Love, explained by a copywriter:

Someone asked me a huge question the other day…

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“What’s it like being in love?” they said.

It was quiet.

“That’s a huge question,” I said. 

“Sorry,” they said. “Guess it is.”

I sipped my beer and thought some more. 

Then said what came to mind:

“So,” I said. 
Sometimes I wake up and
She’s not there.
She’d already left for work.
So I roll over onto
Her side
Of the bed and hug her pillow
Because it’s cold and comfortable and smells like her shampoo.
And then I fall back asleep, thinking about her...”

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I shut up and sipped more beer.

Quiet.

“That’s what it’s like?” they said.

“Yeh,” I said.

They sipped their beer.

Quiet.

“OK,” they said. “I get it.”

You know it’s just a moment, what I described. It’s just this small thing that reminds me of my wife.

But it also represents a huge, universal concept. A concept almost too big for words, much less a sentence.

And therein lies my point: 

Next time you need to efficiently articulate a huge concept, whether it’s about love or copywriting or marketing or anything else… zoom in.

Zoom in on a specific event tied to that concept. Focus The Reader’s attention on that one spot.

If she can relate, it will carry weight.

It will tell your story better than you think.

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MARKET BETTER.
SELL MORE.

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Judge not lest ye be judged.