by David Tandet
A Hollywood Tale
There once was a Hollywood talent agency where all the top honchos drove the same make of luxury vehicle.
One time they hired this ten percenter from just down the road a piece (that would put the L.A. distance at about twenty billion dollars worth of L.A. real estate away).
The newbie’s […]

by David Tandet
11. Lists force you to write better sentences.
Most peoples’ sentences are too long. Structure your points into a list and every point has to be concise.
12. Search Engine Guide likes lists.
Three of the top pieces on a recent Search Engine Guide:
• “28 Resources for Paid Search Strategies” by Manoj Jasra
• “11 Ways to […]

by David Tandet
Emphasizing benefits over features is a basic marketing principle that’s easy to forget. Invest three seconds and you’ll remember to apply it.
Many of you are familiar with the marketing principle that it is better to emphasize benefits rather than features.
Do you remember to use it?
I treasure three seconds that will always remind me […]

by David Tandet
Immediate, in-sync double takes was the reaction a few of us had one day when we saw the words “The LAST Things We’d Ever Do” on the side of that latest LA WEEKLY. Turns out it was their annual “Best of L.A.” issue.
Well it’s a great title. Got OUR attention, for sure! This […]

by David Tandet
1. Numbers give readers something to hang their hats on.
We humans are programmed to relate to organized categories. When it comes to learning, we process organized material faster and more completely. If the information you’re providing lends itself to being outlined, why not help your readers out?
2. People want gems they […]

by David Tandet
The greatest sales letter ever is “I.” That’s “I” from a “you” perspective.
Thinking about the benefits to a consumer of a product or service is a start in the right direction. But it doesn’t go far enough.
Let’s say the corner bakery wants to start competing in the ultra-fast-breakfast market. They’re going to sell […]

by David Tandet
Come over here. Yeah, you. This is our secret.
Want to write copy that sparkles? Have great clients say, “This is what I was looking for?”
Well, it’s like Steve Martin’s old routine about becoming a millionaire. “Okay, first you start with a million dollars . . .”
But seriously, if you’ve been writing for a […]

(Or, how I spend my once-a-month for 2 or so hour Thursday vacations.)
by David Tandet
These are the emails that found their way to the in-boxes of the respective members of our writers group last Wednesday:
We’re still on for Thursday, right? (Kevin)
Yep! (Joy)
Totally!!!!!!!!!!!!!!!!(Debra)
mmm . . .
(Just kidding - wouldn’t miss it.) (me)
_____________
Sensing a kind of hair-down, […]