Stop Drinking Water!

Loren Woirhaye · 09-21-2008, 08:43 AM

This showed up in my Inbox today. I was intrigued by the subject
line and I found myself going a little slack-jawed at the over-the-top
copy.

Then I noticed something interesting... In areas where the copy
validated my habits (drinking coffee) I was thinking ,"maybe this
guy isn't such a crackpot" and in areas where it attacked my
habits (I'm a long-term vegetarian) I'm thinking ,"This guy is
out of his mind."

It's worth observing this in yourself, because this is the way the
people who read you copy think as well. They may want some
excitement and new information, but they also want approval,
validation, and safety.

By providing the right mix of validation we make our reader feel
superior to other people for the way he IS.... and the drive to
feel superior to others is very strong.

Here's the copy... good for a laugh at least:

</title> <STYLE Type="text/css"> </STYLE> </head> <BASEFONT color="BLACK" face="ARIAL"> <body text="BLACK" link="BLUE" vlink="BLUE" alink="BLUE" bgcolor="WHITE" > <HTML> <table width="100%"> <tr> <td width="10%">*</td><td width="80%"> <head> <title>

AndrewCavanagh · 09-24-2008, 02:40 AM

Yes being aware of your own behavior and hot buttons is a huge key to writing good copy.

Once you understand your own behavior it gets easier to study the behavior and response of others.

Then all you need to do is gain an intimate knowledge of the prospects you're writing to when you write your sales letter and an intimate knowledge of the product you're selling and you should write some very compelling copy.

Kindest regards,
Andrew Cavanagh

P.S. The guy is an idiot. Go ahead and drink plenty of water.

colmodwyer · 09-24-2008, 05:32 AM

"P.S. The guy is an idiot. Go ahead and drink plenty of water."

LOL! I think this is an Agora ad, they have a product to sell for almost everything... Showering will kill you too apparently.

Colm

09-21-2008, 08:43 AM	#1
Loren Woirhaye Who'm I kidding? War Room Member Join Date: May 2006 Location: Easthampton, Massachusetts Posts: 4,542 Blog Entries: 15 Thanks: 117 Thanked 904 Times in 651 Posts Social Networking Contact Info	Stop Drinking Water! This showed up in my Inbox today. I was intrigued by the subject line and I found myself going a little slack-jawed at the over-the-top copy. Then I noticed something interesting... In areas where the copy validated my habits (drinking coffee) I was thinking ,"maybe this guy isn't such a crackpot" and in areas where it attacked my habits (I'm a long-term vegetarian) I'm thinking ,"This guy is out of his mind." It's worth observing this in yourself, because this is the way the people who read you copy think as well. They may want some excitement and new information, but they also want approval, validation, and safety. By providing the right mix of validation we make our reader feel superior to other people for the way he IS.... and the drive to feel superior to others is very strong. Here's the copy... good for a laugh at least: </title> <STYLE Type="text/css"> </STYLE> </head> <BASEFONT color="BLACK" face="ARIAL"> <body text="BLACK" link="BLUE" vlink="BLUE" alink="BLUE" bgcolor="WHITE" > <HTML> <table width="100%"> <tr> <td width="10%">*</td><td width="80%"> <head> <title>
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09-24-2008, 02:40 AM	#2
AndrewCavanagh Senior Warrior Member War Room Member Join Date: Dec 2006 Location: Cairns, Australia. Posts: 3,267 Thanks: 3 Thanked 784 Times in 425 Posts	Re: Stop Drinking Water! Yes being aware of your own behavior and hot buttons is a huge key to writing good copy. Once you understand your own behavior it gets easier to study the behavior and response of others. Then all you need to do is gain an intimate knowledge of the prospects you're writing to when you write your sales letter and an intimate knowledge of the product you're selling and you should write some very compelling copy. Kindest regards, Andrew Cavanagh P.S. The guy is an idiot. Go ahead and drink plenty of water.
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09-24-2008, 05:32 AM	#3
colmodwyer Raider Of The Lost Fart War Room Member Join Date: May 2006 Location: Baltimore, MD Posts: 1,534 Thanks: 43 Thanked 140 Times in 79 Posts	Re: Stop Drinking Water! "P.S. The guy is an idiot. Go ahead and drink plenty of water." LOL! I think this is an Agora ad, they have a product to sell for almost everything... Showering will kill you too apparently. Colm