A quick way to write better copy

Achilles had his heel…

Superman had Kryptonite…

For Jonathan Ross, it’s asking for help improving his “Google Ranking”.

We all have our weaknesses.

(Mine is similes – I’m like a left-handed squash racquet at a Barmitzvah)

When business owners write their copy, there’s one weakness I see more than any other.

They stop too soon.

Specifically, they stop asking “So what?” too soon.

That’s right, we’re talking features and benefits.

Wait! I know…

… you’ve heard this before.

You already know this, right?

You know not to talk about your course being “online”…

… you should talk about it being “easily accessible – from ANY device… allowing you to more easily learn new and valuable skills.”

Right?

Wrong.

Not far enough.

I’m presently listening to Michael Singer’s book, “Surrender”.

It’s a spiritual book, but…

… what struck me was how much of it relates to copywriting.

Singer talks about goals – about how people always want the same things…

… houses, cars, piles of money, 38 seconds peace while having a poo.

As Singer points out, you don’t want a billion pounds.

Not really.

If you got a billion pounds but were stranded on a tiny desert island, would you be happy?

Probably not.

(Although… you would get your 38 seconds of peaceful pooing time…)

There’s a feeling behind the money…

… probably “safety” or “security”.

Now we’re getting somewhere – a feeling, an emotion…

… something inside ourselves.

And that’s the key…

Keep asking, “So what?” until you end up with an emotion or feeling that doesn’t depend on the outside world.

When the benefit is something “outside” of us, we need to go deeper.

Until you get to something totally internal.

Your course is online…

So you can easily access it…

From anywhere…

Meaning you learn more skills…

Earn more money…

Become more valuable, and…

… feel safer, and more secure, with greater feelings of self-worth.

Now we’re getting somewhere.