{"id":2382,"date":"2009-09-17T14:57:06","date_gmt":"2009-09-17T14:57:06","guid":{"rendered":"http:\/\/bensettle.com\/blog\/?p=2382"},"modified":"2009-09-17T14:57:06","modified_gmt":"2009-09-17T14:57:06","slug":"they-can-kiss-my-ads","status":"publish","type":"post","link":"https:\/\/bensettle.com\/blog\/they-can-kiss-my-ads\/","title":{"rendered":"They Can Kiss My Ads"},"content":{"rendered":"

I got the “bug” to rap about copywriting<\/strong> today.<\/p>\n

Lots of people are frustrated<\/em> by it.<\/p>\n

And yet, it’s actually pretty simple<\/em>.<\/p>\n

In fact, what I want to do is apply the famous “KISS” (i.e. keep it simple stupid) mantra to this subject and see about taking some of the “sting” out of it.<\/p>\n

And I’m going to use a recent frustrating experience as an example.<\/p>\n

Sound good?<\/p>\n

OK then, check this out:<\/p>\n

Lately I’ve been spending a LOT of time at the golf driving range. Mostly because I’m heavily involved with a golf info-publishing business and want to get cozy with the market. And also because I’m enjoying it.<\/p>\n

But for some reason, I had a really sucky time at it last week. <\/p>\n

No matter what I did, I just couldn’t make a solid shot and was getting extremely frustrated. <\/p>\n

In fact, I got SO frustrated I made an especially stupid movement swinging the club that sent a streak of pain up my side.<\/p>\n

Arrggh!<\/p>\n

But that’s when the “light bulb” went on (pain’ll do that).<\/p>\n

And I remembered the golf dude I’m learning from saying:<\/p>\n

<\/p>\n

“Golf is a game of angles. The fewer the better!”<\/div>\n

<\/strong><\/em><\/p>\n

In other words, it’s easier to use a swing with fewer<\/em> angles than a swing with lots<\/em> of angles. So I drew a deep breath, mentally walked through his (simple) swing and — BOOM! — hit the next dozen balls straight as an arrow.<\/p>\n

All just from keeping it SIMPLE instead of keeping it complicated.<\/p>\n

And you know what?<\/p>\n

Copywriting is the exact<\/em> same way.<\/strong> <\/p>\n

Keep it to as few “angles” as possible, and it’s MUCH easier.<\/p>\n

And that’s what I want to do now — strip copywriting down to as few angles as possible with an almost laughably simple “formula” that works like crazy.<\/p>\n

And here it is (drum roll…):<\/p>\n