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November 13, 2009
50 in 50. #7: Powerlines
Dumb title, good book. When I think of “power lines,” I think of wires that carry electricity, not of “words that sell brands, grip fans and sometimes change history.” But I suppose the author Steve Cone had to find some clever way to capture what this book was about, and “powerlines” was the best he could do.
(Perhaps acknowledging that he has a problem, Cone writes in chapter 1 that a “powerline delivers an electric surge, a current that charges the mind long after the initial message is received.” Electrifying metaphor, man.)
Title aside, the book is a value tool for anyone who needs to create a compelling phrase.
Cone starts with a definition of “powerlines,” which, he says, tell “a compelling story about an event, person, place, product, or a part of human nature that has lasting impact. Sometimes these lines are just a few words, sometimes several sentences, and once in a great while, must one word.”
Who uses powerlines? Cone provides many examples; for instance:
Government “I want YOU for U.S. Army” or “Only You Can Prevent Forest Fires.”
Politics: “I like Ike” (Eisenhower) or “It’s morning again in America.” (Reagan)
Movies: “Don’t go in the water” (Jaws) or “Size does matter.” (Godzilla)
Marketing/advertising: “A diamond is forever.” (De Beers) or “Just do it” (Nike)
Cone then goes on to share some advice about how to create a powerline, suggesting that you test your draft by asking five questions:
1. Is the line clearly descriptive and unique?
2. Is it 100 percent true?
3. Is it enjoyable (not bland or humorless)?
4. Does it work in all channels (and is it applied everywhere)?
5. Is it memorable?
I’ve got to give advice about writing for a project I’m working on, and this book has been great food for thought. I think it will help you, too, if you’re trying to create copy that’s succinct, catchy and memorable.
Posted by Alison Davis at November 13, 2009 02:58 PM
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