It’s always nice to receive recognition from your peers. Especially when you’re being recognized for the quality of your writing.
In this case, I spoke to the power of the parenthetical statement. English teachers largely hate it. But – used properly – it creates a sense of intimacy with the reader.
From my article:
In skilled hands, a parenthetical statement will help bridge the gap between writer and reader, puncturing the invisible barrier between the two. (See what I mean?)
They give you the ability to step out of the copy and into the reader’s space. You can even share what feels like a private joke (just don’t tell anyone else!), transforming your reader from skeptic to confidant.
Today’s marketing evironment demands more from a writer than an ability to neatly arrange vowels and consonants. Audiences are bombarded with messages, and marketing is fast becoming a game of engagement, not manipulation or interruption.
A copywriter capable of selling generates sales.
A copywriter capable of selling and engaging customers generates steady, long-term revenues.