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You're like my best friend

Think. Write. Lead.
You're like my best friend
By Diego Pineda • Issue #2 • View online
Welcome to Think.Write.Lead., the weekly newsletter that shows you how to write like a thought leader. Grab a coffee and enjoy!

We just bought a condo. And I consider myself a pretty smart reader.
Wait, what?
Those two sentences don’t make much sense together, right?
Well, they do in my mind. Let me explain.
You see, when we bought the condo, we had to sign a 100 plus-page contract. And although I’ve read hundreds of books and articles, including medical journals…. For the life of me I could not understand that damn contract.
If legalese is an official language, it should be illegal!
So I met with the agent from the builder and asked him to explain clauses 2.1, 2.4, 3.6, and so on.
He read and re-read the clauses, made some notes, frowned a few dozen times, and then and tried to explain it.
It didn’t match up.
“I understand you,” I said. “But what you’re saying is not what is written in here.”
Can you relate? Please tell me I’m not the only one!
Obscure writing is like a venereal disease infecting all sorts of industries.
The good news is that there is a treatment.
I call it the CARE package.
Imagine if every document you read, from financial statements to the exhilarating terms and conditions on every website, were written with context and simple language.
*Sigh*
Sounds dreamy, I know.
Sounds dreamy, I know.
But that’s the CARE package that you are going to use. It will make your copy so darn good that your readers will put your photo on their fridge. Or their wallet.
CARE stands for:
Clear
Analogies
Relevant
Examples
You are going to package your piece of writing in clear analogies or relevant examples. Or both.
THINK.
What are some analogies from daily life that I can use to explain my concept with clarity? Find analogies with more than one possible parallel.
What are some relatable stories I can tell to illustrate my points with impact? These can be personal or from someone else.
WRITE.
Take a look at these examples of analogies:
1. Now pick a topic you write a lot about, or that your audience cares for, and come up with an analogy to explain it.
An analogy is a comparison between two things, finding parallels or similarities. Learn more about analogies here.
2. Write a personal story that serves as a relevant example for your topic. You can tell a story to illustrate the problem (like I did in the opening of this issue) or to illustrate the solution.
The examples don’t need to be long or too elaborate. For instance, in this post I used three examples of two sentences each.
LEAD.
In his book, The Art of Explanation, Lee LeFever says:
“Explanation is not focused on facts, laws, or specifics. Explanation is the art of showing why the facts, laws, and specifics make sense. By clarifying the reason an idea makes sense, we can put the facts into perspective. As such, explanation is the practice of packaging facts into a form that makes them easier to understand and apply.”
A thought leader goes beyond facts and figures and distills the why of things.
A thought leader transcends theory and teaches how to apply knowledge.
Lead with insightful perspectives.
Lead by example.
Get to work and happy writing!
Get to work and happy writing!
P.S. Wondering what the subject line of this issue is about? It’s an analogy for how I feel about my readers.
Did you enjoy this issue?
Diego Pineda

Write like a thought leader: tight, sexy, and elegant copy that stirs emotions and changes minds.

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