How’s your week going so far? Mine’s been good. I’ve been prospecting, did a little shopping, and what-have-ya.
Let’s get to it for today, and that, uh, kinda odd title–which is actually part of what I discovered down in Missouri this year.
A good friend of mine (who I probably won’t name here) played a little joke on some girls. He got in his car with other people (me included) and drove around. When he saw a couple girls, he rolled down his window and said:
“Hey girls. I got some candy for ya.”
Let me make it crystal clear he ONLY does this to girls that he knows–and that everyone knows this is a joke (but he did get an eyeroll or three from his sister-in-law).
What’s my point? Well, without the creepy undertone, this is the goal of most writing, whether it’s fiction, a VSL, an email, or even a character sketch.
I’d hear it from a lot of different copywriters “that the purpose of the first line (or headline) of a piece of copy is to get someone to read the second line.” That’s it. And the second to the third, so on, so forth.
Until so much time has passed your reader is done with your piece and has bought whatever it is or is so excited they have to review the book. (Of course that’s ideal).
Candy is a bit generic, to be sure. Let’s dig some, shall we? Imagine for a bit that someone actually did offer you candy. There are some things you could be wondering:
- What kind of candy is it?
- Do you want it?
- Will you like it?
- Why is it for you, specifically?
- How fast can you get your hands on, unwrap, and eat it?
This is how writing should be. Readers should think that you’re writing just for them, as if you’re talking to them (like we are now).
They also want to be able to see themselves in your story or copy. They want to be with your hero as he confronts the warden who wrongfully imprisoned him, or to see themselves as the guy or girl in your copy who’s struggling with a problem (especially if they have the same problem).
That’s why characters need to struggle–hard–to overcome something (depending on the length of the story, of course).
And the readers need to be sucked in by your description, scenes, conflict, and more.
So if you’re stuck wondering what to do next with a sketch, or an email, or what-have-ya, try slipping in a little candy for the reader.
Until next time,