Before you have any chance of getting what you want, you need to put certain things in place.
The first (and by far the most important) of those was commitment. You need to commit to committing or you’ll give up early on (see part 1).
The second of those is belief. Belief matters, not because it works, but to give us hope (without which nothing works). How can we manufacture belief out of thin air though? We use a premise (search this group for ‘premise’ for more insights on its power).
A premise is a statement of something as close to fact as we can get, but it also represents the first in a chain of logical progressions (eg. most scientists’ premise for the origin of the universe is that it started with the big bang – and everything else flows from that)
What we’re doing is building a foundation for our belief to grow (a belief is an acceptance of something, with or without evidence).
The premise for this mini series is that what we’re all after is contentment. We came to this conclusion because the one thing we do know about people is that when they’re content, they feel happy and satisfied (and no longer in need of anything – at least, at that moment).
Accept that premise, and you’re ready for the next stage (if you don’t accept it, then it’s time to figure out your own premise on why people want things – assuming you agree we’re all after something at some point in our lives).
Now comes the hard bit, what do you need to do to become content? To get that going, picture your future contented self. Where are you, who are you with, what are you doing, how are you feeling?
Now picture your life today. Same questions. Then ask what’s wrong with your life, and what needs to change.
Figure out the steps (in reverse order if it helps). We cannot strengthen our beliefs until we see the path. Note that that path has to be simple or we will never complete it.
This is not easy unless we make it easy. If you want to become a successful contented copywriter, make a list of all the attributes you need to do so. These are the changes you need to make (or continue to do if you’re already on the path).
In part 3, we’ll piece it together.
PS. If all the above sounds a little woo woo, that’s fine. Just remember this, everyone who ever bought something for themselves, bought it to fix a problem. They were not content with how they were before they bought it, and they hoped that by buying it, something would change. It’s what copywriters face everyday with the choice of words to get people to believe they need something.