"Momentum: Why Statues Never Win Foot-Races, And How Motion Leads to E-Motion... Which Leads to Action" by David Garfinkel
Consider the humble hoola-hoop.
Sitting in a garage by itself, it's little more than than a large ring of plastic.
Put around the waist of a person who's willing to set it in motion, the hoola-hoop is a wonder to behold.
Just as long as...
... the hoola-hoop wearer keeps moving in the direction that makes the hoola-hoop spin.
So it is with copy. Have you ever thought about it?
Most people don't. That is why their copy is so perfectly clear... and explanatory... and dull.
Dull doesn't do it... not when you're trying to get prospects to take action, that is.
Here's a tip you may have never fully realized before:
Good copy is not: ... static... lethargic... motionless.
No. Good copy is: ... dynamic... energetic... kinetic.
In simple words, that means copy is in motion.
It starts in motion... and because it keeps going, right to the last word, it has momentum.
When people perceive or imagine motion, they get emotional. Think movies. Think a rousing, stemwinder speaker. Think of a large bear coming out of nowhere, running straight towards you.
Emotion: Fear
Motion: Running to safety
You don't need to scare people like a bear to get them emotional and prompt them to action. But you are well advised to get them to picture motion in order to emotionally motivate them to take action.
Here are some ways:
* write descriptive language to get your prospect to imagine using your product or service.
* talk about the actions taken by you, your company, or your client (if you're writing copy for someone else) that were necessary to bring the product or service to market
* ask the prospect to take the specific action you want them to take
Notice I do this, at the end of every post on this blog, because the action I want you to take is to subscribe to my World Copywriting Newsletter.
I write, "To subscribe, click here."
Does it work?
Of course!
But not just because I ask for action. The other reason it works is because I follow the same principles myself that I just outlined for you.
Remember: If you can keep their brains in motion, their hearts and fingers will follow.
David Garfinkel is one of the best copywriters on the internet and was a speaker at Armand Morin's Big Seminar Series and Carl Galletti's Internet Marketing Super Conference. You can learn more about his books and training courses by clicking the links below.
David Garfinkel is founder of the World Copywriting institute and is considered by many people to be the best teacher of copywriting in the world. The stated mission of the World Copywriting Institute is to “eradicate copywriting illiteracy in the world.” Jay Conrad Levinson, author of the world’s best selling series of marketing books, Guerrilla Marketing, says, “David Garfinkel is the best copywriter I know.” Sign up for David’s free World Copywriting Newsletter. and you get a free one-hour downloadable teleseminar on copywriting. Also visit David’s World Copywriting Blog:
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