It’s funny how many rhetorical twists copywriters use to make trivial info seem important.
For example, everytime I write an affiliate campaign for a client, I try to find something interesting about the affiliates past. Recently we had an affiliate who had the title “Dr.” So every time I talked about him, I said “Dr. _________.” Even though it had nothing to do with what we were selling, it was interesting, humanizing, and added some credibility. (“Well he’s a Dr, so he’s gotta be smart.”) Another affiliate flew F-16 fighter pilots. So I used that to the hilt. Now, I’m writing about a guy who went from working 18 hour days in a steel mill to growing a multi-million dollar online “lifestyle business”. Truthfully, that one’s almost too easy. There’s story appeal. Humanizing elements. Intrigue. Drama. And lots of credibility. (“If a steel mill worker can do it, I can too.”) But again it’s almost entirely a rhetorical flourish. Does it really matter if the guy was a Dr? Or flew F-16s? Or worked in a steel mill? Not really. It won’t really change the info they would learn by purchasing the offer. But it does create an attractive “lead character”. It gives the market a person to bond with. And it keeps everything more interesting. If you’re thinking: “I don't have anything interesting like that to talk about.” Then you’re just not looking hard enough. Keep digging. And if you want my help, here’s the link: https://www.copybymccune.com Tyler McCune Comments are closed.
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AuthorWrite something about yourself. No need to be fancy, just an overview. Archives
October 2020
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