You read the tweet. You read it again. It sounds smart, but it doesn’t make sense. You look up the words, because you are curious. Still nothing. Is this guy brilliant? Why don’t I get it?
Every once in a while I am faced with this problem. I read something. I think, “Hmmm, seems profound. Why don’t I get it? Why did the writer use outdated words or words from another language?”
This week I started reading The Copywriter’s Handbook: A Step-By-Step Guide to Writing Copy That Sells by Robert W. Bly. A key passage I read was the “4 U’s” copywriting formula developed by Michael Masterson (p. 29). The “4 U’s” are:
How can I use this to improve my communication? When I think about the worst things I read, the authors are:
Though I can’t control what others write, I can control what I read. Even better, I can control what I write. I’m looking at these “4 U’s” and thinking I need to better apply them to the material I send out in the universe. I need to be:
Those who know that they are profound strive for clarity. Those who would like to seem profound strive for obscurity. –Friedrich Nietzsche
I am not going to be so bold as to say I am profound (maybe not yet), but I do strive for clarity. If you have any questions, or I left you a little confused, please don’t hesitate to leave a comment.
Note: This post is categorized under the Virtue of Justice. Why? Because the just are not charlatans. Their message is clear, you know what you are getting into. The just will not send you a [click here] to get my free product at a low cost of a lot.