Who Will You Follow?

Hero or heroine? Who are yours? What are the characteristics that define who we look up to and choose to emulate…in business and in life?

I am fortunate. When I first started my company, and began looking for a true marketing guru whose skill set was exceptional, and from whom I knew I could gain the expertise to become not just a good, but a great, copywriter, I found one.

In my journey to find someone who not only had the knowledge I sought, but the ability to teach it well, I discovered how important it is to choose who you follow carefully.  The characteristics of who I want to emulate as I do business include: Continue reading

Megawatt Words That Attract Within Minutes

What are the things that magnetize you to the television set?  Is it the horrific sight of bloodshed or the volcano that’s set to erupt at any moment, and you are mesmerized by the bubbling lava whose slightest change in hue is broadcast constantly?  Or…perhaps it’s the overnight sensation on YouTube, like UConn football player John McEntee dunking the football in the basketball hoop from mid-court,  or knocking the bottle off the top of his friend’s head  that catches and holds your attention.

The question is “What attracted you?”  What originally pulled your attention to the television or the video?  Well, it was probably megawatt words.   A word or words that evoked an emotion.  Maybe a friend told you about the YouTube video…and said “You should watch this, Dude” with such admiration that you were immediately sucked in.  Or a word you heard that triggered a memory of something that happened to you, or someone you knew, in the past.

Words trigger emotions.  Emotions trigger a response.  But…not all words.  Words that are ordinary, mundane, or speak to our moment-to-moment existence, do little to feed an emotional response.  For example, “The sky is blue” is unlikely to evoke the same response as “Wow, I’ve never seen the sky with so many different shades of blue…look…the blue near that dark storm cloud in the western sky is almost purple, while the sky further to the east near that snow-covered mountain top with the sunshine hitting it, is the most brilliant blue I’ve ever seen.”

Words that are extraordinary, and tell a story that capture the imagination, or the subconscious mind, feed the primal layers of emotional response, whether that response be fear or joy, with the full range of how visceral that response is.

So…how can you create megawatt words?  Where do they come from?  I have a few suggestions for you to consider. Continue reading