The man is bewildered by the change in fortune. When the woman returns, he asks her what she changed to his sign. Her reply? “I wrote the same, but in different words”. The words she chose? “It’s a beautiful day and I can’t see it”.
This is the story within a brilliantly produced video (embedded below) by Purple Feather, a group of content specialists based in Glasgow, Scotland. The video is entitled ‘The Power of Words’. To me, there’s no better example of the way in which good copywriting can transform perspectives.
It’s easy to recognise good copywriting when you see it, but there are actually several characteristics that really separate outstanding writing from the rest of the pack. Want to know them? Read on below to find out.