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Introduction - The Power of Evocativeness

Lesson 21 from: From Structure to Style: Master Your Copywriting

Shani Raja

Introduction - The Power of Evocativeness

Lesson 21 from: From Structure to Style: Master Your Copywriting

Shani Raja

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Lesson Info

21. Introduction - The Power of Evocativeness

Lessons

Class Trailer

Chapter 1: Copywriting Fundamentals

1

Class Introduction - Overview of the Course Content

03:50
2

The Five Aspirations of a Superior Copywriter

05:28
3

The Importance of Defining Your Intention & Audience

06:02
4

The “Secret Sauce” of Good Copywriting

04:29
5

Quiz - Chapter 1

Chapter 2: Simplicity

6

Introduction - The Power of Simplicity

02:06

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.

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