I'm writing the copy for a direct mail piece that one of my clients will be sending this month. Because of the timing, the mailer has a Halloween theme. My client liked the first draft, but felt there was "too much punchline" and not enough of a selling message to the copy. Going back to my baby analogy, I was faced with the difficult task of deciding which babies to keep, and which had to left at the orphanage.
Two of the lines that didn't make the cut:
- Self-sabotage is the monster in the closet.
- The status quo is the creature under the bed.
I'll miss the little guys.