{"id":13309,"date":"2020-02-29T03:11:35","date_gmt":"2020-02-29T07:11:35","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=13309"},"modified":"2020-03-05T14:27:06","modified_gmt":"2020-03-05T18:27:06","slug":"how-to-write-in-detail","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/","title":{"rendered":"How to write in detail"},"content":{"rendered":"<h2>Steal tips from these holiday messages<\/h2>\n<p>Hey, we know. Thanksgiving was so November 2015. But we couldn&#8217;t resist sharing these delicious holiday messages from two of our brilliant clients.<\/p>\n<figure id=\"attachment_23327\" aria-describedby=\"caption-attachment-23327\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"23327\" data-permalink=\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/how-to-write-in-detail-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-write-in-detail\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Not another turkey!&lt;\/strong&gt; Here\u2019s to putting the Ho Ho Ho into ho-hum holiday stories. &lt;em&gt;&lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/colorful-turkey-isolated-on-white-background-1466433359&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;Photo credit: Aksenova Natalya&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png\" alt=\"How to write in detail\" title=\"How to write in detail\" width=\"600\" height=\"300\" class=\"size-full wp-image-23327 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail-300x150.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"23327\" data-permalink=\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/how-to-write-in-detail-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-write-in-detail\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Not another turkey!&lt;\/strong&gt; Here\u2019s to putting the Ho Ho Ho into ho-hum holiday stories. &lt;em&gt;&lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/colorful-turkey-isolated-on-white-background-1466433359&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;Photo credit: Aksenova Natalya&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png\" alt=\"How to write in detail\" title=\"How to write in detail\" width=\"600\" height=\"300\" class=\"size-full wp-image-23327\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-23327\" class=\"wp-caption-text\"><strong>Not another turkey!<\/strong> Here\u2019s to putting the Ho Ho Ho into ho-hum holiday stories. <em><a href=\"https:\/\/www.shutterstock.com\/image-photo\/colorful-turkey-isolated-on-white-background-1466433359\" target=\"_blank\" rel=\"noopener noreferrer\">Photo credit: Aksenova Natalya<\/a><\/em><\/figcaption><\/figure>\n<h3>Go specific, not general.<\/h3>\n<p>So what if you don&#8217;t have a Cousin Bobby, your Grandma doesn&#8217;t knit and nobody in your family would touch a Werther&#8217;s with a North Pole? The writing pros at Toyota know that specifics, not generalities, engage readers.<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p style=\"text-align: center;\"><strong><a title=\"Nothing Hard About It: Hard-Boiling Made Easy\" href=\"http:\/\/www.onetoyotafamily.com\/thanksgiving-toyota-talking-points\" target=\"_blank\" rel=\"noopener noreferrer\">Thanksgiving Toyota Talking Points<\/a><\/strong><\/p>\n<p style=\"text-align: left;\">Turkey is pretty good.<\/p>\n<p style=\"text-align: left;\">Stuffing, too.<\/p>\n<p style=\"text-align: left;\">And family? Family\u2019s the best.<\/p>\n<p style=\"text-align: left;\">But if your family is anything like ours, they ask a ton of questions. Most of the questions are fairly easy to answer:<\/p>\n<ul>\n<li>No, Aunt Linda, we\u2019re not watching Scandal.<\/li>\n<li>Yes, Grandma, we got that afghan you sent, and the bag of Werther\u2019s Original was, indeed, a special treat.<\/li>\n<li>No, Sam Jr., we don\u2019t know why the sky is blue. It has something to do with light refraction (probably?). Go see if your dad knows.<\/li>\n<\/ul>\n<p style=\"text-align: left;\">But then they might ask you what Toyota\u2019s up to, if you\u2019ve driven that new hydrogen car (<a title=\"Mirai\" href=\"http:\/\/toyotadriverseat.com\/technology\/toyota-launches-mirai-fcv.htm\" target=\"_blank\" rel=\"noopener noreferrer\">Mirai<\/a>) or that cute little three wheeler (<a title=\"iRoad\" href=\"http:\/\/toyotanewsroom.com\/releases\/toyota+onramp+2015.htm\" target=\"_blank\" rel=\"noopener noreferrer\">iRoad<\/a>).<\/p>\n<p style=\"text-align: left;\">All you need to know is as close as your smart phone or any computer. If your Cousin Bobby starts ranting about how corporations don\u2019t care, just show him <a title=\"The Toyota Effect\" href=\"http:\/\/www.toyota.com\/usa\/story\/effect\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Toyota Effect<\/a>, four videos about surprising things Toyota is doing to make the world a better place.<\/p>\n<p style=\"text-align: left;\">If your brother won\u2019t stop pestering you with questions about the <a title=\"One Toyota Move\" href=\"http:\/\/corporatenews.pressroom.toyota.com\/releases\/toyota+unveils+campus+design+new+north+american+headquarters.htm\" target=\"_blank\" rel=\"noopener noreferrer\">One Toyota Move<\/a>, just stay calm and click the link to regale the family with computer generated scenes of our new campuses and interiors.