Temat: The History

Your Event, Stories, and P.T. Barnum
Stories are a powerful way of presenting information. People have a much easier time relating to information presented in a powerful and persuasive story than they do “just the facts.” Do you use powerful stories to promote and market your event? If you aren’t, you might want to reconsider.

Use Their Words and Write Passionately

One place where very astute grammar should take a back seat is when writing advertising and promotions. When is the last time you read a story and thought to yourself, “that story was amazing, I have to tell my friends about how grammatically correct it was!” It doesn’t happen. We love stories because they resonate with us at a deep and personal level. It’s OK to sacrifice some grammar for a compelling story. I know my English composition teacher probably wants to reach through the screen and strangle me, but it’s true. Very technical writing is very boring to read. Use the words and jargon of your prospect in all your promotions, write passionately! Some of the greatest marketers on Earth have sales letters and copy riddled with improper grammar. I’ve never seen a properly written ad that lacks passion make money, EVER!

Below is some ad copy from the New York Sun advertisement written by P.T. Barnum. He writes about the supposed nurse of George Washington. His writing is passionate and persuasive.

GREAT ATTRACTION AT NIBLO'S -- UNPARALLELED LONGEVITY . . .
Joice Heth is unquestionably the most astonishing and interesting curiosity in the world! She was the slave of Augustine Washington (the father of Gen. Washington) and was the first person who put cloths [sic] on the unconscious infant who was destined to lead our heroic fathers on to glory, to victory, and to freedom. To use her own language when speaking of her young master, George Washington, "SHE RAISED HIM!"

Joice Heth was born on the island of Madagascar, on the coast of Africa, in the year of 1674, and has consequently now arrived at the astonishing age of ONE HUNDRED AND SIXTY-ONE YEARS!!! She weighs but FORTY-SIX POUNDS, and yet is very cheerful and interesting. She retains her faculties in an unparalleled degree, converses freely, sings numerous hymns, relates many interesting anecdotes of the boy Washington, the red coats, &c., and often laughs heartily at her own remarks, or those of the spectators. Her health is perfectly good, and her appearance very neat. . .

The appearance of this marvellous relic of antiquity strikes the beholder with amazement, and convinces him that his eyes are resting on the oldest specimen of mortality they ever before beheld . . .

Source: New York Sun, August 21, 1835.


Are you using persuasive and passionate writing to get people excited about your event? The information above is applicable to almost any form of advertisement: email, billboards, posters, direct mail, etc. If you aren't creating compelling copy you're selling your event short.