People aren’t buying the thing you’re selling. They’re buying the result.
They’re not spending $12 on a super-food smoothie because they love the taste of the ingredients- they’re buying it because it makes them feel healthy and strong.
They aren’t buying a technology because they think the actual components of it are special, they’re buying it in the hopes that it will make their life easier.
People aren’t buying the thing that’s being presented to them, they’re buying the way that they hope it will make them feel.
That’s why good copy is one of the most effective ways to sell you’re saying.
Like poetry, like art, you can frame their experience so they get a glimpse of how you’re saying your thing will make them feel.
You can write in a way that helps them feel just enough of their desired emotion, to make them want more.
It’s not the flashy videos, the amazing graphics, or the perfect jingle that’s selling the thing; it’s the emotion behind the creative work. That’s what art does, it makes humans feel something. We’ve known that for as long as we’ve lived in caves.
