What do you want? To be a great copywriter, or have enough of everything you want right now (eg. money, friends, family, home, car, etc.)?
One is a means to an end, the other is the end to the means (“teaching people how to fish, or just giving them the fish anyway”).
The first guarantees you’ll always have enough, the second guarantees you’ll have enough for now.
We all know the right answer to this, but our DNA will almost always choose the second option for the simple reason it uses less energy (conserving energy is the most common survival strategy – less risk, less cost, less consumption).
It’s the same with selling. Prospects want results not work, yet if they did the work, they’d get ten times the results (and be in control of their future too).
So if I’m selling a product and I pitch it as being the best product ever, I am fulfilling option 1 (this is what it is and this is what it does). The problem is, I may sell a few, but it won’t be a blockbuster.
However, if I pitch what it COULD do, I transform it from just another product to something entirely different. Something that COULD lead direct to all the money in the world. Something that COULD be done by anyone right now.
So the moral of this short story is simple. Sell the fish, not the how to.
This is what futurescaping is all about, and it’s also something I’m covering in my new book: Copy for Beginners.
If you want to follow along with its progress, you can read my shared daily diary, started back in the Summer when the book was just an idea (it looks like it will be ready in time for the new year too – January 2021). Here’s the link: https://docs.google.com/document/d/1xns1095JQL5oX3a_ljf0TUSiAKOA15-_jtmrSacsnqc/edit?usp=sharing