Add a Measure of Quotability and Impact

Orangeville, ON (My Corner Office) The following two well-known quotes both have something in common. Can you name the similarity? They both have a similar structure. However, there is a remarkable twist at the end.

“Learn from the mistakes of others. You can’t live long enough to make them all yourself.” – Eleanor Roosevelt

“We make money the old-fashioned way: We earn it.” – Smith Barney (investment firm)

This structure is also commonly found in jokes and company slogans that capture the popular imagination, commonly called a “kicker.” In your marketing copy or blog post, you can use this to create a pleasing surprise. It makes the most impact when it is added at the end of a paragraph or at the end of a whole article.

If you place the most important element of a message at the end, even if the message is mundane, the message will have a greater impact. 

BEFORE:  “We’ll reprint your order for free if it’s less than 100% accurate.”
AFTER:  “If your order is less than 100% accurate, we’ll reprint it for free.”

BEFORE:  “Your overload of stress will lift once you learn to disengage from knee-jerk reactions about money.”
AFTER:  “Once you learn to disengage from knee-jerk reactions about money, your overload of stress will lift.”

1 Comment

  1. When you write marketing copy day in and day out, it’s very easy to fall into a rut. This is because you do the same old thing daily because that’s what you’ve always done.

    Content marketing and copywriting have different purposes and objectives. A copywriter’s job is to influence the reader to take a particular action, such as calling a business or registering for an event. A content marketing strategy is designed to increase customer traffic and brand awareness.

    It is critical to determine what your specific business goals are, such as a rise in website traffic, gaining social media followers, or more in-store visitors, before writing any copy. The ability to identify your goals ahead of time allows you to come up with solutions to those issues and integrate those solutions into your copy. Copy can be utilized for many different marketing purposes. Once you determine what your marketing goals are, you can select the type of copy you intend to write -whether it’s a blog post or an advertisement.


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