Everywhere I go there's talk of a slowing in the economy. A looming recession. Record high foreclosures. Gas prices rapidly rising to record highs.
Yuck. Who wants to listen to that depressing news?
That's not the experience I've been having the last few months, and I certainly don't want it to be. I want to think about the great new clients I've had and the fun copy I've written. I want to think about all the new copywriters we're training and the great lives they are creating for themselves.
I believe your clients don't want to hear that negative news either. I believe that every person on this planet desires good things, not bad – instead they want and strive for better things in their life. It may be a better job, more money, new clothes, or rich foods. People strive for more and when everywhere you turn there is negative news, positive news catches their eye.
Ultimately we all strive for more in life. More makes us feel good. More is positive and inspires positive, proactive action.
Think about it this way. Everything in this world is either expanding or contracting. Businesses either grow or shrink. Trees are either growing or dying. The soil under your feet is expanding or contracting with the weather. Your mind, your health, your life is either expanding or contracting. The very fact that you are reading this article is an example of you expanding your knowledge.
Which feeeeels better to you; expansion or contraction? When you are doing or learning something new (expanding) how do you feel? Optimistic?
I ask you to keep this in mind when you write copy. What would readers rather hear about, opportunities for expansion such as making more money, or, the threat of contraction – losing money? Which is more likely to make them feel optimistic about themselves and their future?
I believe people are naturally attracted to positive outcomes. It is a natural part of human nature to want to expand and grow. Use that in your copy, not threats or worry.
When presented with the opportunity to write about a topic, take the road of expansion rather than the road of contraction. It feels good, humans are naturally attracted to it, and it opens the door for more expansion for all of us.
© The Copywriting Connection. All Rights Reserved.
Source: http://www.ArticlePros.com/author.php?Kelly Robbins
|
