Last night I realized that you can learn a lot about good copy simply by watching a band perform.
For example…
Yesterday I went to see one of my favorite bands, Chvrches, at ACL live.
If you’ve never heard of Chvrches they have an electronic/pop kind of sound.
Almost like a happier/poppier version of The Cure.
Anyways…
One thing they did (which was really smart) is they opened the show with 3 of their best songs.
Why’d they do this?
Because they wanted to hook the crowd right away.
They didn’t want us just standing around waiting for the good songs.
They wanted to pull us in right away.
So they opened with 3 bangers.
Bands that have toured for a number of years understand this.
They understand how important it is to start the show on a good note.
And to get the crowd sucked in and singing along…
Now here’s what’s interesting about this…
This is the exact same thing that happens in good copy.
You don’t put your best stuff on page 2 and try to build up to it…
You LEAD with it.
You smack the reader in the face with your best stuff…
And get them so excited, that they HAVE to keep reading.
Cause here’s the thing…
No one is being forced to read your copy.
In fact, they don’t want to read your copy.
They’re looking for an excuse to stop reading it so they can check their Iphone or click around on Youtube.
So in order for you to hold their attention…
You have to do everything you can to grab them right away.
This is one of those “old school” rules of copy that was true 100 years ago…
And it’s even more true today…
So my advice?
Just like a good band leads with their best songs, you should also lead your copy with the most interesting stuff.
Don’t bury it on page 2 or 3.
Lead with it.
I promise your copy will convert a whole lot better if you do that.
Alright that’s all I got for ya this morning…
Enjoy your Friday,
– Justin
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If you like the copy insights I share in my emails, you might be interested in working with me in my mentoring program, Copy Accelerator.
You’ll get to learn from me, Stefan Georgi and a group of A-list copywriters every single day.
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