Did you know that when you signed up to be a studio owner, you also signed up to be a writer? Did you also know that writing is perhaps one of the hardest things you can possibly do?
Did you know that when you signed up to be a studio owner, you also signed up to be a writer?
Did you also know that writing is perhaps one of the hardest things you can possibly do?
Jerry Seinfeld (you know, the guy who’s been writing jokes for five decades) tells us in his book Is This Anything? that writing is, to put it simply, hard:
“That’s another thing I was explaining to my daughter. She’s frustrated that writing is so difficult, because no one told her that it’s the most difficult thing in the world. The most difficult thing in the world is to write.”
But writing (more specifically, copywriting) is vital for your brand to flourish. So, yes: writing is hard. And yes: you must do it. (Or hire someone to do it.) But no: it doesn’t have to be complete torture. That is, of course, if you have a little help from your friends.
Our “friend” is Thomas Kemeny, author of Junior, an excellently written guidebook on copywriting and advertising. And here are the nuggets we’d like to share with you:
When it comes to writing advice, everyone touts the “write like you talk” ideology. In other words, most will tell you that when you write, write as if you’re speaking. It helps you sound less stuffy and more real.
But here’s what Kemeny offers:
“I’m going out on a limb here and assuming that you write Facebook statuses, tweets, emails, texts, instant messages, captions, and scribble little notes. If you’re like most young people you probably write more in a given day than talk. That’s how we communicate these days. That’s how people read. That’s how you can write. Why write like you talk? Who talks anymore?”
We have a tendency to get super formal when we sit down to write. Like we’re back in our 9th grade lit class, writing an essay for our teacher who just loves to splatter her students’ pages with red ink.
You’re not in 9th grade anymore. You don’t need to be formal. In fact, if you’re formal, you’re probably boring. And your readers won’t engage with boring writing.
So, like Kemeny tells us, write like you write. Think about how you like to write when you update your personal social media status. Or when you text a friend. Or when you tweet. Less formal. More you.
So instead of:
Join us for a live workout this Saturday. It is going to be fun and you will get a great workout.
Come work out with us this Saturday! We know you’re bored. Anything’s better than rewatching The Great British Bake Off again.
If you’re trying to sell something, beware of using other ads for inspiration. Here’s what Kemeny has to say:
“Ads are a terrible place to look for inspiration. For starters, they’re already ads. They’re also dull and have been flattened at least one round by a client. And most of them, even winning ones, aren’t very impressive.
Literature is a great place to look for reference. It is rich with intriguing language. Trees don’t blow in the wind, they wave their branches. Winter isn’t cold, it climbs into your bones and settles its icy body. Use their tricks, dig up their secrets.”
So go to your mom’s house and ask her for all your old high school literature books. And start digging. Start rereading. Play. You might find the perfect copy for your next Outdoor Bootcamp class just sitting in a dusty old Hemingway novel.
And instead of:
Work on that booty! Enroll in our 30-Day Squat Challenge TODAY!
It might look like:
Do you wish to be valiant? To be courageous? To be great? Then dare to say “yes!” to the adventure we place before you.
When you sit down to write, and when it makes sense to do so, tell your audience a story rather than spew a bunch of info. Here’s what Kemeny suggests:
“It’s bedtime but you’re not tired. All you want to do is go outside and play flashlight tag with the neighbor kids. What could focus your mind away from all of the fun in your kid-life? A story.
A story is still one of the best ways to capture someone’s attention. That’s all we are as advertising creatives: storytellers.
Long copy is the purest form of this since it’s close to a real novel page. You have the same tools as a classic writer. Even the approach and thinking is somewhat the same. Except the moral of any story you write will be to buy the product.”
So the next time you sit down to write your subscriber list an email, tell them a story.
It might look like this:
When I was in middle school, there was a physical fitness test that all students had to participate in. You had to climb a rope. And see how many pull-ups you could perform. And how many push-ups you could get in a row.
I couldn’t do anything.
I couldn’t climb a rope. I couldn’t do a pull-up. I couldn’t get one single push-up. To this day, that moment makes me sad. And embarrassed.
Your kids don’t have to feel that way. They can be fit. They can be strong. They can learn how to climb ropes and pull themselves up and push themselves up.
Adolescence isn’t easy. But if your kids are fit, it sure will be more enjoyable.
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Rather than this:
Registration for our Kids Class opens today! Enroll your kids to help them be more confident. The class is Monday, Wednesday, and Friday. Registration fees must be paid in advance. Give your kids something fun to do this summer!
Cheers to more interesting writing!