All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results

Chapter 11. LOST YOUR VOICE?

Every person has his or her own voice. It is a combination of the pacing, accent, pitch, tone, vocabulary, and inflection. Put them all together and you have a distinctive voice and unique sound.

It is the same with your communications. You want to create a good idea for your Phufkel, to make it seem singular and desirable. The sound should reflect the identity you have created. I don't mean "sound" only as in the sound that comes from your iPod or television. The printed word also has a sound of its own. It is the unique voice of your Phufkel and one that you need to capture in every message you create.

Here is what I mean: Read the following paragraph out loud, in the style of Woody Allen or Clint Eastwood, or Whoopi Goldberg.

"Breakfast at the Stage Deli is not chopped liver. It is portions you cannot finish without you have an assistant. There are deli omelettes which it will take two of you to lift from the plate, on account of their being overstuffed with corned beef, pastrami or salami. Smoked fish platters from which you can decide on your preference of nova, belly lox, white fish, baked salmon, and sturgeon. The Stage cheese blintzes, which are in the category of best in the city, are presented with sour cream and preserves of fruit. We serve breakfast all day, from whenever you arise to whenever shuteye is deemed necessary. Or, if you do not wish to turn up here, there are eager delivery persons who are accessible from 7:00 A.M. to midnight. Enjoy ...