Continuing on from part 2, the left side of our brain is the interpreter of everyday things at the most granular level. It comes up with explanations (made up or imaginary) for everything we ever think about.
Throw out some question, and it spontaneously kicks into action and starts thinking up answers (or answers as to why we are unable to think up answers).
It can dream up any excuse on earth (and frequently does). If you’ve ever blurted out some excuse as to why you’re late (or anything else you felt uncomfortable about), that’s your left brain in action (but don’t blame it, it’s just trying to stay safe).
On the other hand, your right brain is the big picture guru. It sees right through the minutia and takes the 30,000 foot approach to life.
It makes sense then that we can figure out which side of the brain is dominant in the people we talk to from their reactions. If you want to get through to a detail person, talk in details, if you want to get through to a blue ocean thinker, talk about the future and what’s possible.
How does that relate to copy? Imagine your prospect is a forensic accountant. They are interested in detail, and not just any old detail, precise detail.
They love questions that engage their left brain. They love finding answers, and their egos love it too. They’re not particularly interested in the big picture other than getting a specific result.
They recognise ambiguity and contradictions immediately, so any copy that tries to blind sale them will be treated with the contempt it deserves.
This is great to know because it means we don’t need to mess around with our copy. We can say it like it is, and as long as we have real proof, they will lap it up.
For example: “New, fully compliant forensic software tracks email threads to their origin no matter what the source” is a fine headline, whereas “New forensic software lets you spy on friends, family, clients and competitors” will, most likely end up in the spam bin.
The first of these headlines will change the mood of a skeptical forensic accountant to interested. The second will almost certainly not.
But what about blue ocean thinkers? More tomorrow in part 4.
PS. My new book (Copy for Beginners) is coming along nicely. You can read along with my daily diary here: https://docs.google.com/document/d/1xns1095JQL5oX3a_ljf0TUSiAKOA15-_jtmrSacsnqc/edit?usp=sharing
I've spent my working life starting and running a whole variety of businesses, from my first QPL Express Couriers where I travelled over 100,000 miles every year delivering packages on a motorcycle (along with a whole bunch of colleagues) to Accountz.com which made a major in-road in the UK, to ProofMEDIA my current business that focuses on Copywriting and the International Copywriters Association, which helps copywriters learn more about copywriting and the copywriting industry around the world.
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