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.