Love, explained by a copywriter

Someone asked me an enormous question the other day…

“What’s it like being in love?” he said.

I thought for a moment…

“That’s an enormous question,” I said.

“Yeh,” he said. “I guess it is.”

I sipped my beer and thought some more. Then I answered:

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“Well…” I said.

“Sometimes I wake up and she’s not there. She’d already left for work. On those days, I roll over onto her side of the bed and hug her pillow. It’s cold and comfortable and it smells like her shampoo. Then I fall back asleep, thinking about her.”

I sipped my beer again.

It was quiet.

“That’s what being in love is like?” he said.

“Yes,” I said.

He sipped his beer.

It was quiet again.

“I get it,” he said.

It’s just a moment.

What I described is just this itty-bitty thing that reminds me of the love I have with my fiancé.

But it also represents an enormous, universal concept. A concept that’s almost too big for words — and certainly too big to fit into a clean sentence.

And therein lies my point: Next time you need to efficiently articulate an enormous concept, whether it’s about love or life or business…

Zoom in.

Put the concept under a microscope and focus your reader’s attention on one spot.

That is, zoom in on a specific event tied to that concept.

If your audience can relate to that event, it will carry weight.

It will tell your story better than you think.

P.S.

Kelsey,

If you’re reading this, I love you.

And I can’t wait to marry you.

Happy Valentines,

Eddie

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