Category Archives: Rodale

write not a series of paragraphs, but a series of headlines..

paragraphs are brains smashing against windows..

gotta give em the punch..

contrast between the claim and mechanism

make a strong claim thats easily obtained

claim doesnt sound possible

vacuum dust from drawers without removing their contents

claim doesnt sound so intense

nice but not overwhelming

an implied mechanism you would like to see..

the twist – use mechamism to overcome claim density

claims all begin to sound the same

a way of doing/acheiving that is so strange the person will believe it all over again enough to try it..

your focused mind can only hold 7 images (words) at a time

the brain connects when it plays

escape the focused conscious mind to create/connect

multiple projects at one time feed each other

the creative triangle – james gardener? – psychologist

wall street – geckco

we have shameful desires..

you dont sells books, magazines or newsletters.. you sell bundles of do’s..
functions..

imply a mechanism for a medium size claim.. more believable than a big claim.. to something that simply cant be done..

words should be invisible

copy should never call attention to itself

the visual visceral image

go to heaven and escape hell

great deal of contrast

be melodramatic

full of proof