Interesting copy helps readers learn In the early 19th century, German philosopher Johann Friedrich Herbart said that interest leads to understanding, learning and memory — and even inspires readers to learn more. For nearly 200 years, researchers, philosophers and communicators have seen the link between interest and learning. One of those researchers is … [Read more...] about Why be creative?
Creative writing
Captivate your audience
Three ways to make your copy more creative Ogilvy was right. If you want someone to buy what you're selling — whether you're pitching products and services or positions and ideas — you must first engage them. And nothing engages audience members quite so well as creative material. Creative elements get attention, communicate more clearly and enhance … [Read more...] about Captivate your audience
Take a tip from Norm MacDonald
#RIPRobinWilliams tweets show how to serialize your story What can you learn from Norm MacDonald's Twitter tribute (would that be twibute?) to Robin Williams? What can't you learn?! MacDonald shows us how to serialize our stories, how to get the word out in 144 characters or less — and when to stop typing. Here are six tips to take from MacDonald's … [Read more...] about Take a tip from Norm MacDonald
‘Every sentence is a little drama’
How to build plot, scene and character with verbs Things that make your copy more creative: Storytelling. Human interest. Wordplay. Concrete details. Verbs. Verbs? Yes, verbs, writes Constance Hale. "What I want writers to understand," writes the author of Vex, Hex, Smash, Smooch: Let verbs power your writing, "is that every sentence is a little drama. There’s a subject, … [Read more...] about ‘Every sentence is a little drama’
Master of metaphor
PNNL science writer shows how to communicate complex concepts When Pacific Northwest National Laboratory science writer Tom Rickey wrote a release about the lab's work "Making dams safer for fish around the world," he didn't get lost in the scientific gobbledygook. Instead, he wrote: "Think of the pressure change you feel when an elevator zips you up multiple floors … [Read more...] about Master of metaphor