Science of Copywriting Weekly Newsletter Issue 17

Every newsletter you’ll have read in the last few days probably started with something like: “Welcome to our first newsletter/email of 2020”. So this one does too.

I don’t know why we feel the need to do this, but I suspect it’s because it feels like a legitimate reason to ask for someone’s attention.

I tried deleting the above paragraph (and not having a ‘welcome to 2020’ message at all) but it didn’t feel right. Maybe next year I’ll get straight to the point. Speaking of which…

If you had all the customers you could ever want (or need), what would you be doing next?

Or how about, if you had all the money you could ever want or need what would you be doing next?

Would you still read my newsletter? Of course you would. It’s what we’re here for, to learn about humans, behaviour, persuasion, and getting what we want from life.

The point being that if we got what we wanted from life already, what would be the point of life? We had it, we got it. Job done. Is the gold in the journey or the end?

I’ve always argued that we’re here for two reasons (and two reasons only):

1. Creating

2. Nurturing

Both are on-going, and we do them because: a) they’re satisfying, and b) they’re fun.

We are NOT doing them because we need money (we could just get a job for that). And we’re certainly not doing them for power – we could just start a war, which is what many politicians turn to when they want to increase their popularity (war is neither nurturing nor creating, that’s how we know it’s not good, but for some crazy reason, it’s still popular, why?).

Nurturing is fundamentally about the now. It’s survival oriented. Creating is about the future. It’s about the hope of what could be.

As these are the purposes of life, think about how you could incorporate them into your copy. This also ties into association. Instead of associating an object or a person with whatever it is you’re selling, associate it with a theme or concept.

This makes it easier to come up with a big idea. If you decide to use nurture as a theme, your copy might focus on food (“Is your business healthy? 10 ways to ensure your prospects are fed the right message.”). But I’m sure you can do better than that 🙂

Last Week

The runaway post last week was Clarity (link below). I’m pleased about that, because for me, it was the best piece of the year. It was one of those rare things that flows straight from the heart with almost no editing.

It also has a fundamental message, without which, copy fails. But that wasn’t all. For a more detailed look, see the posts: What is it? and Customers – especially the latter. And don’t miss Mass Conversion either. That got the second highest level of attention for good reason.



Mass Conversion

What Is It?



With my love,
Quentin Pain
Science of Copywriting

PS. You can now join ProCopyClub whenever you want. 52 weeks of tasks, taking you from beginner to pro. Start today, stick to the tasks, and in one year’s time you will see a dramatic change in everything you do.



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