John Sturtevant's Business Writing Seminars - Learn how to write what you mean.
Get the confidence and skills you need to communicate your ideas clearly and persuasively.
Clear idea #6: Perfectly sliced tomatoes.
Simple ideas to help you write what you mean – clearly and persuasively.
6. Perfectly sliced tomatoes.
Remember the Ginsu Knives commercials that ran on late-night TV? Those people sold millions of dollars worth of knives thanks to seven simple words. “Look how easily it cuts a tomato.”
They showed us what we really wanted. Perfectly sliced tomatoes, not a knife. Looking at that guy slice through those rosy beefsteaks, I could almost taste their wonderful sweetness. And so could millions of other people who ordered Ginsu Knives.
People make decisions based on benefits not features. The next time you’re pondering how to start a letter, or planning a presentation, or editing your web site, think about the people who have to listen to you. And imagine perfectly sliced tomatoes.
Learn to think clearly and write what you mean.
