On Monday I talked about the real life experience of being rejected (or rather, having your copy completely fail). I suggest you read that first before continuing. Here’s the link: https://scienceofcopywriting.com/lead-generation/how-not-to-win-customers-copywriting-experiences/
If I wrote the following at the start of a piece of copy, what do you think the response would be?
“You’re not alone, and it’s certainly not your fault. We all make mistakes, and it’s only with perseverance that any of us get anywhere at all.”
Is it persuasive? Is it motivating? Does it promise to fix a problem? Do you know what it’s about?
The meta answer is: Context.
Here’s Google’s definition of Context: “the circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood.”.
In the context of this thread, it seems to make sense. Our brain makes a snap judgment of its meaning, and rejects it as trash, or accepts it as useful.
That single choice, which is made at the start of EVERY piece of copy determines the beginning of the journey to whether that copy will go on to become successful or not.
And yet despite that obvious observation, I see copy everywhere that dies before it ever has a chance to live.
You can call it ‘Clever Copy’. The irony is it’s not clever at all. Copy doesn’t have to be clever, or funny, or anything much else to be successful. It just has to be clear.
Even the best click-bait is clear (it has to be to connect). “Woman in trouble, and then this happens…”. We fill in the blanks as long as there is enough context for our brains to make sense of it.
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 showcases copywriting and copywriters to the world.
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