Superficial copywriting formulas vs. the meta level of writing copy

I promise to pay off today’s headline long before the end of this post. But just for a second, humor me and imagine you’re high up in the mountains, far away from civilization.

The sun is starting to set behind the mountain peaks, and shadows are getting long. Cold air is streaming in from the pine forest that surrounds your camp. And maybe, just maybe, you think you heard a wolf howling in the distance.

“Time to build a fire,” you say with a little quickening of your step.

Luckily, there is plenty of kindling from the pine trees around you. All you need is a spark to get the fire going.

So you find a nice piece of flint. It’s about the size of a remote control and fits into your hand just as nicely.

Now in case you’re wondering what I’m on about, let me start paying off the headline. It’s related to a question I got a few days ago from Daniyal, who’s going through my Copy Riddles program. Daniyal wrote:

Can you talk about the meta level of bullet writing or copywriting in general?

Cause I realized that I was focusing more on the type of bullet I’m writing in the superficial sense like How to or a question or some other sort…

But going through the lesson I realized that you’re teaching us to focus more on the deeper level as in the promise bullet or the warning bullet.

It’s a good question. And my best answer to it is the above analogy of the piece of flint.

You take your piece of flint back to your camp. You gather your kindling. You kneel down, and you look at the flint in your hand. You turn it around and see many different faces and facets to it. Some dull… some shiny… some covered with a bit of dust and dirt.

You pick a facet that looks promising. And you strike it against another rock. Once, twice, three times.

But no fire. You just can’t get a spark to fly with that side of the flint.

So you look at your flint again. You bring it closer to your face. You move it further away. And you find another promising facet. Strike again.

But still no spark.

You try yet again. A third facet. It didn’t look great at first. But after you rub off some of the dirt and dust from it, you realize it might be the one. You strike it against another rock and —

Spark. Fire. Warmth and light.

And the wolves, which were gathering around your camp and starting to lick their chops… they grumblingly put away their forks and knives… and they start discussing where else to go for dinner tonight.

I guess you see what I’m saying.

Whether you’re writing bullets or any other copy, then your copywriting tricks… your “How to” formulas and “What never” templates… your power words like “secret” and “amazing” and “trick”… these are just the polishing and the rubbing and repeated striking of your flint.

It’s critical. But it’s never enough on its own.

So if you’re not getting a spark to fly, then turn your research and your source materials — your flint — around in your hand. Look at it from up close. From far away. And pick another facet to try.

Because if you don’t… well, then the hungry wolves of failure and indifference will soon sniff you out. And they’ll say, “You know what? That guy looks pretty stubborn. I have a good feeling about him. Let’s go there for dinner tonight.”

Maybe that won’t help you. Maybe it will.

But if you want some more meta-level ideas on writing copy… as well as occasional copywriting tips and tricks to help light that spark… then head over here to safety before it gets dark and the wolves come out.