“Copywriting?” said the bro.
“Yeh,” I said. “That’s what I do. What about you?”
“Wait wait wait,” he said. “So like patents and shit? Are you a lawyer?”
I pursed my lips.
“Nah,” I said. “I write the words that go into ads.”
“Oohhh sheeeet,” said the bro. “Mind control!”
He stuck out his beer. “Hey cheers to that, man.”
“Yeh,” I said. “Cheers.”
I’ll admit I didn’t like that.
“Mind control” sounds evil, is evil.
It’s taking away someone’s free will — and that’s not what copywriting does.
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Copywriting creates tension.
Tension is that feeling you get when something is off, or missing. And tension creates desire. And desire makes people take action.
That’s how persuasion works: tension, desire, action — in that order, always.
Tension. Desire. Action.
Tension. Desire. Action.
Tension. Desire. Action.
To the neophyte, the untrained eye, copywriting (or more colloquially, advertising and marketing) probably seems like mind control.
It’s not, of course. It’s just tension, manufactured tension.
How to manufacture tension:
Call attention to a need.
In his genuinely great book, Ca$hvertising, Drew Eric Whitman cites 17 innate human needs copywriters can always lean on to create tension…
People have 8 primary needs, which we’re born with:
Survival, enjoyment of life, life extension
Enjoyment of food and beverages
Freedom from fear, pain, and danger
Sexual companionship
Comfortable living conditions
Being superior, winning, keeping up with the Joneses
Care and protection of loved ones
Social approval
And we have 9 secondary needs, which we learn:
To be informed
Curiosity
Cleanliness of body and surroundings
Efficiency
Convenience
Dependability/quality
Expression of beauty and style
Economy/profit
Bargains
As a general rule of thumb, the strongest ads promise to satisfy desires caused by our primary needs. So, whenever possible, create tension (remember, tension begets desire) around those 8.
If you can’t, move on to the next 9.
And again, you can manufacture tension by calling attention to a need.
How to call attention to a need:
Use this formula.
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