Write Your Way Into Someone's Heart

This is my territory. I am a believer. For most people there is one good, well-crafted message you can relay in which you write your way into their heart. Case in point:

“We smuggled this salsa across the border. It would have arrived sooner had we not stopped in Tahoe to hit some fresh powder.” – Barracuda Taqueria Menu, Seattle, WA

My state of mind when I read this: Oh, God, I’m desperate for some good friggin’ tacos with really good salsa! Desperate as in…I am going to move back to Texas and go on a month-long taco binge if someone doesn’t help me out here. Does no one in Seattle understand the importance of a good taco?!

But alas, someone does. This someone even understands exactly what I needed to know about their product that makes it so special. Translation:

The salsa is fresh, it’s fiery and we would be shot before adding catsup, sugar or anything that mildly resembles Pace. Also, it’s bold and it takes its time to marinate. Good things are worth the wait. Please note that this brazen menu statement would not have meant anything if the restaurateur couldn’t deliver on the promise.

Some thoughts while writing your way into someone’s heart:

• Engage me, entice me, enchant me, and even infuriate me if it will make me remember you.

• Don’t worry if they don’t get it. They weren’t the ones you were targeting anyways.

• Write fearlessly as if you suspect someone will try to edit you for too much sass.

• Be brief. I’m constantly working on this one. It’s a doozie.

• “Be bold, be bold, and everywhere be bold.” – Herbert Spencer

I studied to be a copywriter then I studied the art of the scripted media message. None of it felt right. If I couldn’t generate the heart to put into it how could I expect to produce authenticity? I find authenticity in the post-it messages I leave on my bathroom mirror…and hope they find their way into someone’s heart.