Writing that drives sales.

David Tandet

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Jonathan O’Brien’s Right Before You Write

February 12th, 2009 at 10:17 pm

by David Tandet
What do well-written screenplays and successful grant proposals have in common? A lot, it turns out. Jonathan O’Brien explains all about it in his book Right Before You Write.
O’Brien’s “Almost World Famous Seven Cs” can be applied to both disciplines. If it sounds like a gimmick, well yours truly is for any gimmick […]



Emily’s World: How Non-Profits Can (And Should!) Use Social Web

January 14th, 2009 at 10:51 pm

by David Tandet
Came across a terrific item by Emily (Emily’s World) on how non-profits can use the social web to spread the word.
Believe it or not, the whole concept of simply “getting the message out” is not as much of a no-brainer as it might first appear. That’s because a lot of people are still […]



Make Corporate Bio More Like Resume

August 31st, 2008 at 2:32 am

by David Tandet
Got a call from a colleague recently who had a big problem. As in big bio. My friend was willing to put in all the information the executive wanted, of course. But she wanted to make sure her client realized most readers were going to stop reading after the first paragraph.
It’s understandable that […]



Newsletters: Know Your Corporate Culture

April 18th, 2008 at 12:23 am

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 […]



10 (More) Reasons To Use Lists In Your Writing

March 15th, 2008 at 11:38 pm

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 […]



Three Seconds to Better Marketing

February 8th, 2008 at 9:34 pm

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 […]



Titles Rule

December 18th, 2007 at 11:29 pm

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 […]



10 Reasons To Use Lists In Your Writing

October 18th, 2007 at 12:03 am

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 […]



The Greatest Sales Letter Ever

September 14th, 2007 at 7:40 pm

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 […]



How to Write in the Zone

June 24th, 2007 at 12:14 am

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 […]



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