“It’s spring and I’m blind”
I recently finished reading “The Idea Writers: Copywriting in a New Media and Marketing Era” by Teressa Iezzi. Overall I enjoyed the book, which thoroughly discusses successful marketing campaigns– mostly digital– from the last decade or so. I would say the part that stands out the most is toward the beginning.
Iezzi brings up a true story about a blind beggar on a street corner. The man’s sign reads “I’m blind. Please help.” Sadly, no one is giving him money. An observant copywriter walks up to the man and changes his message to “It’s spring and I’m blind.”
This simple rephrasing changes everything. Instead of receiving nothing, he starts getting loads of money. Something about the new phrase appeals to people’s emotions, which really speaks to the power of good writing.