Page 134 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

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GIVE ME SOME MEAT!
Clarence Darrow was a famous trial lawyer. You have probably heard of him and his famous Monkey Trial. Or maybe you saw the one-man show where Henry Fonda portrayed the lawyer. Darrow was an idol of mine when I was a teenager. I almost be- came a lawyer due to his inspiring life. That great man once said:
“As long as the world shall last there will be wrongs, and if no man (or woman) objected and no man (or woman) rebelled, those wrongs would last forever.”
I object to a practice far too many writers still believe in and use. I call these particular writers creators of “malnutritious writing.” These are writers who leave out the vitamins in their writing—the facts. They feel that a knack for writing is all you need to persuade readers to listen to them.
These writers are “vegetarians” because their writing lacks meat. It lacks substance. It lacks credibility. They are so in love with their phrases that they overlook the need for reality.
There’s an old joke about a writer who applies for a job at an ad- vertising firm. The employer says, “Your resume consists of lies and empty statements. You got the job!”
The belief that too many writers still have is that a catchy letter or cute writing style is all you need. Sorry, Charlie. Readers are
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