Cult of Copy Two

by Michael Strickland

I always appreciate the insights of Colin Theriot, who runs the Cult of Copy. He always quotes traditional ideas from many years ago. Thus, he shows how the basics of copywriting and persuasion are universal. Why does this matter? If the best practices are universal and not constrained to any time or place, then they are accessible to anyone, anywhere at anytime.

The latest social media fads may come and go, writes Colbert Barr, but some strategies for attracting an audience online will always be in style.  Such content  is developed and crafted to be SEO friendly and extremely relevant and qualitative. It is the kind of content that encourages better rankings, happy leads and loads more social engagement.

Yesterday, Colin shared:

Things have to be believable, not in a literal, photographic sense, but in an emotional sense – capturing the essence of the situation.” – Michael Foreman, Born Mar. 21, 1938.

Emotional authenticity is key.

What people frequently call “hype” is when the writer’s enthusiasm is inauthentic. It feels forced and faked, and therefore what you’re promising and pushing feels like a trick.

But authentic emotions and intensity level don’t ever feel like hype. They feel earned.

The difference is in providing sufficient and relatable reasons for the emotion you’re portraying.

If you’re mad, the reason why needs to be something that would make the reader mad, too.

If you’re excited and hopeful, the reader needs toknow about what you’re anticipating and believe how possible it is.

If you mess it up, it breaks the spell and they are reading ABOUT you instead of engaging in your story WITH you.