Dear copywriters,

When my son was in preschool, he went on a field trip every month. In September, they went apple picking. October was something to do with Halloween that I’ve long since forgotten. Most of these field trips centered around food: Domino’s Pizza. The local confectioner. Red Lobster. Learning moments all around.

On the flyer that would come home, the trip would be described in various detail: whowhatwherewhenwhy + how much, activities, and then, in dramatic conclusion, always the same statement. A call to our imagination as parents wanting the best for our child:

“Imagine the possibilities.”

It became a running line in our family, whenever we were describing something and we’d come to the end of our capability to draw on our somewhat extensive vocabularies for yet another adjective: “Imagine the possibilities.”

Only thing was, I started seeing it everywhere. Possibilities in my grocery store’s brochure about carry-out dinner. Possibilities in blog posts. Even on the cover of the latest catalog from Omega Institute. The freakin’ possibilities:

Possibilities are awesome.

Most people don’t dwell in possibility often enough. We shut ourselves down before we get there. We talk ourselves out of having what we want. We, to use another tired phrase, think small.

But, as a copywriter (and I’m going to put this in big letters so you don’t miss it) —

You need to help us *see* the possibilities.

That’s your job. And that’s why they pay you the big bucks, my dear. So you can paint that picture for us.

If you tell us to imagine the possibilities (to be blunt) you’re being lazy.

First, you — the writer, the marketer, the salesperson, etc — need to imagine the possibilities for us. That starts with listening. Listen to what we want. Tell us what we need (before we even know we need it). And then tell us the story of why we need it. Spell it out. Leave nothing to the imagination, as it were.

And if you really want to use the word “imagine” (it’s a totally awesome word, by the way), try it this way: Say “Imagine this:” and then tell us what to imagine.

That’s what Lennon did, and it worked pretty well for him.

xo — Sandra

Sandra Gardner is a writer, designer, online marketing strategist, and the founder of Tall Red Poppy Media, a company that helps small businesses stand out + shine. She also writes on creativity & getting past your fear at tallredpoppy.com. This post first appeared on the Tall Red Poppy Media blog.