The School of “Emo” Copywriting
Thursday, March 18, 2004 – In the latest edition of the I-Copywriting Digest, “moderator” Nick Usborne suggested that online marketers are becoming less and less personal online. “Why,” he asked, “are we retreating into that familiar territory of corporate-speak, when we would do better to step forward and touch our readers one by one?” I must say his commentary struck a chord with me, as I’ve always been partial to the school of "emo" copywriting. Show some enthusiasm. Express your emotions. Don’t be afraid to open up to your audience and connect with them personally. They’ll respect you for it. And respond affirmatively. That’s what I say. And that’s what I did say -- for the most part -- in a letter I wrote back to Nick (agreeing with him…