I can’t remember much of what my first-grade teacher said.<\/p>\n
But I can still remember those school bus mornings.<\/p>\n
Back then, school buses didn’t have seatbelts. At least ours didn’t.<\/p>\n
When the driver made a sharp turn, you’d better have a firm grip on the seat. Otherwise, you’d find yourself sprawled on the floor.<\/p>\n
And then there was breakfast.<\/p>\n
Parents would fill their children’s stomachs with sugary cereal before shoving them onto a bus that bounced and rattled like a paint shaker.<\/p>\n
Just about every morning, somebody threw up.<\/p>\n
It was practically a rite of passage.<\/p>\n
Here’s the thing:<\/p>\n
I couldn’t tell you what my teacher taught us on any particular morning. But decades later, I can still picture that bus, feel the turns, and remember the unfortunate fate of somebody’s bowl of Frosted Flakes.<\/p>\n
There’s a useful copywriting lesson hiding in all that childhood misery:<\/p>\n
\ud835\udde3\ud835\uddf2\ud835\uddfc\ud835\uddfd\ud835\uddf9\ud835\uddf2 \ud835\uddff\ud835\uddf2\ud835\uddfa\ud835\uddf2\ud835\uddfa\ud835\uddef\ud835\uddf2\ud835\uddff \ud835\ude03\ud835\uddf6\ud835\ude03\ud835\uddf6\ud835\uddf1 \ud835\uddf6\ud835\uddfa\ud835\uddee\ud835\uddf4\ud835\uddf2\ud835\ude00 \ud835\uddf3\ud835\uddee\ud835\uddff \ud835\uddef\ud835\uddf2\ud835\ude01\ud835\ude01\ud835\uddf2\ud835\uddff \ud835\ude01\ud835\uddf5\ud835\uddee\ud835\uddfb \ud835\ude03\ud835\uddee\ud835\uddf4\ud835\ude02\ud835\uddf2 \ud835\uddee\ud835\uddef\ud835\ude00\ud835\ude01\ud835\uddff\ud835\uddee\ud835\uddf0\ud835\ude01\ud835\uddf6\ud835\uddfc\ud835\uddfb\ud835\ude00.<\/p>\n
Suppose you’re selling a rugged wristwatch. You could tell people it’s extremely durable.<\/p>\n
Or you could describe how it survived a three-story fall onto concrete without missing a second.<\/p>\n
One is a claim. The other puts a little movie in the reader’s head. That’s the difference between making a statement and planting an image in someone’s head.<\/p>\n
One disappears almost immediately. The other can stick around for decades.<\/p>\n
RW<\/p>\n
.<\/p>\n
.<\/p>\n
.<\/p>\n","protected":false},"excerpt":{"rendered":"
I can’t remember much of what my first-grade teacher said. But I can still remember those school bus mornings. Back then, school buses didn’t have seatbelts. At least ours didn’t. When the driver made a sharp turn, you’d better have a firm grip on the seat. Otherwise, you’d find yourself sprawled on the floor. And […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-670","post","type-post","status-publish","format-standard","hentry","category-copywriting"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/670","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/comments?post=670"}],"version-history":[{"count":1,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/670\/revisions"}],"predecessor-version":[{"id":671,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/670\/revisions\/671"}],"wp:attachment":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/media?parent=670"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/categories?post=670"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/tags?post=670"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}