Things Sing, Poetry Sings, Copy Should Too

"As an art form, poetry predates literacy. With its roots in the ancient Greek word for "I create," poetry has served as a way to pass knowledge and story in cultures throughout the world. It is vocal creation in its earliest form...When it was inextricably tied to performance, poetry relied heavily on sound and rhythm to be transmitted effectively." - from Vision Magazine, "Oral Traditions" issue, August 2006

A friend sends me to his business' Google AdWords landing page. What do you think? he asks. (I think as I said your thing must sing.) Songs are primal, ancient, closer to pure essence in that they precede thought. I know my friend's business, and his copy missed the mark. I jot back an email:

I am getting wickedly picky even though my own writing is not always up to par.

In fact, I look for writing that blows me away. Attention is so scarce...even if someone lands here it's not juicy enough to capture me, whisk me away...we all skim stuff unless it stops us still in our tracks.

Seduce them [I know my friend well enough to know he understands this as unmanipulative; more like woo me, romance me, charm me]. You've got it easy compared to so many yawn companies/product categories - [biz category] is sooooo sexy already. Inspire desire.

There is so much romantic sensual copy in [I mention category magazine] adverts, the expectations are pretty high.

Lately, this is marketing writing I've noted online - and I'm barely online these days - that is notable and compelling. They speak for themselves:

• I don't think I can ever eat another loaf of bread and be satiated after their Roasted Garlic. I'm thoroughly spoilt now. Horrid pun: I'm pining for more, but I won't get to farmer's market until Sat: http://www.baybread.com/pine.php
• This too (Click on "About"): http://www.modernspiritsvodka.com/
• This too: http://www.theworldwidegourmet.net/fruits/pitfruit/loiseau.htm
• And this (wickedly expensive candles, highly seductive packaging, I've been mesmerized in boutiques myself. Click on "An Invitation"): http://www.dlcompany.com/Site/dlhome.htm

Write a story, trust me, short & sweet & simply evocative of feel-and-sense-of-it about ONE of your clients that loved your stuff. Call them Harry & Sheila - change their names, it's okay, but stay
true to the experience - and evoke the EXPERIENCE.

Keep it short. But breathtaking.

I can help, but I don't have a true authentic nugget of a story to even start with, so take your first shot.

- E

p.s. Of course the only way to inspire desire is to be inspired.

image Troubadours, some of the early poets sang ballads and as one can see were definitely inspired by the muse. Visiteurs is a painting (limited edition prints and original available).

Comments

[rama]

Dear Friends

Greetings!

I am happy to inform you that I have self-published a collection of my poems
on the internet.

This is accessible at:

http://inheritance-poesy.blogspot.com/

I would like to invite you to visit the site!

Thanks and best regards
rama

[rama]

Dear Friends

Greetings!

I am happy to inform you that I have self-published a collection of my poems
on the internet.

This is accessible at:

http://inheritance-poesy.blogspot.com/

I would like to invite you to visit the site!

Thanks and best regards
rama

[rama]

Dear Friends

Greetings!

I am happy to inform you that I have self-published a collection of my poems
on the internet.

This is accessible at:

http://inheritance-poesy.blogspot.com/

I would like to invite you to visit the site!

Thanks and best regards
rama

[steven e. streight aka vaspers the grate, on the edge of evening]

Yes, blog text must SING. Why didn't I think of that?

A beautiful sentiment from a beautiful she-blogger.

Keep up the good metaphysical work on the blogosphere.

[Marilyn]

"With its roots in the ancient Greek word for 'I create,'..." I didn't know that...thanks.