writer
From Super Bowl commercials to print ads, the goal is always the same. Find a way to tell a story using emotion, and honesty that is simple and beautifully executed. And, if you can get them to laugh, extra points.
A great treatment needs to paint a picture. Not only does the reader want to know what the finished work will look like, but they need to know how it will feel, and what emotions it will evoke. We’re selling stories, and the story that can make you laugh, cry, and think is the one you never forget.
A great email chain should read like a great movie script. There is the intro, the story where we build some conflict, the call to action, and the resolution, where we offer the only solution to the problem (we may also want to add in a unique deal if they act now!) And each email has to build on the one before, creating more desire to act, by removing obstacles.
How long do we really have anyone’s attention on LinkedIn? A few seconds tops. My goal is to create headlines that stop people and pique their interest. Once we’ve got their attention it’s easier to move them from casual viewers into buyers.