I think it was Kurt Vonnegut who said it…

“If you can’t explain your story to a fourteen-year-old in one sentence, you’ve got a problem with your story.”

Something like that. Possibly.

And hell, if he didn’t say it, he should have. It sounds like something he’d say.

Anyway, it’s a useful little thought.

Indeed, I had it in the back of my mind all through my years studying creative writing and it served me well.

It’s had an influence on my copywriting too.

But before we get to that…


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Don’t take my word for it…

Listen to Gareth. He’s read it:

“Whenever you pick up a book on copywriting you expect it to be a bit like a science textbook without the genital graffiti. You know you’ll learn from it, but reading is going to be hard work. That’s not the case with The Art of the Click. Glenn has made the book light and enjoyable. It’s funny, engaging and easy to read – even for people like me that struggle to compute anything even remotely technical. Glenn is a master of the craft and this is as good a book as you’ll find on selling things with words. You’ll be a better writer for reading it.”

– Gareth Hancock, That. Content. Shed.

Pretty good, right?

And I’m thankful to Gareth for reading it and sharing his thoughts. If you haven’t already, please do take a moment to treat yourself and pre-order a copy today.

You can pre-order The Art of the Click on Amazon here.


Now, back to it…

The point of the quote (or non-quote, if he didn’t say it) is that even if you think you’ve got a crazy clever idea for a story – if you can’t explain it in a simple way, you’re buggered.

That doesn’t mean you can’t write complicated stories…

I mean, I don’t know if you’ve seen the Rian Johnson film, Looper, but it’s a crazy time-travelling story with loads of twists and turns…

But!

If you needed to explain it in one sentence to a fourteen-year-old child you could very easily say: a young man must kill his future self to save the world.

Simple. 12 words. Including the ‘a’, which isn’t a word. Or is it? Who knows? Who cares?

The point is that the idea is simple to understand – you can grasp it very quickly without thinking too much about it.

Cool.

So, how’s this apply to copywriting?

Well, when it comes to writing headlines, you need to have Vonnegut’s quote in your mind…

But you need to take it to a whole new level!

How’d I mean?

Here’s the deal:

If you need to explain your headline AT ALL – it’s screwed.

Yup. Sorry about that. You need to write a new headline.

You see, what Vonnegut was getting at was if an idea is to be communicated well, even a child should be able to understand it very simply.

A headline is an idea.

It’s an idea expressed in words and therefore it must be simple to understand.

If it requires you to explain it beyond itself, then it has failed to communicate its message.

That sounds fair enough, right?

It almost sounds like common sense.

But be honest – how many times have you written something you thought was great and then got someone else to read it and they didn’t quite get it and you had to explain it to them?

Hey, it happens to me all the time, so don’t feel bad.

At least, don’t feel bad if you have the courage to do something about it.

You see, if you want to be a good copywriter, sometimes you’ll have to delete stuff you like.

Because what you like isn’t always what works.

I’ve written a lot of headlines I thought were really good, very clever and were going to do really well…

But then I’ve shown it to someone to get a second opinion and they’ve not got it.

Of course, I ignore them because I’m a genius.

*cough*

I show it to someone else and they don’t understand it either.

Hmm. I explain it and they say “ah right, that’s really clever,” and I say, exactly!

But, of course, the headline’s already dead.

You see, when you’ve written your headline and it’s out there on the frontline trying to attract the customer’s attention, you aren’t there alongside it to explain what it’s MEANT to say.

It has to do that on its own.

So, when it comes to writing headlines, bear this in mind.

Be strong, be brave and be as self-critical as you can…

And when someone else doesn’t ‘get’ what you’re trying to say in your headline, don’t dismiss them and think other people will get it – take the hint and go back to the drawing board.

Trust me…

It’s annoying to have to start again, but you will write a better headline.

P.S. There’s 240-plus pages of more copywriting insight in my book. Plus you’ll find interviews with copy masterminds, John Forde, Mark Ford and James Woodburn. That’s worth the entry price alone.

So, if you haven’t already, please do take a moment to treat yourself and pre-order a copy today…

You can pre-order The Art of the Click on Amazon here.

Author

Glenn Fisher was born in Grimsby in 1981. After a number of years working in the local council, he left to become a copywriter and founded AllGoodCopy.com, a free online resource for direct response copywriters and marketers. For over a decade he worked with The Agora, a multi-million pound international financial publisher and in 2018, having helped launch and grow Agora Financial in the UK, he left to write copy on a freelance basis, focus on coaching aspiring copywriters and publish his first book, The Art of the Click. He now lives happily with his partner Ruth and dog Pablo on the east coast of England.

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