You are about to read my review of Con le parole si fanno i miracoli by Doriano Zurlo and I confess that as I write it I feel a pinch of awe. Actually, much more than a pinch .
There are books that leave a mark . Miracles Can Be Made With Words is one of them.
We may not remember every single page of what we read. But we will be able to draw on the concept forever, marked like a scar in our mind . We will take the book off the shelf and go looking for the exact page where it is located. To reread it and make it ours once again.
This is how it works with all the books on writing and communication that I consider my traveling companions in my profession. Let’s see together why .
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Miracles are made with words: an enlightening meeting
The payoff for With Words You Can Work Miracles reads “Notes on Advertising Writing and Language.” Reading it like this you might think “ Okay, they’re just some scattered notes here and there on words and writing .” Then, as soon as you turn the cover, here’s the revelation : like Bastian in The Neverending Story , a blinding light comes out of the pages and it’s impossible to look away.
This is not just another book that teaches writing for advertising. It is a masterpiece on communication .
They say that there are as many books written about copywriting as there are stars in the Milky Way. But not all of them shine telegram database equally. Doriano Zurlo has managed to accomplish a galactic feat in less than 300 pages. He takes the reader on an extraordinary journey into the world of words ,
And in particular, written words.
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review With words you can do miracles Doriano Zurlo again example brand name activia Easy Web Marketing Nicola Onida SEO copywriter digital marketing Easy Web Marketing SEO copywriter and Digital Marketing
Above is an example of the creative path hypothesized on the creation of the brand name Activia . It seems like a name put there at random. Everything takes on a different vision if a professional lights the way, right? By the way, it was wonderful to find Chiara Gandolfi, whom I interviewed in this article , cited in With words you make miracles .
Why is this copywriting book so special?
With words you make miracles is much more than a simple copywriting manual . But it is also much more than a simple essay on advertising writing . In fact, it could be a novel where we observe the word complete its life path. Or a passionate and lucid ode to the queen of communication .
In With words you work miracles, Doriano Zurlo does not limit himself to expounding copywriting techniques , that would be too banal. He transmits a contagious passion for the art of advertising writing, creative and persuasive. He explains how the copywriter ‘s goal is, among others, to generate enthusiasm with words.
Sift through those that fit perfectly into a shaped slot which is effective communication .
As you read, it is as if he were sharing with you the secrets of his knowledge in a sincere, competent and kind way. And so let’s see how, with words, authentic miracles of communication can be accomplished.
The beauty of With words you can make miracles
Let’s start with the index. Each chapter has a name of its own. Beauty, One, Lumps, Etyms, Lacks, Names, Collisions, Repetitions and so on. All mysterious names that when read individually can communicate very little.
But as you read on, they trigger curiosity and, as the pages unfold, your mind opens up to a complete understanding of the speech. The previous chapter is closely linked to the one we are reading and everything becomes clearer. The result? Wow, an embroidery that is nothing short of brilliant .
At the end of the book, it is as if we were admiring the frescoes of the Sistine Chapel from a privileged point of view: the parousia of the word . This is where the beauty of With words you make miracles lies. We are admiring the sensual forms of something that slowly comes to life and lends itself to the creativity of man .
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The history of the word, anything but banal
Ultimately, everything starts from the word . The word as a heap of sounds, aggregation of vowels and consonants. Doriano Zurlo is masterful in making the reasoning slide: slowly the word takes on meaning for the man who tames it and uses it for play, exchange of impressions and information. Communicate also and above all in a creative way.
With Words You Make Miracles social post takes us on a fascinating journey through the history of the word as a tool of language in human relationships. From an in-depth examination of the sonorous beauty of words and the individual letters that compose them (up to a chromatic association), we are led towards the discovery of the uniqueness of every phoneme invented by man.
But the real miracle happens when Zurlo shows us the magic that is created by combining words with different meanings. It is as if the words were pieces of a mosaic, and the man is the skilled craftsman who assembles them to create masterpieces of persuasion . This explains the importance of etymology . Listen to what he says:
“ The word guglia , for example,
Has as its etymology close to the ancient Italian aguglia , which is a loan from the French aguille , imported into Italy by the Normans and derived from the Latin acucula , in turn a suffixation of the Latin acus ‘needle’ . The remote etymology is *ak- a Proto-Indo-European root which generically indicates something pointed, and which we hear in the French aigu , in English acute , in German akut and in Italian acuto.”
Now, based on these words let’s take a look at the 2013 Staedtler announcement that Doriano Zurlo proposes to strengthen the sense of etymology in copywriting:
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The creatives at Staedtler may not have done it consciously, but they managed to encapsulate in a single image the long history of a word that derives from acuto and is pronounced guglia . This is what advertising communication should do.
The Power of the Word According to Doriano Zurlo
With words you can do miracles reminds repeatedly that advertising writing has basic rules to respect within the language used. And so far nothing exceptional.