as I think… (Hmm. So, I’m starting from the beginning and simultaneously writing as I think, seriously. Does that make sense? I’d be blatantly skipping steps in this article and not allowing you inside my brain like I said I would – like a liar! See, if I were to do that, I’d already betray you because I’d artificially and strategically choose what my mind’s process is and how to communicate it to you. Well, if I’m truly taking you on a journey through my writing process, I couldn’t start the way I normally do – mapping out the message before I write anything at all. But as I began to write, I realized this article would be different than any other I’ve ever written. A few days ago I had the idea that I would take you through the mind’s journey of a professional copywriter – mine, since that’s the only mind I can get inside – with the hope of giving you some valuable thoughts/tips/direction on improving your own writing skills. It’s early, I’m sitting down at my computer (taking swigs of my 32 oz mug of water) while prepping myself to write a post… about writing.
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