Scenario: Man buys $10,000 training program for exotic investments
Emotional argument: “Top Financial Advisor in the world reveals his secret to winning billionaire clients. Only 100 copies available.”
Logical argument: “Even if you decide not to seek out billionaire clients, you’ll need to master this skill just to stay employed as a financial professional.”
Says to wife later: “It’s a great way to earn some extra cash. Besides, I need to know this stuff just to keep my job. You know, with all the competition these days.”
Everyone has a tone of voice, whether they realise it or not. Accents aren’t limited to the spoken word. Everyone has subtle habits, preferences and tendencies that they project onto the written word. It’s the copywriters job to wade through those tendencies and deem whether they’re acceptable or not. Happy-go-lucky types LOVE to add unnecessary exclamation marks! They do it naturally! Some People Genuinely Type In Title Case On Headlines For No Good Reason At All. Some love an unnecessary… ellipsis. Others have absolutely no idea where to close their sentences or when to shove a comma in believing the more flowery words they type the more it looks like they know what they’re talking about and these people even get copy bingo bonus points if they can do this with no commas but then achieve the holy grail at the very end; the unnecessary semi-colon.
Virginia Woolf had a beautiful habit of swapping the narrative perspective mid paragraph. Jane Austen used double negatives. Charles Dickens was the king of run-on sentences — and E.E. Cummings didn’t give a flying cockatoo what you thought about capitalisation. That man capitalised whatever word he damned-well pleased. Or didn’t. Don’t get me started on Hemingway, whose grammar was a mix of playful creativity and 46% malt whisky.
I began to uncover layers of pathology. In doing so, I realized at my root, my depression and anxiety — as well as my oversharing, confessionals, defensiveness, self-sabotage, and passive-aggressive system of over-promising and under-delivering — stem from a validation addiction, fueled by anxious attachment, rooted in buried trauma, and activated by associated triggers: rejection, dismissal, underestimation. I hadn’t yet climbed out of the darkness, yet the sun was rising and the clouds were beginning to part.