And you can see my lips lengthen from one ear to another.

And everyone present was smiling and laughing when she said what she said.

And I was already feeling myself as the center of the conversation.

Waw, so people can compliment me like this?

So this watch is beautiful like this? Waw

I had an Ah-Ah moment in my mind and I was already getting shy in their midst.

Not knowing that she was being sarcastic about the compliment.

I had bought the watch for a few thousand Naira some days back.

And I decided to wear it to school the next day.

You know? To pepper them...

Not knowing that I was actually going to pepper myself.

It remains small like this before I started crying when I finally noticed she didn't really mean the compliment.

And there...right there, I could feel the pain penetrate straight into my bones.

I was laughing with them but within me, I wanted to curse her.

I wanted to drag my feet right from there and go cry in one corner.

It was a sad moment for me.

She probably didn't know it up to date but mehn, I felt the pain.

And that's how your prospects will feel the pain without having no one to talk to when you excessively flatter them in your copy,

See,

Yes, it's okay to caress the ego of your prospects while when you writing your sales letter.

But when you overdo it, when you make it obvious that you are caressing her ego.

And she feels flattered, trust me, she will feel exactly the way I felt that way.

Because it's an innate behavior.

It's something we all have.

We all love to be praised...we all love people to caress our ego here and there.

But when people excessively do it...we become angry and feel like they are just whining us.

And you don't want them to feel that way.

Because that will deviate from the number one rule of direct response copywriting:

MAKE HER BELIEVE

Anything that you will make you deviate from that rule, remove it from your copy.

And either find something else to fill in the blank...

Or just leave it blank if the flows still make sense.

And that will lead me to the second lesson I want to tell you about today.

You see,

One thing you want to achieve in your copy is

CLARITY.

Your prospects should read your copy and get the one thing you are trying to pass.

The one idea you are trying to sell to them.

Not two...not three...not four....just ONE and only ONE.

Nothing more.

And truth be told, the ability to pass an idea in a way that people will easily accept it,

And even wanting to buy whatever you are selling based on the idea is not a walk in the park.

It's something I struggled with while starting as a copywriter.

But when you reverse engineer copy that have produced millions of dollars in the past and pay close attention to details...

You tend to get a grasp of it as fast as possible.

Let's round up with an example:

The END OF AMERICA is a promo that was created in 2011.

And I don't know if it's running or not,

But what I know is that the promo brought in billions of dollars.

And when you sit down and analyze the copy to understand why it works and all,

You will notice that one of the things that contributed to its success was how the ordinary idea was presented in a much more compelling way.

The way the ordinary idea was transformed into a BIG IDEA that Americans can easily relate to and resonate with.

And the ordinary idea behind the copy is that:

"The U.S seems like it could lose its status as the global reserve currency, and this could be bad"

That was the idea behind the copy.

But no one will buy what they are trying to sell if they present the idea in such a way in the promo.

Why?

It's not compelling enough. It doesn't even make sense intellectually

But when the copywriter presented the same ideas as.

"THE END OF AMERICA"

It quickly resonates with Americans and makes a lot of sense to them

And that equally makes them buy what they are trying to sell.

But you won't understand this if you can't reverse engineer copy and understand the ordinary idea behind the copy...

EVEN before it turned to that BIG IDEA they are currently using to sell the product.

That's the secret behind writing copy that converts

And maybe one of these days, I will explain in depth on how to do that.

It's something I break down daily in my email though

And if you want to join folks like you and learn more

Go here: https://www.toyyibabdulganeey.com

Stay consistent

Toyyib.

abdul?