Try this exercise and think for 5 seconds at least about each word.
The taste of watermelon.
The definition of truth.
Notice how each word triggers a different feeling related to your thoughts?
Russell Brunsen might trigger memories of books you have read even posts or people you have seen inside the Click Funnels groups on Facebook™...
The taste of watermelon on the other hand, might bring up a memory of summertime or whenever you last tasted watermelon with your family or friends.
Now, when thinking about the definition of truth, your mind goes to a completely different place. It will likely pull from memories to create a definition of what truth is to you. Not search for some text book definition.
Each memory feels different, right?
That is because our memory is less like a filing cabinet and more like velcro.
The memories, experiences and emotions we have, create these ‘loops’ and all it takes is one idea with enough ‘hooks’ for something to truly stick into our minds and take action.
This is actually called the ‘Velcro Theory of Memory’ and it was when I discovered this phenomenon, I spent less time trying to write like Hemingway and instead spent more time learning how to identify the ‘loops’ of my customer.
I then taught VA’s the same tactics... and even in the beginning if their ads/posts were poorly spelt, it still generated ridiculous results. More than the competitor.
So, why is this relevant?
Well, great copywriting isn't about sounding smart or even making great stories…
to be honest...contrary to most what most copywriters teach, you don’t have to understand Stephen Kings, 'On Writing: A Memoir of the Craft' to be a great copywriter...
Well not to make money at least...
Copywriting Is about finding the biggest problems and desires of your prospect then creating targeted messaging to make something stick and take action.
That's the ticket.
And guess what?
It's not a skill that only you can do after doing your morning affirmations...
It's something you can completely systemise and delegate.
Lightning bulb yet? Got that 'aha' moment?
Let's keep going.
Most programs teach you messaging and templates focused all around the presentation and the ‘writing’...
...but it’s actually understanding how to identify these ‘loops’ of the customer and reverse engineer hooks that make it all work.
There is a science behind why some well written 1,000 word value posts completely flop in groups...
While some 10 word posts get 250 comments.
If nothing else, please remember: ‘copywriting is like velcro’.