Introduction - The Power of Evocativeness
Lesson 21 from: From Structure to Style: Master Your CopywritingShani Raja
Introduction - The Power of Evocativeness
Lesson 21 from: From Structure to Style: Master Your CopywritingShani Raja
Lesson Info
21. Introduction - The Power of Evocativeness
Lessons
Chapter 1: Copywriting Fundamentals
1Class Introduction - Overview of the Course Content
03:50 2The Five Aspirations of a Superior Copywriter
05:28 3The Importance of Defining Your Intention & Audience
06:02 4The “Secret Sauce” of Good Copywriting
04:29 5Quiz - Chapter 1
Chapter 2: Simplicity
6Introduction - The Power of Simplicity
02:06Tight Writing - How to Make Your Writing Snappy
05:43 8Tell it Straight - How to Write Plainly & Straightforwardly
03:36 9Don’t Overcomplicate - How to Avoid Unnecessary Complexity
04:59 10Quiz - Chapter 2
Chapter 3: Clarity
11Introduction - The Power of Clarity
01:33 12Nailing Down Your Ideas - How to Fix Fuzzy Ideas In Your Copy
04:07 13Place Words With Care - How to Avoid Misplacing Words
03:49 14Be Specific - How to Avoid Ambiguity, Jargon & Abstract Writing
09:09 15Quiz - Chapter 3
Chapter 4: Elegance
16Introduction - The Power of Elegance
01:57 17Present Elegantly - How to Make Your Writing Look Good
04:10 18Narrative Flow - How to Structure Your Copy Beautifully
04:09 19Musical Writing - How to Give Your Writing Rhythm
05:31 20Quiz - Chapter 4
Chapter 5: Evocativeness
21Introduction - The Power of Evocativeness
02:28 22Add Variety - How to Reduce Monotony in Your Writing
03:10 23Be Bold - How to Steer Clear of Weak Words
03:34 24Create Pictures - How to Make Your Writing Jump Out
06:23 25Quiz - Chapter 5
Chapter 6: Editing With Style
26Introduction - Get Ready to Edit
01:31 27The Quick-Smart Editing System
16:11 28Quiz - Chapter 6
Chapter 7: The Road Ahead: What’s Next?
29How to Nurture Your New Skills
03:06Final Quiz
30Final Quiz
Lesson Info
Introduction - The Power of Evocativeness
in this chapter, you're going to learn how to apply the fourth ingredient, evocative nous to your writing to give it even more of a shine. And by the end of the chapter you will know how to turn dull and colorless writing into prose that is colorful and stimulating. But first I hope you're beginning to appreciate now how the four ingredients of simplicity, clarity, elegance and evocative nous all fit together to create superior writing, simplicity. We saw turns slow and heavy writing into prose that is lively and punchy clarity, turns unclear. Hazy and fuzzy writing into prose that is bright, sharp and focused elegance transforms writing that is messy and clunky into prose. This orderly and graceful, well evocative nous is really the missing piece of the writing puzzle. See you can have writing that is punchy sharp and graceful, all of the qualities that arise from focusing on simplicity, clarity and elegance, but it still might be missing that crackle that flare unless it's also evoca...
tive, evocative writing is basically writing that fires up your imagination and moves your emotions because it's colorful, vibrant and passionately expressive. To help you get a better idea of the power of this concept. Take a look at the richness of evocative detail in this line from a Nabokov novel, the males of the firefly, a small luminous beetle more like a wandering star than a winged insect appeared on the first warm black knights of artists, one by one here and there, then in a ghostly multitude dwindling again to a few individuals as their quest came to its natural end. Now you don't necessarily need to have this ingredient of evocative nous in, for instance, run of the mill business writing, your writing will come off as professional enough with just simplicity, clarity and elegance probably, but evocative nous if done skillfully and in the correct kind of doses can add a shine even to ordinary business writing, helping to turn dull gray copy into something much more engaging and captivating. So I want to start by looking in the next lesson at the concept of variety and how applying this idea of variety to your writing can infuse it with a considerable degree of life and energy.