Today I have a new pasta recipe for you:
Boil the water, throw in the pasta, cook as usual for two minutes. Then turn off the stove. Put a lid on your pasta and keep it in the hot-but-no-longer boiling water until the usual cooking time.
It’s called passive cooking and apparently it works just as well as your usual “stove’s on” way of cooking pasta, while reducing emissions by 80%.
Whatever. I’m just sharing this recipe with you because 1) it’s trending on the Internet, and I’m a trendy guy and 2) because I went to the page that explained this pasta cooking recipe and saw something interesting.
The passive cooking page is on the Barilla site. Barilla is a brand of pasta. And yet, on that page of the Barilla site, it says the following:
DOES IT WORK ONLY WITH PASTA BARILLA?
Of course not! We chose to study the process, adapt it to our classic product range and provide all the information to adopt this method. But helping the planet goes beyond our brand. So, with a few tweaks, you can try Passive Cooking even if you choose products from other brands.
This is interesting — and smart. It goes back to something I heard once from A-list copywriter Parris Lampropoulos.
Parris said how many sales letters go from problem => my offer and why it’s just what you need!
“How convenient,” says the reader after reading this. “All this time, while you were pretending to be talking about me and my problem, you were just leading me by the nose until you could start hawking your stupid brand of tortiglioni.”
A much better way to do it, says Parris, is to go from problem => broad category of solution => why your specific solution is a great or really the best choice within that category.
“It works with any brand of pasta! Of course, you might have to tweak a few things, do a bit of light multivariate calculus, and risk a beating from your hungry spouse — but really, any brand will work! Or of course you can just go with Barilla because we’ve done all the work for you.”
Which brings me to my Copy Riddles program:
IS COPY RIDDLES THE ONLY WAY TO TRANSFORM YOUR COPYWRITING SKILLS?
Of course not! I chose to study actual, million-dollar copy of A-list copywriters, present it to you in fun bite-sized pieces, and provide you all the information so you can practice each A-list copywriting technique yourself.
But effective copywriting goes beyond Copy Riddles. So, with a few tweaks, along with a few thousand hours of effort and a few tens of thousands of dollars of investment in books, courses, and coaching, you can try to acquire the same copywriting skills in different ways also.
Or you can just get Copy Riddles.
In case the pot’s boiling, here’s where to go: