I Couldn’t Believe His Answer to This…

How’s your week been going so far? It’s going to be another hot one here, or it will be soon.

Let’s get to it.

After my brother told me a pretty funny story (which I may save for the subject of another post), I remembered something else he said that I thought was pretty funny.

I actually remembered this in the shower (which is why all marketing departments should install one–or at least make it so that their creative employees can put warm water and/or steam over their heads to stimulate brain activity–just my opinion).

Anyway, we were horsing around one time and he fake-shot me with a finger gun or something (this was years ago).

And I said, “What? You’d kill your own brother?”

His answer? “It depends.”

After being shocked/amused about this for quite a long while (and making him endure more than a few repeats of it just to attempt to make him miserable), I finally asked him why he’d said that.

“You didn’t say if it was an accident, or if there was a zombie apocalypse.”

Hmm. Okay.

That’s really similar to writing itself, actually, whether it’s fiction or copywriting (or both), that you’re into.

If your fictional hero needs to get into the castle, how many different ways are there?





Sneaking in the side door?

It’d depend on the universe you’ve built around the hero and castle. Maybe they let him walk in just to ambush him. Or because he planted a sun seed 3 1/2 years earlier, on the twelfth night of summer, the seed sprouts and breaks the castle wall open, or what-have-ya.

If you’re writing email copy or something else, a product or service has many different features that have many different benefits for the consumer…and you can emphasize any number of them, or a combo, to try to get interested prospects to see that buying it and making it part of their life is the only logical choice.

So if you get stuck on an angle for a piece of copy or story, zoom out and see what you’ve got. You might be able to find a solution among all those pieces.

Until next time,



About Ty Mall

Thanks for stopping by. I've almost always been interested in writing, among other things. Along with discovering pop culture, I've uncovered a lot about the craft over the past 10 years. And whether you're a fiction writer or email copywriter, I'm here to pass on what I've found out. And have a ton of fun in the process.
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