Copywriting is salesmanship. It is also motivation.
It is not bossing people around, snapping orders and crackling commands.
Copywriting is friendly and respectful encouragement. A series of suggestions, and a never-ending parade of reasons why action should be taken.
This is why the copy you write should never overlook any of these reasons why, no matter how obvious they might seem.
Here’s how Edward de Bono explains it…
One very important aspect of motivation is the willingness to stop and to look at things that no one else has bothered to look at. This simple process of focusing on things that are normally taken for granted is a powerful source of creativity.
When you write copy, make a list of every reason why the prospect should buy what you’re selling.
When you’re done with this list, walk away for a day or two, and return with a fresh perspective.
Expand your list. See if you can make any interesting connections between items to create new reasons why. See if you can add another layer of reasons why to support your original ones.
If one of your reasons why is, “You’ll feel more energy late in the day” explain why this will happen.
This list can turn into a lineup of bullets. It might even hatch your headline.
Copywriting is motivation
And as Edward de Bono reminds us, motivation includes the deliberate discipline to focus on things typically taken for granted.