.
I am thrilled to be writing this blog post.
Wait a second…
That’s the worst opening, isn’t it?
Let me explain.
Back when I wrote marketing copy, sales letters and press releases for a living, I bought POWER SALES WRITING by Sue Hershkowitz-Coore, an eye-opening guide and the most useful business book I’ve ever read. Good business requires sharp writing.
In the book, Hershkowitz-Coore tells marketing writers to stop being thrilled all the time. Sure, you are thrilled to announce a deal, launch a product or publish a book. But why should your audience be thrilled? What’s in it for them? No one is going to be thrilled simply because you are (except for your mother).
The point? Stop writing sales pitches from your point of view and write from the target audience’s POV. Make your audience thrilled. Give them something to get excited about.
I receive dozens of unsolicited book review pitches a week. There are too many, so I take a simple approach to weeding them out. Those that use “I am thrilled” to open the pitch get deleted. (Sorry.) With that introduction, I know they haven’t considered my blog readers’ point of view.
I never forgot that thrilling lesson. Yes, I’m sometimes still too thrilled for my own good. I want friends to be happy for me, so I will occasionally toot my own flugelhorn. But then I remember what my Nana used to say: “Well, your arms are long enough to pat yourself on the back.” (Yeah, Nana could be harsh.) In a way, Nan was trying to teach me the same lesson as Hershkowitz-Coore. No one is going to be as thrilled as you are, so you’d better make your news worthwhile to others.
I am thrilled to be finished writing this blog post…because I hope it has helped you.
52 comments
Comments feed for this article
September 8, 2016 at 8:10 am
kathalsey
And Tara, I’m thrilled to receive this post! Gonna see if I can find this book at the library. How about, Huzzah, I have a new book? LOL
September 8, 2016 at 8:28 am
Linda Bozzo
Great point, Tara.
September 8, 2016 at 8:36 am
evelynchristensen
I appreciate your excellent advice, Tara. This will make me think twice about how I post or email.
September 8, 2016 at 8:38 am
Rita K.
Point well taken, Tara, and thanks for the book suggestion.
September 8, 2016 at 8:38 am
Miranda Paul
Fabulous advice, Tara. Your readers will be thrilled at what they can take away from it. 😉 Thanks!
September 8, 2016 at 8:45 am
writerjodimoore
Thanks, Tara. This post thrilled me to a positive end – it made me think, it made me laugh…and it made me order the book. 😉
September 8, 2016 at 8:46 am
Michelle Lynn Senters
And THAT is the power of a perfectly timed post. I’m on my way to Amazon now, considering it is time to start marketing my upcoming (adult) book, The Unseen Companion. Thank you, Tara.
September 8, 2016 at 8:59 am
Tara Lazar
Good luck, Michelle, how exciting. I am thrilled for you (truly).
September 8, 2016 at 8:46 am
creationsbymit
Good advice and thanks for the smile, first thing in the morning!
Michele Katz Grieder
September 8, 2016 at 8:46 am
hmmmmm
Good, share-worthy reminder. Thanks Tara.
September 8, 2016 at 9:06 am
Sylvia Liu
Great point. I plead guilty to starting a blog post with that thrilling statement, but now I know better. Thank you.
September 8, 2016 at 9:09 am
Lori Mortensen
Well said, Tara. I, too, am guilty of being endlessly thrilled. I am thrilled to reconsider being thrilled. Thanks bunches!
September 8, 2016 at 9:12 am
Traci Bold
Tara, I am thrilled you reminded me of this book. I read it a few years back and had forgotten the name of it. I believe I shall check it out from the library again and brush up on my marketing skills. Great article, you made me laugh (and think).
September 8, 2016 at 9:15 am
David McMullin
Thanks for this advise. I know I have been thrilled, over-joyed, excited, delighted, pleased as punch (not really this one) … on many occasions. Time to move on.
September 8, 2016 at 9:20 am
Tim Canny
Great bit of advice. Not only should you know your audience, you should write from their perspective. And Tara, my dad must have known your Nana. On a number of occasions he would tell me not to break my arm patting myself on the back.
September 8, 2016 at 9:23 am
LauraHB
Excellent advice!! Thank you!
September 8, 2016 at 9:28 am
Doris Fisher
Would love to see an example of one of your openings.
September 8, 2016 at 9:30 am
Kristi Romo
Many writers will benefit from this very useful advice. I may need to go buy Power Sales Writing.
September 8, 2016 at 9:32 am
Alexia Andoni
Great point. I’m thrilled you shared it with us. I know I’m guilty too.
September 8, 2016 at 9:46 am
Laura Sassi
Thanks, Tara. It makes sense!
