Chapter 8. The Basics: Introduction to Copywriting
Press on: nothing in the world can take the place of perseverance. Talent will not, nothing is more common than unsuccessful men with talent. Genius will not, unrewarded genius is almost a proverb. Education will not, the world is full of educated derelicts. Persistence and determination alone are omnipotent.
What's the big secret that copywriters use to write effective copy? Here it is: Everybody is in a trance. The number of peoplewho are self-actualized and completely aware is so small that you can discount them when you're writing sales copy. The people who are going to read your sales copy are caught up in the drama of their lives.
You might want to check out the movie What the bleep do we know? It's the most useful explanation of this phenomenon I've ever seen.
People are living inside their heads.
They just drove home from a job they hate to a spouse who doesn't understand them, or understands them far too well. Their bratty kids are whining about some silly thing. The bills are due and they don't have the money to pay. Their mind is anywhere but where they are.
Or... They've spent the entire day changing diapers, mopping floors, and watching daytime TV. Their mind is on the cross-dressing librarian they couldn't tear themselves away from on the box, their feet hurt, and they're worried sick about some movie star's love life.
Or... The limo driver was late, the board meeting was hell, and Warren Buffett just dumped ...
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