Natalia Maiorova - Metacopywriting. Mindfulness in advertising text

The meaning is what you mean, but you are not saying it directly, although the meaning can be said aloud: it is a thesis, a theme, sometimes it is a title. Ivan Krylov, a well-known Russian fabulist, prescribed the meaning of each fable with the words: “the moral of this fable is…” But at the end of the advertising text, you do not write “this text is published to arouse your trust” or “I wrote a post so that you sympathize” or “This ad encourages you to buy a toothbrush”. Nevertheless, we use conversion phrases (call-to-action): “Buy our new pesticide-free cucumbers”. This task we will consider in selling text structure. Now, we are discussing what prevents us from writing, so up to this moment, we have two questions: WHAT do I want to say and WHY do I want to say it. If you already have the information (you interviewed your client or you have something to say), you know WHAT you want to say and you can put it down. Some people really do not know what they want to say, that is why they spend hours in front of a blank sheet of paper. They should get some information in order to express the clients’ opinion or their own (depending on the goal).

Well, you know WHAT you want to say, but still spend time in front of the blank, white sheet. What is next? You should ask the third question: HOW do I want to say it?

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