Hello Everyone,


I have really fallen in love with the concept of the fundamental five. I picked it up at a martial arts seminar with the straight blast gym (SBGi) The theory is to come of with 5 fundamental things you must do to execute a given activity and it has been a great learning tool for me, so what I would like to do is have you guys help come up with a fundamental 5 for copywriting. Cant wait to hear your replies on this.

As far as copywriting goes:

1. You must go deep inside your target markets head. It's a lot like going inside yourself when you meditate, but you are going into someone elses head instead... Feel what they feel... learn to walk like them, talk like them... become them.

I like to think of this as an actor does getting ready to take on a role in a movie. It's all about modeling them in the psychological sense.

Sometimes it takes physical modeling as well. Many good actors will live the life of their character for months before stepping on to the studio.

You want to use the non-logical, more emotional right side of your brain. Later on (in the justification and proof portion of your copy), you can use more logic... more left-brained, if you will.

2. Once you have figured out the thinking patterns of your target market, you must be able to Speak their language. Speak to them as though they are a close friend that you've come to know in an intimate way.

3. Take them by the hand and lead them down the path. You are their guiding light, their mentor... show them the way.

4. Give them examples and proof that you are real... that your product or service is real and that it will work for "others" who are looking for the resolution to their problem.

I say "others" because sometimes when you speak to them directly, some folks have a tendancy to put up a wall of defense... they feel as "they" are being "sold to". When you speak of others, you are in fact speaking to "them".

Much like a "real" guru would with a student, you want to do this by using real examples... real results that have taken place, but you can also use metaphors as a way of "teaching" and enlightenment. Going back to number two... speak the language they understand.

5. Call to action - Ask them a question that they must answer with a "yes " in order to solve their problem. Let them believe that they have come up with the solution. If this is done correctly, they will have no hesitation in clicking the "buy now" button.

It is very hard to nail it down to just five, but these are points I think about when writing.

Perhaps others here can do a better job of crunching it down to five...

Right now I'm in another place, so please forgive me for sounding so metaphisical or "new age" in my examples.

I'm not always this way... just focused in on the "spiritual" aspects of writing at this time.

Stephen,

I don't know if I'd classify that as "The Fundamental Five" of copywriting, but I sure like it. Its very good advice. My friend, Bryan Kumar, summarized it by saying, "Meet them where they are."

Bruce

Yes, but "meet them where they are" isn't long copy.