3 Language Lessons With Frankenstein
Source: Universal Pictures
What is this nonsense?
Did you know that sometimes people write things without trying to optimize them for audience conversion?
Mind-blowing stuff, right?
Literature is one of those things. And hidden in every sentence are lessons on how to:
One: Connect with people.
Two: Create something beautiful.
Become a Better Writer With Mary Shelley’s Frankenstein:
As much as I would love to analyse each and every sentence of Frankenstein, I’ve got some chores to do today, so we’ll stick to a short passage:
“Even broken in spirit as he is, no one can feel more deeply than he does the beauties of nature. The starry sky, the sea, and every sight afforded by these wonderful regions, seems still to have the power of elevating his soul from earth. Such a man has a double existence: he may suffer misery, and be overwhelmed by disappointments; yet, when he has retired into himself, he will be like a celestial spirit that has a halo around him, within whose circle no grief or folly ventures.”
Time to extract some language lessons.
Number One:
“Even Broken in spirit as he is”
Source: The Artifice
The non-physical is made physical as the "spirit" becomes something that can be "broken.”
People are built to understand the world through their senses.
So, if you offer a service or product that does not give the consumer something physical, tailor your language to make it feel real.
For example: your accounting software shouldn't just be:
"the best way to do your taxes"
It should be:
"the best way to crunch those numbers and swallow the dread of tax returns in 5 easy steps".
Number Two:
"The starry sky, the sea, and every sight afforded by these wonderful regions"
Source: Inside Science
Alliteration is the repetition of the first letter nearby words.
It feels poetical. It's a joy to read.
Embrace it.
Humans like to be entertained.
Which means marketing language doesn't have to be dry.
Each sentence should have an internal rhythm of its own that pulls the reader along with its tune.
So, if your your copy las been hung, drawn, and quartered into oblivion thanks tc the desire for crisp" language.
Bring some life back to it.
For example: your vegan dog food shouldn't just be:
"tasty and nutritious food for dogs"
It should be
"Designed for your dog, our food is as tasty as treats but as healthy as hummus.”
Number Three:
"he may suffer misery, and be overwhelmed by disappointments"
Source: Los Anaeles Magazine / By Mike Mignola
Powerful and descriptive language isn't the enemy.
Shelley could have simply written:
"he was miserable and disappointed"
Same message.
But it's as crap as an overly soggy cucumber.
Don't remove descriptive language simply because your copywriter says it's "redundant."
Remember: if extra words help get the message or emotion across, then they're not redundant.
It's essential.
Don’t cut it.
Keep it.
I dare you.
For example: your new range of gothic soft toys shouldn't just be:
"soft and cuddly"
It should be
“as soft as the devil's touch and as cuddly as a pillow wrapped in moisturized human flesh".
Wrap Up
Number One: Tailor your language to make your product or service feel real.
Number Two: Marketing language doesn't have to be dry.
Number Three: Don't remove descriptive language simply because your copywriter says it's "redundant."
