First Copywriting Lesson of 2020

First of all…

Happy New Year!

I hope you had a great time last night celebrating…

And that you’re as pumped for 2020 as I am 🙂

On my end…

Laura and I went out to a local restaurant near our house…

Where they had a prix fixe menu, live band, and lots of champagne.

It was a nice time and relatively quiet…

We were in bed by 11:30 pm PST and watched the New Year’s Countdown on the local news…

Then went to sleep a bit after midnight.

Nothing crazy, but that’s how I like it lol.

Anyways, what we’re going to be talking about in today’s email…

Is how people want to be a part of something.

This may seem pretty obvious…

But it occurred to me last night…

As we were watching the local news coverage of all the people on the Las Vegas Strip.

The Strip was PACKED…

To the point where you couldn’t even walk ten steps in front of you. And the fact that it was less than 40 degrees outside didn’t seem to matter one bit to all the people who were there; they couldn’t have seemed happier.

To me, it looked like a nightmare…

But to those people on the Strip – it was a special, once in a lifetime opportunity.

They’d traveled from all over the country to be there…

Much in the way people travel to Time Square to watch the big ball drop.

To me Time Square on NYE seems even worse…

But to a lot of people…

It’s a bucket list moment they spend their whole lives dreaming of.

So I started thinking about the reason why people are like this…

And really, the answer was pretty obvious:

People want to be a part of something. They want to feel like they are witnessing history. They want to believe they are experiencing something significant. They want to matter. And they want their lives to matter.

And here’s the application of this to copywriting:

When you’re selling your product or service….

You should be inviting the prospect to become the hero of their own story. You can even call them a hero – I do that in my copy quite a bit. I’m pretty blatant about it.

As much as you can, make the purchasing decision a transcendental experience.

This isn’t just about grabbing a “solution.” This is about meeting your full potential in life. It’s about you taking the next step in your journey. It’s about you becoming a rebel, or a contrarian, or a leader, or a role model, or an advocate, or whatever it is you’ve always wanted to be.

It might sound simple…

But everyone wants to feel like they matter, like their experiences matter, and like their lives matter.

It’s the same reason social media is what it is…

It’s the chance for us to broadcast the very fact that we exist…

And when other people “like” or “comment” or “share” what we’ve posted…

It’s like they are explicitly saying “I see you and you matter.”

So again, when it comes to copywriting…

Make the reader feel important…

Like they’re the hero…

Like they are standing at a crossroads in life…

And their decision to “buy now” is their defining moment – the path they must choose.

In almost all cases, talk to the reader directly in the copy too….

Relate whatever you’re writing back to the reader…

Tell them that THEY EXIST.

How?

You can literally check in with them throughout your copy.

Use little phrases like:

  • “Does that make sense?”
  • “I’m sure you get what I’m saying”
  • “Have you ever had a similar experience?”
  • “You know what I mean?”
  • “Now I want to make sure you and I are on the same page”

The list is infinite but they’re all just variations on the same idea:

Connecting with the reader…

Engaging with the reader…

And telling them that “you exist, and you matter.”

K, that’s it for today.

Eden and Laura are still both asleep as I write this…

And I'll let Laura sleep in as much as she wants…

But I gotta go get Eden up in a minute and start our day!

– SPG

P.S. This post originally came from an email I sent to my private list. If you want to see more stuff like this from me, you can apply to join my list using this link.

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Stefan Georgi

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