Blind Dates and Brochures

I really enjoyed this old post by Phil Dunn who writes a Marketing Writing blog.  He says: ”Quite a few marketing documents make the mistake of introducing feature lists too early. In boxing this would be called leading with your chin. In the dating world, I’d describe this as trying make out with a blind date when you first pick her up.”

His point is that when you’re on a blind date, you make a connection first, then you close with the goods. Dunn says that the same goes for business writing. First, connect with the prospect’s dream.  Then, slam-dunk the sale with a feature list.  It’s worth reading the whole post, which I discovered while googling. 

Check out the blog’s archives (it’s currently not active) at:  http://www.qualitywriter.com/blog/

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