Page 46 - WritingMadlyV3

Three Li]le Words
When I was in my early twenties, I sold advertis-
ing space for a woman’s magazine with the largest
circulation in Britain. I had the good fortune to
work as assistant to a communications genius called
Francis Xavier Muldoon. I have written extensively
about my adventures with FXM in my books How to
Connect in Business in 90 Seconds or Less and Convince Them in
90 Seconds or Less, and my readers love the stories.
Muldoon taught me a technique for writing short
editorial pieces (about 300 words long) to promote a
product. It went like this:
1. Ask yourself a question about the product.
2. Think of three individual words to link the
product to the question.
3. Write a letter to an imaginary friend telling that
person how great the product is, using each of
the words in a separate paragraph.
He showed me how to “write like mad.” His
words.
“Just start writing off the top of your head. No
hesitating. No stopping. No thinking. No editing.
No coming up for air for ten minutes. Focus on ty-
ing those words to the product. When your ten
minutes are up, take a break for a couple of minutes;
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