St. Michaels, Maryland is known as “The Town that Fooled the British.”
During the War of 1812, this quaint hamlet on the eastern shore was a shipbuilding and trading port.
In the early morning hours of August 10, 1813, a group of British ships crept up the nearby Miles River with plans to attack the town with cannon fire.
Luckily, the residents had received an early warning and were able to evacuate during the night. Before they left, though, they extinguished all the lights in their homes, and placed lanterns in the trees on the outskirts of town.
They were following the orders of Brigadier General Perry Benson. The commanding officer of the Talbot County Militia came up with the idea, in hopes the British would mistake the lanterns for actual homes, thinking they were up on a hill.
His plan worked. The British came ashore in small boats, as the locals were waiting for them. The Americans fired several shots at the enemy, then grabbed their flag, and ran back into the darkness. The Brits quickly prepped their cannons and took aim for what they thought was the town. Firing high towards the lights, they overshot St. Michaels, missing the town, except for one home where the cannonball remains to this day.
General Benson was clearly thinking outside the box.
It is this type of creative plotting that can work in the writer’s favor. Finding a unique way to lead into your copy, be it a sales letter, email, content article, etc., can truly help you draw in the prospect. Not to mention, stand out from the competition, and score brownie points with your client.
Whatever you can find that might be a fresh spin on the material… It could be a personal story, current event, or a bit of history you could weave into your lead. Or, a special feature of the product or service you’re marketing. Even a testimonial that gets attention can make for a great intro.
But, what happens when you’re writing and draw a creative blank?
Here’s what to do when your deadline is fast approaching, and you’re coming up dry…