<\/p>\n<p style=\"text-align: left;\">And when Aunt Linda just will not stop talking about Scandal (we get it, it\u2019s good), divert her by clicking this link to the <a title=\"Fueled by Everything\" href=\"http:\/\/toyota.com\/outatime\" target=\"_blank\" rel=\"noopener noreferrer\">Fueled by Everything<\/a> videos (featuring the celebrated reunion of Back to the Future stars Michael J. Fox and Christopher Lloyd).<\/p>\n<p style=\"text-align: left;\">And then, after dinner, just settle into a chair, crawl under Grandma\u2019s afghan, unwrap a Werther\u2019s Original, and enjoy some quality Thanksgiving family time.<\/p>\n<\/div>\n<p>So how did Toyotans respond?<\/p>\n<p>&#8220;We have been FLOODED with positive feedback,&#8221; writes Nan Banks, senior manager of Strategic Planning for Toyota Motor North America, Inc. &#8220;I swear, about half the folks who have opened it have responded with good comments and thank-yous! I think it is our best effort to date to engage team members in sharing social content and in giving our readers content they can really use.&#8221;<\/p>\n<h3>Which came first, the turkey or the egg?<\/h3>\n<p>My brilliant clients at Whole Foods not only write concrete, creative copy about raw turkey and unmashed potatoes \u2014 they do it year after year and make it fit on a sticker. Here are some of their messages from a recent Thanksgiving:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<ul>\n<li>Which came first, the turkey or the egg? Thanks in part to Global Animal Partnership\u2019s 5-Step&#x2122; Animal Welfare Rating Standards, we know it wasn\u2019t the crates, cages or animal by-products in feed.<\/li>\n<li>From heirloom to kosher, fresh to frozen and more, find a bird for your budget and rest even easier by ordering ahead of time online.<\/li>\n<li>Two turkeys. 12 sides. 27 guests. No guesswork. Let us help make your Thanksgiving the perfect feast for everyone. Stop by our holiday table or visit us online for meal ordering and holiday tips.<\/li>\n<li>We\u2019ve got your back this holiday. And your sides. Ready when you need &#8217;em, however you need \u2018em: organic, frozen \u2026 now.<\/li>\n<li>You say sweet potato. We say Garnet, Jewel, Beauregard, Japanese and Hannah.<\/li>\n<li>So many organic broths, so many ways to add taste to the table. If only Uncle Joe\u2019s jokes would follow suit.<\/li>\n<li>[On Greek yogurt] An ingredient fit for the gods \u2026 or the in-laws. (Shh\u2026we\u2019ve secretly replaced your sour cream with a little something special.)<\/li>\n<li>You\u2019ll be happy to serve our pumpkins to your pumpkins. Organic, conveniently packaged and ready for your recipe.<\/li>\n<li>[On cream of mushroom soup] Add a new secret to your secret recipe. Rich flavor. No artificial preservatives.<\/li>\n<li>[On cranberry sauce] Zesty, tangy, delicious. Just like grandma used to make, only organic.<\/li>\n<li>It\u2019s what\u2019s inside that counts. Like organic stuffing mix.<\/li>\n<li>[On nuts] The easiest way to have more nuts on your table than at it.<\/li>\n<\/ul>\n<\/div>\n<div id='MC-CD' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-39\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 5px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 5px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you make tedious topics interesting?<\/h3>\r\n<p>Fun facts and juicy details might seem like the Cheez Doodles and Cronuts of communication: tempting, for sure, but a little childish and not particularly good for you.<\/p>\r\n\r\n<p>Not so. Concrete details are more like salad dressing and aioli \u2014 the secret sauces it takes to get the nutritious stuff down.<\/p>\r\n\t\r\n<p>Now you can learn to use concrete details to change people's minds \u2014 and behavior \u2014 at <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling<\/strong><\/a>, our creative-writing workshop.<\/p>\r\n\r\n<p>There, you\u2019ll learn six quick ways to add color to your message and how to help readers understand big ideas through specific details.<\/p>\r\n\t\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Steal tips from these holiday messages<\/p>\n","protected":false},"author":6,"featured_media":23327,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[251],"tags":[101,32,223],"class_list":{"0":"post-13309","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-concrete-details","8":"tag-concrete-copy","9":"tag-creative-techniques","10":"tag-creative-writing","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to write in detail<\/title>\n<meta name=\"description\" content=\"How to write in detail: Steal tips from these holiday messages. Learn how to make your Thanksgiving messages as concrete and engaging as these.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to write in detail\" \/>\n<meta property=\"og:description\" content=\"How to write in detail: Steal tips from these holiday messages. Learn how to make your Thanksgiving messages as concrete and engaging as these.