Whenever you’re confused about what to write or how to write it, just do a headstand.
It’s that simple.
It will reveal to you a dope-trip-like lesson that you wouldn’t otherwise get – similar to how I derived a life-changing lesson from looking at the smoke coming out of the chimney yesterday.
Such a simple thing as a headstand can be supremely effective.
But not because of the reasons you think it is.
You could think that because of the increased blood flow into your brain your mind becomes sharper and more alert, and that is true. You indeed think more clearly even after half a minute of being upside-down. You could also think that it connects your chakra or whatever with Mother Nature if you put your head on the ground, and that may also be true. I’m not well-versed in the hoodoo-voodoo world.
But it may very well be true.
What I know for 100% is the fact that when you’re “standing” on your head,
You see the world differently.
And it’s basically our job as copywriters to see the world differently.
It’s not enough to look at a text with our own eyes and write an advertisement based on how we view things.
In my early days when I only had fluff instead of feathers I fuarked up big time on an assignment from my first client. He asked me to write a landing page for an audience of women over 50 who believed in life coaching and all that lovey-dovey emotional stuff. They liked softer, gentler language and were repulsed by harsh language that you would use when drinking a beer with your boys and discussing how the world works.
Guess what kind of language I used when writing the landing page?
The stuff you’d expect from a jacked, bald dude full of testosterone from spending all day eating sunlight and homegrown eggs and vegetables.
I spoke to them in a way I would to my mates when they don’t feel like going to the gym.
Don’t get me wrong.
I didn’t swear, cuss, or command them to click that big phat “BUY” button right now otherwise their entire life will be in ruin.
(I’m not THAT dumb)
However, I did invoke negative feelings in them in a way that you shouldn’t when you’re selling to women over 50 with emotional trauma.
I think it’s safe to say that I violated the #1 commandment of copywriting,
“Thou shalt not scribe in thine own perspective only”
The emphasis is on “only”.
You need your perspective as well because only you know the skills and ways of writing that is required to crank out a persuasive text that will make people buy.
Your knowledge in copywriting is worth Jacob’s excrement if your words miss the target by a mile and strike your client’s bank account instead.
In a way, you have to keep three worldviews in your mind:
- Your own
- Your client’s
- Your prospects’
You need your client’s worldview because you’re writing in her language, to her audience.
And you also need to keep your prospects’ worldview in mind because how else are they going to buy if you repulse them with the language you use? Or if you don’t highlight their pain points in a way that will propel them toward YOUR solution?
You’ll receive an embarrassing two-hour lecture from your client about the essentials of copywriting…
Even though he hired you for that job in the first place!
Be careful, my friend.
Do a headstand whenever you’re confused about what words to use.
Your client and bank account will thank you for it, big time.