A few weeks ago, I came across an article by Chuck Palahniuk…
(never heard of him? well, he’s the author of Fight Club)
The name of the read is:
In this short article, he mentioned that the best writing comes from exploring unresolved personal issues through a metaphor.
~ Mother’s cancer therapy became World War Z
~ A mother’s death became The Zombie Survival Guide
~ Young men dying in WWI became The Lottery
He concluded:
Nothing good comes from nothing.
Because writing is a “painful” process for the author.
Now…
I do not think ALL writing has to be painful, yet…
There’s some truth to this idea.
The most powerful writing comes from within. Your readers feel what you feel when you are writing.
If you feel passionate about a new opportunity, an upcoming event, a product launch…
Your emails will also be passionate.
And that’s a problem with most brands.
If you comb through your inbox and look at all the “flyer ads” from e-commerces, you’ll feel…
Nothing.
Vanilla.
Dull.
Because most companies write in boring corporate language. Too afraid to show personality and emotion.
It feels vulnerable.
So, they mask themselves behind the “brand.”
But at the same time…
They also forfeit the power to move their audience and build strong connections.
Talk soon,
– WYH