Many people think of writing as putting together a series of nouns, verbs and punctuation marks. Some think of stating facts or even telling stories.
While these people aren’t wrong, their ideas about writing come far short of the truth. Writing is so much more. Consider the following quotes:
“The pen is mightier than the sword” – Edward George Bulwer-Lytton
“A mighty pen is mightier than the mightiest sword.” – Perry Marshall
“Words ought to be a little wild for they are the assault of thoughts on the unthinking.” – John Maynard Keynes
“Words are, of course, the most powerful drug used by mankind.” – Rudyard Kipling
“A powerful agent is the right word. Whenever we come upon one of those intensely right words…the resulting effect is physical as well as spiritual, and electrically prompt.” – Mark Twain
One of my favorite novelists, Ted Dekker, put it like this: “A good writer is one who can take those rather blunt instruments called words and string them together in a way that turns lights on.“ Good writers can illuminate any subject with their own special light.
Words are mighty weapons (for good or evil); they’re powerful drugs (stimulants and depressants).
A skilled writer uses words to make magic.
Abracadabra!
The goal of a marketing copywriter is to use words to sell stuff.
The most powerful marketing actually changes the product or service being sold into something else in the minds of the prospect. J. Peterman turns a mere shirt into an exciting identity. Rolex turns a timepiece into an unmistakeable status symbol.
Copywriters call this “transubstantiation,” literally turning one substance into another. Transforming features into tangible lifestyle improvements and products into unforgettable experiences.
That’s what I’m here for. I hope to help you yield mightier pen.
Maybe we can even turn it into a magic wand.