The Nature of Emotion Part 4 [Copywriting Guide]

In this 4th part of the Nature of Emotion mini series, we continue with collaboration as an angle to use in copy. Let’s start with a famous law: The Law of Attraction. You’d be forgiven for thinking it was some New Age thing invented by Joe Vitale and co. (even though that’s who it’s most associated with).

I came across a reference to it in Tolstoy’s War and Peace (1867), but it’s been known ever since an apple fell on Newton’s head (and probably long before).

The world is littered with laws, everyone made by humans, and the law of attraction is no different.

Things attract each other by various different means (gravity and magnetism being the obvious examples), but the most interesting is why humans are attracted to not just people but things.

It seems to me that as a pattern, it makes no difference whether we’re talking about Newton’s laws or human love, there’s something of a chemical nature about it all.

What’s great about this is it removes the mystical notions of the idea of attraction. You either have it or you don’t. No need to pay a witch doctor or some other mystical guru to learn the secret, just give it some thought and figure out what’s really going on.

If I see something I’m attracted to, it’s because it fires up a memory from the past – a good memory, and the dopamine (or any number of other good hormones) start flowing.

Of course, it only takes a small thing to go wrong to stem that flow, so as copywriters, it makes sense that we stay ON TOPIC in our copy and keep those feel-good chemicals coming.

Next time you write some copy, think about the law of attraction and what it would take to make those hormones flow.

PS. I’m well into the new book “Copy for Beginners” I announced here a month ago, and this is one particular area I’m truly excited about. You can follow my journey here: https://docs.google.com/document/d/1xns1095JQL5oX3a_ljf0TUSiAKOA15-_jtmrSacsnqc/edit?usp=sharing

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