Verbal & Visual Voice

Voice – the look and tone that unify your bookVerbal begins with concept copy.Visual begins with the choices you make in writing elements.

You must establish the VERBAL voice first.

Your goals:

• Marry the concept to the message.• Hook the reader. Don’t explain a concept.• Be clever and playful – tease your reader.

Pique your reader’s interest.

To reach your goals:

• Less is more.• Use universal experiences.• Use plain language. Avoid writing essays.• Look to the professional world.

Study the pros. Study the craft.

• TV ads• Magazine ads• Newspaper ads• Web pages

Why do they work? Reading and studying ad copy enables you to model a fresh tone for the verbal conceptual development.

I’ll keep running

Because it gives me a sense of accomplishment. I can say to my friends, “I ran three miles today.” Which sounds a little more impressive than, “I watched three hours of reality TV.”

I’ll keep running

Because it’s my time to be alone. I don’t have to entertain anyone or try to be funny. Although I did make that group of people laugh in the park that day. Tripping over a sprinkler head will do that.

I’ll keep running

Because it gives me something to do on the weekends. Sure, I could always hit a few garage sales, but I doubt I’d burn 300 calories buying a snow globe of Albuquerque.

I go to HomecomingBecause it makes me appreciate how hard Student Association works.Because everyone knows Mr. Lange doesn’t sleep the night beforeBecause it’s a night when everyone shines.

And because, face it, I look hot in my Homecoming dress.

(Casa Robles High School – Casa Robles, CA)

I play footballBecause it gives me an opportunity to represent my school pride.Because Coach Ryan teaches more than passes and plays.Because it’s a chance for me to be a dedicated teammate.

And because I can hit the snot out of somebody and not get expelled.

I …

Because…Because…Because…

And because …

Barry Sanders-running back, DetroitToo often we are scared.Scared of what we might not be able to do.Scared of what people might think if we tried.We let our fears stand in the way of our hopes.We say no when we want to say yes.We sit quietly when we want to scream.And we shout with the others,when we should keep our mouths shut.Why?After all,we do only go around once.There's really no time to be afraid.So stop.Try something you've never tried.Risk it.Enter a triathlon.Write a letter to the editor.Demand a raise.Call winners at the toughest court.Throw away your television.Bicycle across the United States.Try bobsledding.Try anything.Speak out against the designated hitter.Travel to a country where you don't speak the language.Patent something.Call her.You have nothing to lose and everythingeverythingeverything to gain.JUST DO IT.

(NIKE)

EHS (EVERYONE HAS SOMETHING)Too many of us believe we have nothing. Nothing to express our inner passion. Nothing to account for all our hard work. Nothing to stand for. We force ourselves to blend in with the crowd. We say “you pick” when we want to say “I choose.”We hide behind when we want to come forward. We see the person we want to be, but are not brave enough to become. Wake up! After all, do you really want to become a shadow forever? Open yourself up to what is already there. Don’t hold back. VALUE the life you have been given. Show that you have nothing to lose and everything to GAIN. Step onto the court and PROVE you’re an athlete. Share with the world what they did not know before. FIND the strength to be yourself and to make others see you for who you are. Try anything. Follow your heart. Trust your gut. You have a uniqueness that is infinite. With infinite ways to show it. So be someone worth knowing. Everyone. Everyone. Everyone has something.

(Enochs High School – Modesto, CA)

THIS IS THE BAG

that holds the computerwith the presentationthat will win us the businessand get me promoted.

THIS IS THE… (the bag)

that… (holds the computer)with… (the presentation)that… (will win us the business)and… (get me promoted)

http://www.sarahrhughes.com/wp-content/uploads/2009/01/asics-xc.jpg

BOLD. SOPHISTICATED. WITH A HINT OF GNARLY.

It’s easy to spot a Gnarly Head. They know that 35 to 80 year old vines produce the full-flavored grapes that make bold wines. They have the stories, and occasionally the scars, of a life lived boldly.

. .With a hint of .

It’s easy to spot a . They know that…They have the… And occasionally the …Of…

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