September 8, 2016 at 10:12 am
Teresa Robeson
Hahaha! I’ve not thought about this. Thanks for helping us not make that mistake again (humor makes the learning stick better; you are a natural teacher!).
September 8, 2016 at 10:33 am
Robyn Campbell
Love it. I have often wondered about that, Tara. Going to buy that book. Thanks, pal. Much appreciated.
September 8, 2016 at 11:00 am
svaisnoras
Great writing tip . . . and book tip. I am thrilled . . . .really.
September 8, 2016 at 11:38 am
Maria Marshall
As always, your humor is that little bit of sugar to help the medicine go down. Thanks for the book recommendation, can’t wait to check it out.
September 8, 2016 at 11:42 am
Judy Sobanski
Great tip and one that is useful to remember for many circumstances! Thanks, Tara!
September 8, 2016 at 11:53 am
Ali Pfautz
Awesome and so true! Thank you for the reminder. I may have to find that book.
September 8, 2016 at 11:54 am
Juliana Lee
So true! Thankfully, we have a very supportive writing community. Members of this elite group are usually thrilled for our successes too!
September 8, 2016 at 12:43 pm
Tara Lazar
True, we ARE thrilled for one another. That’s what makes saying “I’m thrilled” every once in a while OK. 🙂
September 8, 2016 at 12:12 pm
Charlotte Dixon
Gonna look for that book. Thank you for the advice, Tara 🙂
September 8, 2016 at 12:17 pm
Rose Arrowsmith DeCoux
This is so timely. And kind of hard– like playing “Apples to Apples.” You’d think as an actress and fiction writer I’d find it a lot easier to imagine other people’s perspectives.
September 8, 2016 at 12:25 pm
Patti Richards
Boom! Mic drop! Perfect and so very true:)
September 8, 2016 at 12:26 pm
Erin Nowak
An excellent and thoroughly helpful post! Thank you!
September 8, 2016 at 12:28 pm
Carolyn Rohrbaugh
Great to know. Thanks for that tip
September 8, 2016 at 12:30 pm
Lyn Miller-Lachmann
Ack! I did this, over and over! No wonder all my marketing efforts have fallen flat. I guess cratered would be an even better term. If I ever get another chance — lesson learned!
September 8, 2016 at 1:45 pm
Melanie Ellsworth
Love that quote from Nana. Now that would make a good blog opener.
September 8, 2016 at 2:56 pm
Katie Engen
Yes to considering the reader/audience before anyone else. It’s a service vs. self-promotion mindset. #mannerswork
September 8, 2016 at 3:58 pm
Jim
And ‘excited’ is another, I’m thrilled to say…
September 8, 2016 at 4:13 pm
katrinamoorebooks
What a great post, Tara! Thanks for this 🙂
September 8, 2016 at 4:50 pm
Andrea Wang
Thanks for the advice, Tara! Since I just wrote “I am thrilled…” for my book cover reveal — *before* I read your post — I am definitely going to pick up this book!
September 8, 2016 at 4:53 pm
Sue Heavenrich
thrilled to read it, Tara ; )
September 8, 2016 at 6:22 pm
Kris Wrucke
You rock! You rock! You rock!
‘Nuf said. 😉
September 8, 2016 at 6:58 pm
Kaye Baillie
I’m ditching ‘I’m delighted’ from my query letters. Thanks, Tara!
September 8, 2016 at 8:09 pm
Dea Lenihan
Love this post.
Truly helpful stuff. Thank you!
September 8, 2016 at 8:37 pm
Kathy Doherty
A very enlightening post! Thanks, Tara!
September 9, 2016 at 7:54 am
Nancy Ling
Excellent! I will remember this advice!
September 9, 2016 at 11:26 am
Dana Atnip
Sage advice! Stop being thrilled for myself and make my audience thrilled! Thank you!
September 9, 2016 at 12:40 pm
Dorothy Wiese
Thanks, Tara. Your comments are always great (and funny). Thanks for the good advice. Your Nana taught you well.
September 10, 2016 at 12:33 am
Julie Murphy
It has.
Thanks, Tara.
September 12, 2016 at 6:37 am
Norah
Thank you for the great advice, Tara. Best wishes with your latest book. I’m sure many will be thrilled to read it.
September 12, 2016 at 6:29 pm
Carol Gordon Ekster
I am thrilled to have read this post!
September 14, 2016 at 10:13 pm
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September 18, 2016 at 8:25 am
Mark Blasini
Very insightful. The biggest question we can ask ourselves is: “What would this person want to read it?” A simple, yet widely unapplied practice.