How One Word Magically Sucks Your Readers Into the Action
You’ve been driving for hours. Even though it’s after midnight, you’re wide awake. More from fright than anything else.
The freeway is covered in snow and the flakes are falling so thick and fast, you can hardly see 5 feet in front of you.
“I wish we’d stop fishtailing around those turns…” you think to yourself. “I hope the anti-lock breaks are working…"
The kids are passed out from exhaustion in the back seat and your wife keeps nodding off.
You want to go faster to end this nightmare drive, but every time you get to 60 mph, you feel the back tires lose traction.
OH NO! A DEER!!!!!
You wake up. Groggy. Confused. Something’s dinging over and over like a metronome. But wait, it’s so cold. "Why would I have a metronome out in the cold?"
Something’s dripping down the side of your face. "What is that? Gosh, my head is killing me. And what the…"
The airbag is hanging from the steering wheel. Somebody’s screaming. Several somebodies. “The kids?!”
“Janae! Janae! I think the kids are hurt… Janae! Can you hear me? Wake up!”
Half the windshield is missing. The passenger’s side half. But that’s not all that’s missing.
“JANAE! WHERE ARE YOU??!!”
You come to in a room filled with bright lights. “Where am I?”
“Mr. Pew? Mr. Pew? Can you hear me? Everything’s alright. You’re going to be fine. You had an accident.
“JANAE! WHERE’S MY WIFE?! IS SHE OKAY? I COULDN’T FIND HER!!”
"Mr. Pew, your kids are doing fine. Just some bumps and bruises.”
“WHAT ABOUT MY WIFE?! WHERE IS SHE!?”
"Mr. Pew, I’m… I’m so sorry to tell you, but…”
So, what’s that magical word? “Imagine.”
It sucks the reader right into movie theater inside their mind. It gives them permission to forget the here and now and go into the Never Neverland of their imagination.
Storytelling is one of the most important parts of any sales message. I get into more detail in Chapter 10 of my new book, Symphonic Copywriting: The Harmonious Interweaving of Words Composed to Stir Your Customer’s Deepest Emotions.
The books’ not quite ready for press, but it’s coming soon.
In the meantime, jump on the imagination train and download Chapters 1 and 2 for Free. Here’s the link:
And may your copy ever be melodic and harmonious!