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/\" \/>\n<meta property=\"og:site_name\" content=\"Wylie Communications, Inc.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/WylieCommunications\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/ann.wylie.33\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-29T07:11:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-05T18:27:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail-fb.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ann Wylie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"How to write in detail\" \/>\n<meta name=\"twitter:description\" content=\"How to write in detail: Steal tips from these holiday messages. Learn how to make your Thanksgiving messages as concrete and engaging as these.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail-tw.png\" \/>\n<meta name=\"twitter:creator\" content=\"@AnnWylie\" \/>\n<meta name=\"twitter:site\" content=\"@AnnWylie\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ann Wylie\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/\"},\"author\":{\"name\":\"Ann Wylie\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e\"},\"headline\":\"How to write in detail\",\"datePublished\":\"2020-02-29T07:11:35+00:00\",\"dateModified\":\"2020-03-05T18:27:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/\"},\"wordCount\":751,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png\",\"keywords\":[\"Concrete copy\",\"Creative techniques\",\"Creative writing\"],\"articleSection\":[\"Concrete details\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/\",\"url\":\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/\",\"name\":\"How to write in detail\",\"isPartOf\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png\",\"datePublished\":\"2020-02-29T07:11:35+00:00\",\"dateModified\":\"2020-03-05T18:27:06+00:00\",\"description\":\"How to write in detail: Steal tips from these holiday messages. Learn how to make your Thanksgiving messages as concrete and engaging as these.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#primaryimage\",\"url\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png\",\"contentUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png\",\"width\":600,\"height\":300,\"caption\":\"Not another turkey! Here\u2019s to putting the Ho Ho Ho into ho-hum holiday stories. Photo credit: Aksenova Natalya\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.wyliecomm.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Creative communications\",\"item\":\"https:\/\/www.wyliecomm.com\/category\/creative-communications\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Concrete details\",\"item\":\"https:\/\/www.wyliecomm.com\/category\/creative-communications\/concrete-details\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"How to write in detail\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.wyliecomm.com\/#website\",\"url\":\"https:\/\/www.wyliecomm.com\/\",\"name\":\"Wylie Communications, Inc.\",\"description\":\"Writing workshops, communication consulting and writing services\",\"publisher\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.wyliecomm.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.wyliecomm.com\/#organization\",\"name\":\"Wylie Communications Inc.\",\"url\":\"https:\/\/www.wyliecomm.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png\",\"contentUrl\":\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png\",\"width\":300,\"height\":300,\"caption\":\"Wylie Communications Inc.\"},\"image\":{\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/WylieCommunications\",\"https:\/\/x.com\/AnnWylie\",\"https:\/\/www.instagram.com\/wyliecomm\/\",\"https:\/\/www.linkedin.com\/company\/wylie-communications-inc-\",\"https:\/\/www.pinterest.com\/wyliecomminc\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e\",\"name\":\"Ann Wylie\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wyliecomm.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g\",\"caption\":\"Ann Wylie\"},\"description\":\"Ann Wylie runs a company called Wylie Communications Inc. She works with communicators who want to reach more readers and with organizations that want to get the word out.\",\"sameAs\":[\"https:\/\/www.facebook.com\/ann.wylie.33\",\"https:\/\/x.com\/AnnWylie\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to write in detail","description":"How to write in detail: Steal tips from these holiday messages. Learn how to make your Thanksgiving messages as concrete and engaging as these.