The Copywriter's Crucible

Ask THIS question every time you write

One question.

There’s one question you should always be asking yourself when writing copy.

And that question is…

“Who cares?”

You’ve got to ask this question of every line of copy…

And ask whether that line is helping or hindering you in convincing the reader your solution can help them out of their current situation.

Because ultimately that’s the only reason people buy…

To change something about their current situation.

To grab onto the hope that a better tomorrow awaits.

So before you write a single line of copy…

You’ve got to sit down and identify what people REALLY care about…

What is the underlying driving force that will motivate them to buy your product?

What will it mean to people’s lives to have more money?

What will having a healthier body mean for their lifestyle and relationships?

Then you have to find a way of making it obvious that buying is their next step towards a better tomorrow.

So relate to their pain… 

Speak to their values… 

Make them feel heard and understood.

Because by showing you CARE about getting them out of their current situation…

Readers are more likely to be motivated to take your hand and buy.

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