Good copy is invisible. Especially to the uninitiated.
In other words, the way copywriters push your buttons to make you buy aren't always obvious. They're beneath the surface. They can only be teased out by analysis.
Which is a good thing. You want your copy to be "invisible".
You don't want your prospect thinking: "Here he's using Cialdini's reciprocation... there's an appeal to authority... there's the scarcity play..."
You want to blend your logic, image, and emotion so that each word propels your reader towards the sale without them even knowing why.
Or as John Carlton put it: "You want them sitting there with their credit card smoking wondering what just happened."
On the flipside, this "invisibility" hurts non-copywriters.
Because they try to emulate good copy without knowing what really makes it tick. And one of the biggest mistakes this causes is using too many adjectives.
Too many adjectives creates bloated copy. Bloated copy speaks in abstractions. Abstractions makes the reader work too hard to understand what you are saying.
None of which is good.
Especially because there are tons of ways to beef up your copy without relying on adjectives.
But the first step is to be aware when you're crossing the line.
Which is something I've trained myself to do.
On that note:
To get me on your team writing copy, click the link below: