So, this is a little weird to admit.<\/p>\n
But, I was telling my copywriting apprentice about a song I\u00a0like by George Thoroughgood that contained an interesting\u00a0copywriting lesson in it.<\/p>\n
I asked her over the loud music playing:<\/p>\n
“Did I ever send that song to you?”<\/em><\/p>\n “Yes, but it didn’t sound clear.”<\/em><\/p>\n “Agreed, Apprentice. I need a higher quality version.”<\/em><\/p>\n She went silent.<\/p>\n And, looked at me like I was nutzo.<\/p>\n She asked:<\/p>\n “A higher quality VIRGIN?”<\/em><\/p>\n As my friend Shane Hunter would say:<\/p>\n Aaaaaaaaaand it just got awkward.<\/strong><\/p>\n She thought I said “virgin.”<\/p>\n But, what I really said was “version.”<\/p>\n The point?<\/p>\n Words have meanings.<\/p>\n And one misunderstood letter or word can change the entire meaning\u00a0of a sentence, paragraph, story, or sales pitch (in emails, sales\u00a0letters, videos, webinars, or any other format).<\/p>\n Look, I don’t obsess over typos.<\/p>\n But, I DO obsess over clarity.<\/p>\n And, I suggest you do, too.<\/p>\n Anyway, do what you will with this info my little dookie.<\/p>\n Er, I mean droogie.<\/p>\n Speaking of word\/email meanings…<\/p>\n When growing up I was fascinated by the old school Bugs Bunny\u00a0cartoons. I couldn’t put my finger on it at the time. But, years\u00a0later I realized one of the reasons was, they embedded political\u00a0jokes, statements, and puns in them. Today’s cartoons are far less\u00a0deep and, in my humble (but accurate) opinion, pretty lame.<\/p>\n But guess what?<\/p>\n You can use this info to make more sales in emails<\/span>.<\/strong><\/p>\n Here’s what I mean:<\/p>\n Whenever possible, I like to insert a double meaning in my emails.\u00a0Sometimes people will write back (often customers, I might add)\u00a0about how they noticed.<\/p>\n But usually people don’t notice it.<\/p>\n Except, I believe they do.<\/p>\n Not consciously, but unconsciously — giving my emails more “depth”\u00a0and a feeling like they are content, even if it is a blatant sales\u00a0pitch.<\/p>\n This can make emails a lot more fun to write.<\/p>\n A lot more fun to read.<\/p>\n And, yes, more fun to buy from.<\/p>\n Anyway, I could get deeper into this.<\/p>\n And, I do, in the December “Email Players” issue.<\/p>\n I not only explain this in more depth but show you an example.<\/p>\n Deadline to get it is next week.<\/p>\n Go ye here to subscribe in time:<\/p>\n