How was your weekend? Mine was interesting…hung out with friends and family, that kind of thing.
Anyway, let’s get to it.
When I’m on Facebook, I try to keep track of who reacts to stuff that I post on there. I’m in several entrepreneur groups, and one of them had the classic “just what do you do?” type of thread, so I posted my stuff in there. And one woman liked it. So, I sent her a friend request.
Here’s the thing, though…
I looked at her profile and saw that she had a friend anniversary with someone for 10 years. That’s a pretty long time. But if I’m not mistaken, she said she’d known her friend for a lot longer.
Probably met him in person, or maybe even knew him before Facebook was even invented (it’s only about 13 years old).
All of this got me thinking…
Just like these two people have a friendship outside of Facebook (which probably should be the subject of another post altogether), your copy and fiction should have the same “off Facebook” type vibe.
I mean that there should be implications below the surface so you don’t have to tell everybody everything all the time. You can be telling them one thing, while showing them something else.
So that they’re led to the conclusion you’d like them to have (like discovering who the evil magical kidnapper is), so that by the time you say it, all the pieces will fit together in their head, and they knew they should have known all along.
A careless word here, a “but why do they really know that?” there, and things start coming together.
If you’re writing copy for yourself or your client, you can do the same thing, especially since features and benefits work off of each other well, and usually spawn more of one another. If using a service means they get something done in half the time for half the expense, what does that mean for them in their life?
Well, if they get done faster, they can do other stuff too, so they’re more efficient. They’re saving time and money, which looks good to their boss, if they have one. That also means they can go home to have a life there and not be stressed out and exhausted, and maybe see their kids grow up, if they have those. The boss looks good to his boss, and the company looks good to shareholders, because they’re doing more with less.
All because of one thing that one person decided to do.
Ideas are like mushrooms sometimes–give them a dark place to chill out and they keep making more of themselves.
I beat the show don’t tell drum a lot, and try to implement it. For some reason, there seems to be so many different things that pop up and remind me of how useful and powerful it really is.
Or maybe it’s just me.
Until next time,