Hitting a nerve

Lots of copywriters talk about hitting nerves, riling people up, or stirring emotions.

Which, at first, didn’t sit well with me. It seemed manipulative.

Until I realized it’s simply a sloppy metaphor.

Because you don’t create or stir emotions. It’s more like you hold up a mirror so your prospects can see the emotions they already have (often ones they've been ignoring).

It’s like what Gene Schwartz said about desire. Copywriters can’t create it. We only channel it.

So it’s not about knowing which emotions to "create" in your prospects.

It’s about knowing which emotions drive your prospect, then choosing the one(s) that will elicit the biggest response.

The first step to doing so is to understand your prospect. Their dreams, desires, frustrations, pains, angers, fears, and even their "happy place".

This is so vital to writing copy that I ask every new client answer a list of questions to kick off my research. So I can get to know their market, their voice, their product, what's worked, what hasn't, how the market likes to buy, and exactly where I can learn more.

But the benefit isn’t only mine.

In fact, my clients often tell me that just filling out the questionnaire is helpful. It helps them realize areas where they are dropping the ball.

(Like not being clear on who their customer is... or why their product or service is #1)

So I’m considering letting some people access this as a resource.

It won’t be free. But it will be much more valuable than whatever I decide to sell it for.

Especially because answering these questions will put you into the mindset of a copywriter. Which won't necessarily make you write better... but it can let you market and sell better.

And marketing and selling better is the whole point. Plus, in my experience, once you get clear on your answers (which I have done for my own business many times), things start falling into place.

It's sort of like putting together a puzzle. It's less painful if you have a picture of what it looks like finished.

You still have to put the pieces together. But at least you know where you're going.

If you think you may want to get your paws on a resource like this, hit reply and let me know.

If I hear enough response I’ll consider next steps.

Tyler McCune



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