a single source, nothing corroborates it
Confirm the suspicion and name the enemy
Readers reward writing that tells them the thing they already half believed, because it arrives as recognition rather than as instruction. Name the adversary you share and stand on their side of it, which turns an argument about your product into an alliance against something else.
The method
- 01
Tell the reader that the thing they already suspected is true.
- 02
Identify a shared enemy and side with the reader against 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