Write in 3D, not 2D.

Whenever possible, write in 3D, not 2D.

Say you need to write a single paragraph underneath an image of the new Allbirds slippers on their website, or in an email campaign. (The brand name is used for illustrative purposes only.)

A rookie writer would likely say something like, “Made from the finest New Zealand sheep wool, these slippers are super comfortable and crafted to the high, sustainable standard you’ve come to expect from us.”

That may be adequate, but it’s also 2D, aka emotionally unmoving.

Wanna see what the same paragraph could look like in 3D?

Our customers tell us that wearing these slippers feels like being barefoot on a fur rug.

Jun 25, ’20