“When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.”
– Dale Carnegie
Dale, my boi, did it again.
He absolutely hit the nail on the head in 1936 before instant coffee was even invented and people still wore top hats. (The world was a better place).
This is THE fundamental principle of human relations.
Of ALL interactions.
Even written interactions like you see on the interwebs (such as X).
But tell me…
Why dafuq do so many creators treat their audience like robots?
Their content looks like a FatGPT prompt.
The result?
All because they didn’t understand this fundamental law of human nature.
People are EMOTIONAL.
EVERY SINGLE decision we make is dictated by our emotions.
That’s right. Every. Single. One.
It’s ALL emotional.
You just rationalize later on.
“Oh, this cone of ice cream was a great investment because the sugar will give me a quick energy boost and I can get more work done - it’s late anyways, I don’t care about the sugar crash!”
Bruh.
But this also means…
No matter how outstanding your offer is objectively…
You’ll need some emotional convincing (more like LOTS of it).
How do you do this?
There are 1000s of ways to make your copy more emotional.
But today, I’m gonna equip you with just one (I don’t want you to feel overwhelmed).
Here it is:
Work back from the features.
Okay, wtf does this mean?
So, I spent a couple of minutes today browsing through Jim Edwards’ “Copywriting Secrets” book.
And I stumbled across the chapter about bullets.
Jim’s bullet framework looks like this:
Example:
Can you spot the pattern?
When I was (re-)reading this chapter, I had a stroke of genius (not really, I just used common sense).
Why only limit this pattern to bullet points?
Why not apply it to ALL aspects of copy?
Including the outlining process.
Oftentimes, it’s hard to uncover the deeper meaning behind why someone should hand us their hard-earned Pesos for our products/services.
That’s when you can “work back” from the feature.
Ask yourself:
What’s a feature of my product?
Example: I ghostwrite 3 emails per week for tech-founders.
Then, dig deeper and ask:
What’s the benefit they will get from this?
In our example: They’ll save tons of time & they’ll drive more traffic to their offer through my emails.
Next.
What does this benefit mean for them?
They can spend more time working on lever-moving tasks for their business, which means they can make more money. (A double meaning, you noticed?)
Or they can also spend that time being present and loving with their family. Etc.
AND… they’ll make more money through those emails (because I have better copywriting skills than them - most likely).
There are infinite ways we can branch off.
The lesson is this:
Take a feature of your product/service.
Uncover the benefit they’ll get from that.
Dig deeper and find out WHY that’s important to them.
Alrighty ladies & gentlemen.
I’m gonna head off into the city now to have some steak and wine (like the intellectuals, right?).
So please excuse me.
Fuckin love yall.
Tim <3
P.S. How’d you like this email?
Reply to this email and gimme some feedback. I really enjoyed writing this one.
I reply to every single email. <3
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