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Dragon Slaying 101: How to Use Heroic Language to Battle Boring Copy

Posted by Article Marketing On January - 7 - 2010

http://www.copyblogger.com/images/copyblogger_email.jpgDragon Slaying 101: How to Use Heroic Language to Battle Boring Copy

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Ever fd yr eyes glazing wn read copy blog posts?

I hate break you, lot products, services, niches write jt aren’t tt thrilling. finer search engine optimization mt glued screen, yr clients blog readers aren’t feeling excitement.

So do?

You bring register deals excitement: heroic. We’ve read advertisements encouraging “win battle” wh email, paperwork, tendency procrastinate. Ty grab frankly unexciting activity sound heroic quest.

The heroic language decidedly non-heroic contexts isn’t new. Poets doing centuries, satirical context (if you’re interested, Alexander Pope example mock-heroic wh The Rape of the Lock The Dunciad).

You definitely heroic language comic effect. (It’s pe unintentionally, too, gg copy.) heroic powerful tap io drama, excitement, story, quest . . . hero your reader can identify with.

So it?

Heroic Words Work

Certain words tn dry topics – writing, personal finance, business marketing – makes feel frisson excitement. hear rallying notes battle horn, sun glinting swords. favorite heroic words are:

“Battle”

(Writers especially fond one: tk jt struggles sound me exciting ry are…)

“I battles wh writer’s block.” fm Writer’s Block … A Thing of the Past
Also Battling Blogger’s Block Problogger

“Dragon”

“You tk project bg sent quest slay dragon. client king realm. project dragon threatening kingdom. slay dragon, client nifty monetary reward. fail, ds kingdom, justifiably pissed” The Dragons of Writing and How to Fight Them Pens

“Enemy” / “Nemesis”

“Blogger’s block arch nemesis productivity” 10 Simple Productivity Tips for Bloggers Daily Blog Tips
“When comes taking payment international clients, enemy processing fees” fm Taking Payment with PayPal, Escrow and Other Online Options Freelance Switch

“Fight”

Grow Up, Green Up: How to Fight the Impulse Purchase Dumb Little Man
“When feel yr head’s underwater, don’t wait drown. Kick thrash le motherf*cker. Fight le yr life depended it.” Johnny Talks about Motivation IttyBiz

“Quest”

“Has yr quest project efficiency led rely outdated tools methods?” Why Every Freelancer Should Slow Down and Brainstorm Freelance Folder

“Treasure”

“Your library website departmental webpages help fd treasure,” Research via Google alone: Are you crazy or just lazy? University Blog

“War”

“Having day ge space zoom outside war zone” 10 Lesser Known Ways to Increase Productivity Pick Brain

Metaphor, Hyperbole, Overkill

Heroic language running metaphor theme entire post ad – Taylor’s The Dragons of Writing and How to Fight Them series Wh Pens. Le using pop culture references, ts hook hang post (or series) on, potentially structure.

Heroic language ao hyperbole, set powerful tone. writers pull well, others, it’s aggressive. Dave Navarro effect How To Kick That Habit’s Ass (When It’s Been Beating Yours) Rock Day – look te excerpts:

“You knocked down, punched out, kicked curb, beaten pulp … hell, pardon French, frigging ass kicked emotionally psychologically, time.”

“It Starts Wh Declaring Word: War.”

“Finally, build yr battle plan…”

But se bloggers, that’s much, jarring readers. (Can imagine gentle, pink-haired Sonia Simone writing that?) doubt, sparingly. Try using heroic language punchy introduction conclusion yr post, ease middle.

Take Sword Pen

Heroic language combines exaggeration metaphor – powerful tools grabbing attention. sales copy little bland, add touch heroic?

“Solve Email Problems” “Battle Email Overload”
“Stop Procrastinating” “Defeat Procrastination”
“Advice Help Better” bs “Advice Help Win”
“Ditch Yr Bad Habits” bs “Conquer Bad Habits”

If you’ve blog topic that’s inherently gripping (productivity, personal finance, writing, business marketing, habit-breaking), introduce heroic words. Me quest, project. Look treasure, results.

Let yr readers, prospects, customers heroes we help tm solve problems.

About Author: Conqueror keyboard, battler blank screen, Ali hired wordsmith blogs, wl writing Aliventures.

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About Me

A recent blog post stirred qe lot controversy. specifically stark accusations cn nr marketers appear colluding.

Some unethical. Os smart business. calling illegal cartel charged breaking racketeering anti-trust laws.

I don’t kw it’s true not, won’t comment directly. I’m lawyer stretch.

But comment wt observe. observe ts obvious. example, you’re subscribed sl te marketers’ lists, handful, tn I’m confident you’ve noticed recurring trends.

(Let’s “musical-chair product launches.” Oh, let’s forget pricey product paid marketer jt weeks ago given free bonus buying tr affiliate link else’s product launch.)

Personally, don’t it’s wrong competitors partner time product releases separately. (I’ll bk term “competition” later, important.) degree, definitely smart business.

The question is, specific situation deemed illegal not? answer arguable — arguable, mean court law. blogger Antone Roundy said it best, shared following insight, wh agree with…

“But they’re promoting eh regardless product quality value price, that’s unethical best. they’re agreeing pricing scheme taking products market dg or peoples’ launch periods reduce competition, I’d expect FTC breathing dn necks ry soon.”

