a single source, nothing corroborates it
Say the fear out loud, then back the ambition
The reader is carrying a specific worry about whether this works for someone like them, and copy that steps around it leaves the worry in place. Name the fear plainly and answer it, then take their side on what they are trying to become instead of quietly implying it is out of reach.
The method
- 01
Name and defuse the fear the reader already has.
- 02
Write copy that backs the reader's ambition rather than doubting it.
What it returned
From Blair Warren's short formulation of persuasion
From Blair Warren's short formulation of persuasion
Sources
- 27 words that sum up the psychology of copywritingHarry Dry · Marketing Examples · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected