Great writers write to the emotions of your readers. And they focus on just four emotional appeals.
Demian Farnworth delivers the essential writing advice you need to succeed online, in about four minutes a day, four days a week. If you're a pure writer, and you wonder how you'll be able to build your own online platform that actually gets seen, this show is your shortcut.
During the past four months one of the things I’ve been trying to experiment with is telling more stories. Historical stories, fake stories, personal stories.
These days, you want to write a headline that will blow up on the social web. A headline that will get people to pound the “Share” button … a headline to clog our Twitter feed with thousands of retweets. But there’s a problem …
Albert Lasker. Mel Martin. Eugene Schwartz. Robert Collier. Victor Schwab. David Ogilvy. John Caples. Maxwell Sackheim. Bill Jayme. Copywriters who wrote beautiful copy. Ads that drove results. As David Ogilvy said, “We sell or else.”
Allow me to tell you a story. A story that you will probably be able to relate to in some sense. It’s about a stout, whiskered man who thinks sound decisions can come only from a cool head. And that copy should always be short.
In spite of being a literary snob, one who turned up his nose at anything that smacked of business … when I was first introduced to the world of direct-response copywriting … I fell in love.
In the last episode I walked you through the magic that is an Upworthy headline as an introduction to a concept called The 5 Stages of Audience Awareness.
A few years back Upworthy stormed the publishing world — and eventually proclaimed to be the fastest growing media company ever with 47 million monthly uniques after just 17 months of existence.
Here’s yet another way to build credibility and trust when it comes to making a bold claim … which is simply this: explain the mechanism behind your claim.
Imagine it’s late afternoon, Sunday. You are curled beneath an afghan, still bloated from the fried fish you inhaled for lunch. You are sleeping heavily. Until your doorbell erupts.
If you want people to believe in something that’s true-but-hard-to-believe — you simply demonstrate that your product does what you say it does. Show them how it works. Here’s one famous example …
While Enlightenment-era thinkers like Denis Diderot, Benjamin Franklin, René Descartes, David Hume, and Thomas Jefferson — giants from the age of reason — would like you to believe otherwise, we are not as rational as we think we are.
You could have a great product, a revolutionary idea, or a compelling piece of content, but unless you position it with the right approach that instantly captures the imagination of your ideal prospect, forget it.
Your product has two identities. But your customer buys your product because of just one of these identities. Oops.
Which desire you lead with in your headline matters. Get it wrong, and even the greatest copy won’t matter.
We all long for something. Love that will last. The ability to influence people. Scenic vacations. Financial independence. Less anxiety. Copywriters call these mass desires.
Ever wonder how you could get more people to believe you? To trust you? It’s easy, actually. And quite odd the way it works.
Do you want a simple, sticky formula that turns your listless copy into something that rivets attention, stokes desire, and gets action?
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