Make readers’ brains light up
After I presented a Make Your Copy More Creative workshop recently, an attendee pulled me aside. “The speeches I write are just 20 minutes long,” he said. “I can’t afford to make room for anecdotes, metaphors and wordplay.”
I told him he couldn’t afford not to make room for creative elements — that those may well be the only parts of his speech his audience listened to.
That conversation reminded me of an old joke among professional speakers:
“When should you use humor in a speech?” a young speaker asks an experienced orator.
“Only when you want to get paid,” the veteran answers.
The same thing is true for writers.
When should you use creative material in your message?
Only when you want your audience to pay attention.
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