The Sphere Effect (copywriting approaches)
I used to be a boxer.
What sucks for me is I have incredible short arms, which means horrible reach. You would have thought my face was a punching bag half the time!
As I matured in the squared-circle, I developed a style that adapted to my poor reach.
Instead of going after my opponent, I actually dropped my guard as a way to draw him into my circle of influence. In other words, I let him come to me.
Now some people considered this as a defensive strategy… and it was to an untrained eye.
However, what the trained eye could see was tremendous, exhausting footwork that constantly revealed new angles to impact my opponent. I basically looked at the guy incessantly stalking me with malice on his face as a sphere that I had to go around until I found the right approach to hit him.
I use the same strategy for copywriting...
Going head on is insanity; it’s boring! Equally, using cheesy headlines that aren’t true or only half true is disrespectful and makes for an untrustworthy internet. One man’s opinion!
The Approach of Your Copy Means Everything!
I see so many copywriters and wannabe wordsmiths chasing their own tails about how to generate conversions.
I get it.
Making money is the ultimate objective.
However, to realize that sometimes lofty goal, you have to take the path less explored to get there; you have to walk around the sphere (your audience) and pinpoint a way to approach your writing that makes them drop their guard… so to speak… so you can hit them with your amazing opportunity.
Original ideas, new perspectives and dynamic animation of your product or service are essential components to generate conversions. When a prospect is looking for what you have, they don’t want to feel manipulated; they want information, inspiration and leadership.
The question I always ask myself when I’m writing for someone (amongst other things) is: What would someone looking for this be feeling right now and how can I capture their imagination, while educating them with information they’ll find nowhere else at the same time?
I just dropping my guard and pull them in…
What sucks for me is I have incredible short arms, which means horrible reach. You would have thought my face was a punching bag half the time!
As I matured in the squared-circle, I developed a style that adapted to my poor reach.
Instead of going after my opponent, I actually dropped my guard as a way to draw him into my circle of influence. In other words, I let him come to me.
Now some people considered this as a defensive strategy… and it was to an untrained eye.
However, what the trained eye could see was tremendous, exhausting footwork that constantly revealed new angles to impact my opponent. I basically looked at the guy incessantly stalking me with malice on his face as a sphere that I had to go around until I found the right approach to hit him.
I use the same strategy for copywriting...
Going head on is insanity; it’s boring! Equally, using cheesy headlines that aren’t true or only half true is disrespectful and makes for an untrustworthy internet. One man’s opinion!
The Approach of Your Copy Means Everything!
I see so many copywriters and wannabe wordsmiths chasing their own tails about how to generate conversions.
I get it.
Making money is the ultimate objective.
However, to realize that sometimes lofty goal, you have to take the path less explored to get there; you have to walk around the sphere (your audience) and pinpoint a way to approach your writing that makes them drop their guard… so to speak… so you can hit them with your amazing opportunity.
Original ideas, new perspectives and dynamic animation of your product or service are essential components to generate conversions. When a prospect is looking for what you have, they don’t want to feel manipulated; they want information, inspiration and leadership.
The question I always ask myself when I’m writing for someone (amongst other things) is: What would someone looking for this be feeling right now and how can I capture their imagination, while educating them with information they’ll find nowhere else at the same time?
I just dropping my guard and pull them in…
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