I’m writing a book, it’s nearly finished too.
Perhaps even this weekend.
But just a quick thought.
I’ve written about the phrase, “incongruous juxtaposition of the seemingly unrelated”, which I think is a wonderful sentence and makes you appear dead brainy at parties.
The first time I heard this was when John Carlton was talking with Michael Fortin about a the success of a headline that talked about the success of a one legged golfer. They talk about
how a good A good hook grabs your readers “by the eyeballs.”
It’s a great read, go read it.
I apply the same methodology to a lot of the headlines I create and when I mentor people to build content I teach them this method. Of course it’s not as simple as randomly picking the words that fit the parameters. They have to work, they have to tell a story, it has to seed the mind and move people forward.
The next step is of course to destroy trees, and I can’t remember who said that. It may have been Gary Halbert, apologies regarding my feeble research. But this phrase was about when we used to put pen to paper. Now you simply destroy a few keyboards, the point being you have to graft and lay the bricks when creating this stuff.
Only way it’s going to build is if you lay the brick.
The phrase of course speaks for itself, it’s what the great headlines have. That friction, that orbit of two or more bodies.
A great headline is a work of art.
Art born of sweat.
OK, back to the book. Hopefully it will be out soon.
