He is FULL of energy and his ability to describe wine is outstanding.

I got the chance to see him speak and He is passionate and most definitely a go getter!

Go getter and passion = money.

David

http://Davidbeking.com

I agree with you on how best to navigate our way thru copy-meets-video. (great term, btw!)

Yes, the very basis of the main message needs to be compelling. But we must recognize that “compelling” requires a bit of a mind shift from what the old copywriting masters taught to what’s going on right now.

I’m not inferring that you personally follow the old masters, it’s just that the term “compelling” tends to be misconstrued as “hype”.

Imho, there are soooo many markets out there where the ol’ hit-em-hard-and-often doesn’t work like it used to. As consumers, we’ve gotten jaded. We’ve seen it all, been there, done that.

Our copy needs to have more finesse. That’s not to say we don’t “sell”, it just means we need more skills in our writing arsenal.

Compare copy to today’s sports. There’s a lot more competition. The stakes are higher. The athletes with that “extra edge” will be the ones that succeed.

Indirect Persuasion. rhythm and cadence, speed of the read, headline triads, respecting the reader, etc…

All these weave together to form a beautful effortless crescendo to the moment of desire (aka known as making the sale).

To convey these onto video, just look at some of today’s best speakers. To name some of my favorites…John Childers, Shaune Clarke, Ellie Drake.

They’ll blow your mind as far as being smooth and conveying the true sense of today’s copy into a different medium.

So sayeth me!

I’m always looking for ways to improve and transcend copy above the noise out there. Please forgive me if I went on a bit too much at length.