Ken McCarthy once wrote there are two tigers all copywriters must beware of. These two tigers are always in your prospect’s mind, and they are always ready to rip your copy to shreds.
One of these two tigers is called “Bullshit!” That’s the skeptical tiger that is just looking for one small, unbelievable misstep in your copy. As soon as he sees it, he pounces. “Bullshit!” he roars, and that’s the end of your sales message.
The second tiger’s name is “So what?” The “So what?” tiger is easily bored. He’s distractible and he needs constant stimulation. Otherwise, he saunters out of his cave, his mouth stretched in a big yawn, and he tears your copy up with his giant claws.
That’s the bad news. The good news is you can use a simple 2-bit persuasion trick to keep these tigers appeased, at least for a while, at least most of the time.
I wrote about this trick in detail in today’s lesson of the bullets course I am sending out right now. You missed that lesson.
Maybe you don’t care. But maybe you do. And maybe you don’t want to miss any more of this course (it will only be available for another 10 days). If that’s the case, take a look here:
https://bejakovic.com/bullets-signup/
One of these two tigers is called “Bullshit!” That’s the skeptical tiger that is just looking for one small, unbelievable misstep in your copy. As soon as he sees it, he pounces. “Bullshit!” he roars, and that’s the end of your sales message.
The second tiger’s name is “So what?” The “So what?” tiger is easily bored. He’s distractible and he needs constant stimulation. Otherwise, he saunters out of his cave, his mouth stretched in a big yawn, and he tears your copy up with his giant claws.
That’s the bad news. The good news is you can use a simple 2-bit persuasion trick to keep these tigers appeased, at least for a while, at least most of the time.
I wrote about this trick in detail in today’s lesson of the bullets course I am sending out right now. You missed that lesson.
Maybe you don’t care. But maybe you do. And maybe you don’t want to miss any more of this course (it will only be available for another 10 days). If that’s the case, take a look here:
https://bejakovic.com/bullets-signup/