How to Make Your Writing as Portable as Kool-Aid

View profile for Sandy Franks

I turn overlooked stories into scroll-stopping narratives. | Creator & Writer | Substack Publisher | Brand Historian for the Curious

Most writers don’t fail because of bad ideas. They fail because their writing is too damn heavy. In the 1920s, Edwin Perkins had a thriving little mail-order business( that he ran out of the back room of the local post office). One of his bestsellers? A liquid concentrate called Fruit Smack. But there was a problem. Shipping glass bottles was expensive. They broke. They leaked. Customers complained. Instead of giving up, Perkins reimagined the product. What if the flavor could be condensed into powder? Small, light, and easy to ship. That pivot created Kool-Aid. A product so simple kids could mix it themselves. Cheap. Portable. Scalable. What does this have to do with writing? Your ideas are the “Fruit Smack.” If they’re too heavy, too complicated, too hard to deliver—your readers won’t stick around. The fix. Do what Perkins did. Strip it down. Make it portable. Create writing so clear and easy to consume that anyone can “mix it themselves.” Because great businesses—and great writing—aren’t built on complexity. They’re built on ideas packaged so well, they spread. So next time you write, ask yourself: Have I made this easy enough for my reader to consume every word. Every sentence. Every paragraph.

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Janis Crabtree

The Marketing Guild, Inc.

2mo

Your hook grabbed my attention! Then “a smooth as glass” seque took me straight into a good story. Enjoyed this read!

Bob Bly

Direct response copywriter recognized for writing copy that sets new sales records and improves your marketing ROI

2mo

Not a big Kool Aid fan, but I did love grape soda!

Judith Culp Pearson

Transformational Life Coach Empowering Women to Discover, Embrace, and Thrive in a life that’s aligned with them.

2mo

I never cared for Kool Aid - way too sweet, but I know people who lived on it. But the interesting part is the way he reinvented it.

Paramananda Clifford

🕉️ Kriya Yogi | B2B copywriting coach | 10x more valuable than other courses | Turning aspiring copywriters into confident, authoritative copywriters | Hindu monk | Retired B2B copywriter & award-winning filmmaker

2mo

Sandy Franks Yes, indeed, writers fail because their writing is too damn heavy. But..... They also fail because they don't know how to market themselves. No marketing = no income. Once they learn how to market themselves (um, finding their niche is a clue!), they can market their hearts off!

Adrian Quester

I do marketing | Sometimes communications | Winner of awards | Average cook | Often cycling

2mo

Most writers don’t need better ideas, they need to strip out the waffle so the thought can actually make it clearly through to the reader.

Jeff P. Jackson

#Medical_Device, #Biotech, #Healthcare_Writer, #Medical_Ghostwriter. I write for ALL your readers, no matter their expertise. Getting the right info to all, so they understand, strengthens your brand. (See “About.”)

2mo

Sandy, isn't that referred to as the "One Big Idea?" Love it!

Doug D.

Expert copywriter with 40+ yrs in direct response, generating $100M+ for clients. Recognized by industry leaders for high-conversion promotions.

2mo

Thanks for sharing, Sandy

Stennett Eberly

I write high-quality e-newsletters, blogs, emails, and social media posts that keep you in front of your ideal customer. E-Newsletter Specialist | Certified SEO Copywriter | Certified Social Media Specialist | Copyeditor

2mo

Love this, Sandy. It’s very true.

Shelli Schilke

Direct Response Copywriter | AI Automation Specialist | Chat Marketer for Real Estate, Health & Wellness, and Other Service Businesses

2mo

I love "drinking the Kool-Aid" when it comes to great marketing insight and advice. Thanks for sharing!

Kevin Wood

Sales/Copywriting/Marketing. Rep for outdoor/indoor products for dealer & trade sales, copywriting, B2B email , customer retention specialist, sales enablement.

2mo

Thanks, Sandy. I will keep this pearl of wisdom top of mind for everything I write.

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