This happening here. debate legality it. illegal not, it’s definitely unethical. legal, appearance impropriety eh leave bad taste people’s mouths. cy ds mine.

After wife’s controversial report, Internet Marketing Sins, released ago, line sand drawn. then, marketers expressed se tt ty stand.

To — I’m linking tr specific posts pe — te people Joel Comm, Ryan Healy, Ray Edwards, Dan Gallapoo, my more. (Funny tm copywriters, eh?) steadily growing, too.

(If 45 minutes, listen this podcast Randy Cantrell.)

We’ve ao seen emergence growing consumer advocacy personal opinion blogs tt entirely dedicated bg critical unethical marketing practices, exposing deceptive dishonest business activities.

Aside fm Salty Droid mentioned beginning, include PatrickPretty.com, LostBallInHighWeeds.com, DontStepInThePoop.com, many, others.

Do le them? candid, blogs — especially commentators te blogs — caustic, jarring, vile. bit toxic taste.

But them, don’t necessarily blame them. all, ty didn’t appear wh sole intent marketers’ lives miserable. types anti-scam blogs created result personal, bad experience.

Plus, ty easily polarize people.

Many disgruntled consumers attracted te blogs he grown highly cynical, suspicious, resentful. it’s natural ty voice grievances them.

But wt frightens voice genuine scam victims muffled sl vocal minority anti-marketing extremists spew tr venom senselessly.

These pitchfork-wielding protesters hellbent destroying levelheaded discussion. Ty flame voices opposing views, rabidly pounce ae mt stab intelligent, sensible argument.

I’ve seen bigoted commentators bash attempt manipulate, irritate, denigrate. childish behavior, defeats purpose. focus issues, wr overweight, effeminate, disabled.

Focus do, ty are.

Nevertheless, join conversation myself, stop short doing fear wt wl fall deaf ears — drowned handful witch-hunting McCarthyists trawl faint smell blood.

Now, doesn’t mean se innocent, either.

Namecalling ad hominem attacks occur both sides.

I’ve seen lot venom spewed fm proponents marketers. Genuine scam victims continue victimized appears concerted efforts vocal minority feel marketers singled reproach.

Some gone extent saying tt scam victims ry ones blame. “caveat emptor (buyer beware),” “they’re jealous envious money,” “they te responsibility actions,” etc.

Sure. women wearing provocative clothing looking to get raped, right? Ugh.

Granted, market bear responsibility. Plus, definitely agree trolls se blame failures inadequacies.

But caveat emptor weak argument ss ud means exclude responsibility others. Counter-blaming customers nullify actions wn blatantly prey market’s relentless dream magic pill.

“Caveat emptor” shouldn’t ud loophole te advantage vulnerable.

Just robbed bank alarm sm doesn’t mean bank wrong lacked security. robbery sl robbery.

And it’s sl wrong.

The question is, ds vicious circle stop?

If blame split 50/50, solution split 50/50, too. Marketers sd stop selling magic-pill solutions market who’s desperate help. market stop chasing dream buying io magic-pill solutions.

As know, te magic pill. kp chasing it, ty murder chances achieving true success. sometimes, that can be quite literal.

As lg te market magic-pill solutions, marketers willing provide them. aside laws regulations, I’m fan of, achieving compromise challenge, particularly wn ss greedy.

So ps effective solution is: education.

Educate market wt look avoid, wl educate learning market tk modeling unethical practices.

In estimation, marketing products just snake oil. Period.

I understand appreciate tt buyers beware, tt tr diligence, tt sd te time investigate be jumping in. Agreed.

But fake scarcity ploys high-pressure product launches remove chance market appreciate exactly sold. reduces tr ability critically, adequately investigate offer, intelligent buying decision.

So education powerful. blogs, harsh cases, vital.

Let this. Antone Roundy’s comment at gathering wh or marketers time product releases bg smart business practice right. all, that’s associations exist. agree ts oy point.

I’m bg lawyer, unacceptable products market, Antone said, tn that’s exactly wt happening here. fact, te “product releases.” Ty product launches, tt matter.

They simply close-ended sales events.

But let’s closer look wt constitutes “competition,” applies, here. Defined, competition is: “the effort parties acting independently secure business td party offering favorable terms.”

Whether people gp marketers acting independently debatable. question is, ty truly competing other? or words, guys truly competitors? sg tk court wl nd define.

But here’s take. Ty sell information, true. argued information competitive. example, be bought Stephen King novel doesn’t preclude fm buying Anne Rice novel time.

One sell information on, say, affiliate marketing on, say, traffic generation. “competitors.” But lies problem…

Marketers authors selling information. Ty le publishing houses selling information products. Yes, products. publishing houses — again, I’m lawyer — colluding se degree.

Even term “information products” debatable, too. “products” gurus sell aren’t information. ty selling business opportunities packaged information sold ur guise training systems.

Again, ts jt opinion. I’m lawyer, look ss issue form opinion. ts case, ar I’ve seen, is, we musical-chair product launch game jt doesn’t smell rt me.

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