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/","og_locale":"en_US","og_type":"article","og_title":"How to write in detail","og_description":"How to write in detail: Steal tips from these holiday messages. Learn how to make your Thanksgiving messages as concrete and engaging as these.","og_url":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/","og_site_name":"Wylie Communications, Inc.","article_publisher":"https:\/\/www.facebook.com\/WylieCommunications","article_author":"https:\/\/www.facebook.com\/ann.wylie.33","article_published_time":"2020-02-29T07:11:35+00:00","article_modified_time":"2020-03-05T18:27:06+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail-fb.png","type":"image\/png"}],"author":"Ann Wylie","twitter_card":"summary_large_image","twitter_title":"How to write in detail","twitter_description":"How to write in detail: Steal tips from these holiday messages. Learn how to make your Thanksgiving messages as concrete and engaging as these.","twitter_image":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail-tw.png","twitter_creator":"@AnnWylie","twitter_site":"@AnnWylie","twitter_misc":{"Written by":"Ann Wylie","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#article","isPartOf":{"@id":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/"},"author":{"name":"Ann Wylie","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e"},"headline":"How to write in detail","datePublished":"2020-02-29T07:11:35+00:00","dateModified":"2020-03-05T18:27:06+00:00","mainEntityOfPage":{"@id":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/"},"wordCount":751,"commentCount":0,"publisher":{"@id":"https:\/\/www.wyliecomm.com\/#organization"},"image":{"@id":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#primaryimage"},"thumbnailUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png","keywords":["Concrete copy","Creative techniques","Creative writing"],"articleSection":["Concrete details"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/","url":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/","name":"How to write in detail","isPartOf":{"@id":"https:\/\/www.wyliecomm.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#primaryimage"},"image":{"@id":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#primaryimage"},"thumbnailUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png","datePublished":"2020-02-29T07:11:35+00:00","dateModified":"2020-03-05T18:27:06+00:00","description":"How to write in detail: Steal tips from these holiday messages. Learn how to make your Thanksgiving messages as concrete and engaging as these.","breadcrumb":{"@id":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#primaryimage","url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png","contentUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png","width":600,"height":300,"caption":"Not another turkey! Here\u2019s to putting the Ho Ho Ho into ho-hum holiday stories. Photo credit: Aksenova Natalya"},{"@type":"BreadcrumbList","@id":"https:\/\/www.wyliecomm.com\/2020\/02\/how-to-write-in-detail\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.wyliecomm.com\/"},{"@type":"ListItem","position":2,"name":"Creative communications","item":"https:\/\/www.wyliecomm.com\/category\/creative-communications\/"},{"@type":"ListItem","position":3,"name":"Concrete details","item":"https:\/\/www.wyliecomm.com\/category\/creative-communications\/concrete-details\/"},{"@type":"ListItem","position":4,"name":"How to write in detail"}]},{"@type":"WebSite","@id":"https:\/\/www.wyliecomm.com\/#website","url":"https:\/\/www.wyliecomm.com\/","name":"Wylie Communications, Inc.","description":"Writing workshops, communication consulting and writing services","publisher":{"@id":"https:\/\/www.wyliecomm.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.wyliecomm.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.wyliecomm.com\/#organization","name":"Wylie Communications Inc.","url":"https:\/\/www.wyliecomm.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png","contentUrl":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/04\/wylie_new_logo-300.png","width":300,"height":300,"caption":"Wylie Communications Inc."},"image":{"@id":"https:\/\/www.wyliecomm.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/WylieCommunications","https:\/\/x.com\/AnnWylie","https:\/\/www.instagram.com\/wyliecomm\/","https:\/\/www.linkedin.com\/company\/wylie-communications-inc-","https:\/\/www.pinterest.com\/wyliecomminc\/"]},{"@type":"Person","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/person\/85f5e705a38c31f4a0c59c982a66ce5e","name":"Ann Wylie","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wyliecomm.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/160508f95c61ef464936ccf823a20963?s=96&d=mm&r=g","caption":"Ann Wylie"},"description":"Ann Wylie runs a company called Wylie Communications Inc. She works with communicators who want to reach more readers and with organizations that want to get the word out.","sameAs":["https:\/\/www.facebook.com\/ann.wylie.33","https:\/\/x.com\/AnnWylie"]}]}},"jetpack_featured_media_url":"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/02\/how-to-write-in-detail.png","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p4rlSw-3sF","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/posts\/13309"}],"collection":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/comments?post=13309"}],"version-history":[{"count":0,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/posts\/13309\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/media\/23327"}],"wp:attachment":[{"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/media?parent=13309"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/categories?post=13309"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wyliecomm.com\/wp-json\/wp\/v2\/tags?post=13309"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}