The First Time I Truly Realised The Power Of Copywriting...
And I didn't write a word...
BACKGROUND: I was drinking a lot of wine with my best buddy, which would instantly lend the cynics to 'so you sold to your best friend while he was drunk... way to go doooooood...'
Well... shut up :p
We were talking about something deeply philosophical like 'what defines a good looking person'... which led onto something like 'men don't have to be good looking, they just need to make you feel a certain way and that makes them 'good looking', or at least people ignore your weird face'.
Might be the same for women, but we aren't women, so I couldn't say.
Anyway from there I told him 'you'd make a good copywriter man... not only do you know how important it is to inspire a feeling in someone, you know how to do it too'.
I then went on to explain:
'You can ask someone for anything... and whether they give it to you or not depends on how they feel about it...
If I were to ask you for £100 today with the promise I'd pay you back at some point and left it at that, you wouldn't give it to me."
He nodded. I continued...
"If I told asked you for £100 today and promised to give you £120 one month from now... you'd probably still say no"
He sat silent. I continued...
"You're more likely to say yes than with the first one, because it's a better offer... but you're still not feeling it and you'd probably try and duck out of it politely"
He said 'sure'. I continued...
"Now if I said to you, give me £100 today and in one month I'll give you £120 back, which means in a month you'll have in your hands £120 to spend on whatever you want... new clothes, new shoes... take your girl out for dinner... an expensive dinner at that and just think how appreciative she'd be of you for treating her like that..."
And he did one of those short, sharp, nasally exhalation type laughs... you know like when somone tells you a joke that you aren't really listening to, but you catch the end and it actually makes you laugh... and when you just 'get it' you go 'hfff' You know what I mean.
But it's at that point I realised... I just sold to my best friend without even trying
I asked "I noticed you just sort of snorted there... is that because you realised I'd just made you want me to ask to borrow £100".
And he said 'yeah'.
It was totally natural, I barely even had to think about what I was saying... and it was then I felt the true power of persuasion and influence that is copy.
So let's get a dialogue going... (asking for the sale)
When did you first realise you were persuasive and it was awesome?