Take a look at these two paragraphs and tell me which one hits you harder…
1. Over four million kids in Africa, are malnourished. They simply don’t have the food they need to grow. So many of these kids won’t develop like they should. They’ll be underweight, sickly and won’t be able to help their families. Sadly many of these kids will die because of their lack of access to food.
2. When Jaden goes to bed at night, she can hardly sleep due to the hunger pains in her stomach. Her mother tries to help. She caresses her head, and gives Jaden sips of water hoping it will help. But it seldom does. Some weeks, Jaden goes days without eating. It truly breaks my heart to tell you her story. Imagine being 6 years old, and not knowing where your next meal will come from. Imagine how scared you’d feel. And unsafe. A young girl shouldn’t have to feel this way.
Do you see the difference between these two paragraphs?
Do they hit you differently on an emotional level?
Of course they do.
The first paragraph is a lot of wide ranging facts about malnutiriton in Africa.
And it’s all logical.
Which is a mistake.
Many copywriters try to “logic” their way into a sale.
But logic is a big loser.
That’s a quick way to lose a lot of money.
However…
In the second example, you have an emotional story about a girl named Jaden who is starving.
The idea of her going to bed crying every night because she’s hungry hits you on a very emotional level.
It makes you feel something.
You feel sad for her.
You feel angry at the world for being this way.
You even might feel a little guilty that you have it so good and she is suffering like this.
So you’re feeling a wide range of emotions.
Which is what I want.
Cause that’s what good copy does.
It stirs up emotions.
It doesn’t try to “logic” you into a sale.
It simply pinpoints all your emotional hot buttons and makes you feel something.
And that’s the big thing I want you to take away from this.
You can’t “logic” your way into a sale.
It’s been tried over and over.
Doesn’t work.
It’s all about hitting those emotional hot buttons.
Keep that in mind.
– Justin
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