So, this is a little weird to admit.
But, I was telling my copywriting apprentice about a song I like by George Thoroughgood that contained an interesting copywriting lesson in it.
I asked her over the loud music playing:
“Did I ever send that song to you?”
“Yes, but it didn’t sound clear.”
“Agreed, Apprentice. I need a higher quality version.”
She went silent.
And, looked at me like I was nutzo.
She asked:
“A higher quality VIRGIN?”
As my friend Shane Hunter would say:
Aaaaaaaaaand it just got awkward.
She thought I said “virgin.”
But, what I really said was “version.”
The point?
Words have meanings.
And one misunderstood letter or word can change the entire meaning of a sentence, paragraph, story, or sales pitch (in emails, sales letters, videos, webinars, or any other format).
Look, I don’t obsess over typos.
But, I DO obsess over clarity.
And, I suggest you do, too.
Anyway, do what you will with this info my little dookie.
Er, I mean droogie.
Speaking of word/email meanings…
When growing up I was fascinated by the old school Bugs Bunny cartoons. I couldn’t put my finger on it at the time. But, years later I realized one of the reasons was, they embedded political jokes, statements, and puns in them. Today’s cartoons are far less deep and, in my humble (but accurate) opinion, pretty lame.
But guess what?
You can use this info to make more sales in emails.
Here’s what I mean:
Whenever possible, I like to insert a double meaning in my emails. Sometimes people will write back (often customers, I might add) about how they noticed.
But usually people don’t notice it.
Except, I believe they do.
Not consciously, but unconsciously — giving my emails more “depth” and a feeling like they are content, even if it is a blatant sales pitch.
This can make emails a lot more fun to write.
A lot more fun to read.
And, yes, more fun to buy from.
Anyway, I could get deeper into this.
And, I do, in the December “Email Players” issue.
I not only explain this in more depth but show you an example.
Deadline to get it is next week.
Go ye here to subscribe in time:
Ben Settle
