Let me share a teary little tale of Lindsay’s Terrifically Terrible Travel Day.
About a month ago, I had a terrifically terrible travel day.
I was stuck in a small airport, for almost 8 hours straight, with not a flying planes in sight. 10 planefulls of pissed off passengers pacing in one gate area with only a pizza place and a small bar, and one tiny book stand to occupy their time. No one was smiling. Each person had missed their connection…each person was looking at a full night of no sleep at their next airport destination.
Weeping and gnashing of teeth could be heard far and wide. Myself included. I was sick, feverish and emotional. I needed to get out of the cold airport, away from the throngs of smells and voices, and into a bed.
As if from heaven itself, a friend’s voice came to me (over the phone), reminding me the truth of the writer.
“Copywriters cannot have bad days.”
You see, everything happening around me was fodder for my next email, sales page, story. All I had to do was move about the building, listening to conversations around me, watching the humans in their unnatural habitat, psychoses of all types emerging as exhaustion and frustration grew high.
Why am I telling you this?
Because I want you to think differently about the world around you…peer around you with a new set of glasses, a critical lens of the writer, the marketer, the coach. This is the way of great copy.
People ask me about tiny tactics, request fill-in-the-blank formats and checklists, want to know if you really need to delete the word “that” from all copy for all time. And there is nothing wrong with tools and guidelines…trust me, I use them too.
But what you write in those blanks…in the sales letter format of choice…the stories you tell is what connects…so go out and witness the humans of the world. Learn their stories. And write good copy.