Copywriting is the easiest thing in the world to write about, if you do this:
Pick an idea that’s new and interesting to you. And then write an email, or a blog, or a newsletter, not just talking about that idea, but demonstrating it in action.
After all, a demo is the best kind of proof, and it’s also one of the 12 sticky messages.
But why am I not taking my own advice? Why am I telling you about this, instead of showing you? Silly me. Here, take a look:
“Coke and hookers”: Meghan Markle NYT story proves evergreen copywriting truth
This was the subject line I used in an post about the power of intriguing, dramatic headlines to drive readership. And based on open rates, it sure worked.
Here’s a second example. This is how I wrapped up a recent post about using cold reading to get people to buy into your system:
Finally, here’s a prediction:
You pride yourself on being an independent thinker. That’s why you don’t accept others’ statements without satisfactory proof.
Was I right? If yes, and you want to know the system I used to figure that out about you, then simply write me an email, and I’ll share all my secrets with you.
A bunch of people responded to that. They wanted to know what the secret is. Well, it was right there, in the post — but telling doesn’t work nearly as well as showing to make a point.
So this demonstration stuff is really great, both for your reader and for you.
But you know what’s even better?
It’s when you demonstrate a copywriting technique in action, but you don’t actually spell out what that is. You tease it a bit, you get the reader antsy because it’s sitting right there in front of his face, but he’s not 100% he’s got it. For example, take a look at the following:
I want to leave you with a couple of choices. Of course, you are perfectly free to ignore both and to take no action.
This was part of a post I wrote about an under-the-radar persuasion technique I had found myself getting manipulated by.
In the post, I spelled that technique out. Right now, in the interest of good demonstration, I won’t spell it out again here.
It’s not hard to figure out, but there are some subtleties to it. Anyways, I’m sure you’ve already got it. But in case you want to double-check, here’s the link to the post in question: