This morning, I had coffee at the little harbor in the old fishing village of Volosko, on the Croatian seaside, where my dad has an apartment.
The harbor in Volosko is very small, enough for a dozen small boats. It’s surrounded by colorful buildings with wooden shutters and blooming flowers on the window sills.
Today being Sunday, it was quiet, nobody much around, just the docked boats slapping against the sea. Somewhere a mast stay was clanging against the mast.
In the middle of the small harbor, there is a breakwater, which has been converted into a terrace for a nearby cafe. I was there this morning, with my dad and his wife, sitting in the shade, sipping an espresso and watching people walking their dogs.
I’ve been staying in Volosko for the past four days. I’ve largely had an unenjoyable time. I’m not joking.
I asked myself, how?
I realized it’s because I spent the four days at my computer, at home, mostly working. My dad and his wife have been doing the same — on their screens, maybe working, maybe just wasting time.
It’s been said, if you write sales emails, make them entertaining. Take people for a ride. Because people’s everyday lives are rather dull and limited. That’s not me being condescending. I myself am as guilty of living a dull and limited life as anybody, or maybe more so, since I sit in front of the computer so much.
So when you write sales emails, show people a scene. Take them for a ride, or a little trip. It will be good for your readers, and good for you too — because it will force you to look up from your own screen on occasion and see the rather rich world that surrounds you.
The last time I was in Volosko was a year ago. I traveled there for business — so I could write and send my Most Valuable Postcard #2.
If you want to see more of Volosko, and of Opatija, the bigger beachhead resort town that Volosko has merged into, you can find a bunch of photos of that inside my MVP2 below.
And besides the pictures, MVP2 also has a point — the essence of copywriting and marketing, as I see it, woven into a bunch of stories. Here’s the link: