On Monday in part 1 of the mini series on how to get unstuck, I mentioned reframing as a solution to getting unstuck using First Principles. In part 2 I went deeper into the framework. Now we’re ready for the nitty gritty (subscribe to the Science of Copywriting Weekly Newsletter to read more on this coming up on Sunday in issue 47: https://scienceofcopywriting.com).
In the film Glengarry Glen Ross, Alec Baldwin told his assembled minions to “ABC” or “Always Be Closing”. The offer to the most successful closer was a brand new Cadillac Eldorado. Second prize was a set of steak knives (worth diddly squat).
It’s important to understand that The Offer (of a Cadillac) was not a solution. But the slogan “ABC” was – although it gave NO hint on how to do that.
So the guys in the film knew there was a solution (ABC), they just had no idea what to do about it. They were no better off despite gaining the knowledge (as they went on to prove).
But here in the Science of Copywriting, we know better, because we know how to use First Principles (if you have no idea what I’m talking about, read the first two parts again).
Step 1 is to use the first principle of philosophy – Metaphysics or “what is it?”. That’s how I got that first question. Apply it here, and we get “what is ABC?”. But we’ve created a NEW problem out of a solution by discovering we have no idea how to ‘always be closing’.
More tomorrow when we dig into the pen test.
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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The Four Cornerstones of Copy Part 4 [Copywriting Tips]
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The Four Cornerstones of Copy Part 2 [Copywriting Tips]