I have an embarrassing story for you today. But good news (well, for you, not for me): it has a powerful lesson attached.
Time to show you how stoooopid I can be:
Back when I was a lil chap, I always forgot where the sun rose.
The little memory trick “rises in the east, sets in the west” never stuck with me. And to be frank, when I was a little kid, I didn't think this information was either important or relevant, so I never put in any effort to remember it.
(Lesson in there)
Well, my refusal to learn the memory trick haunted me for longer than I can remember. In fact, it wasn’t until I made a mental connection in my head that it finally did stick with me.
Here’s what I mean:
I’m a massive Eastern time supremacist. There’s nothing quite like getting a headstart on your working day before the rest of the U.S. even gets out of bed, especially when you’re waking up around 6-7 and not at the absolute arse-crack of dawn like Money Twitter gurus would have you believe.
And Eastern time was the thing that finally made me remember—on a deep, visceral level that could never be taken from me—that the sun rises in the east and sets in the west.
I was probably in middle school at the time.
Again, I suffered from this problem for an embarrassingly long time.
But when I made the connection that the sun rises in the east because Eastern time comes first, and sets in the west because Western time comes 3 hours later, I could finally remember where the sun rises and sets without even needing that stupid memory trick I never learned anyway.
And that, my cully, is the key to writing good copy.
Figure out a way to make these kind of brain connections in your customers’ minds, and you’ll have earned a customer for life.
Now there are several ways to do this:
* Telling stories
* Creating interesting analogies and metaphors
* Giving hypothetical examples
But it takes thinking. Deep thinking at that.
And it takes something I first heard from the goated Ben Settle:
Copy should always give your audience an option for thinking differently.
When your copy does this, you literally create new brain pathways in your customers’ minds. New synapses fire and connect with other synapses. Not only does this help you grow your audience’s intelligence (which, admittedly, I guess ain’t good for the Copy Gurus who preach you gotta write at a 3rd grade level…), but it also helps your customers learn this at a deep, visceral level.
And if they learn why your products and services are superior to anything else they can get at this deep, visceral level, well, then, you got a customer for life.
A customer who will buy everything you offer without so much as thinking about it.
Your piggy bank grows faster. And if you’re worth your salt, theirs will too.
That's the good news.
The bad news?
It requires understanding your audience at a visceral level, and spending hours in thought about your product, services, offers, and, yes, audience.
(Which, ironically, is something most marketers never think about.)
But when you figure out how to do this?
The world, as they say, is your oyster.
Need help writing email copy that unlocks new neural pathways in your audience that makes you “competitor-proof,” and drowns you in spoils along the way?