The World’s Best Copywriters...

...are chefs. Here’s what Geoffrey Johnson of www.enville.com writes in his Wine Loop (we’re friends enough for him to keep me on the circulation list, for which I’m eternally grateful):

"My thoughts on this are purely O Mourvédre, how I love thee. Liquid sunshine, extreme fruit, full in the mouth on a broad platform, supported by just enough tannins. The varietal Mourvédre does so well in Vin de pays d’Oc, a gem in their crown. I bought several cases of the previous vintage and wished I bought more, very short term cellaring potential. My advice, buy more than you think you will need, believe me, you will need it all, a gift from Baccus at only $11.95 per bottle."

(Now I'm afraid he’s really going to kick me off the list!)

Wonderful, powerful copy. A carnival of metaphors. A parade of the imagery. (Last time I checked, the only fruit that goes into wine is grapes. And how the heck do you bottle "sunshine"?)

Hey, there is even a testimonial and a "call to action", and Geoffrey isn’t even selling this stuff himself!

Such writing creates magic. People love magic. Good chefs are magicians when they craft those glorious edibles with their hands. Great chefs know how to weave some of this magic into their writing too.

Now, how do you write magic about your business?