“𝗧𝗵𝗲 #𝟭 𝗖𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝗖𝗼𝗽𝘆𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝗣𝗶𝗲𝗰𝗲 𝗡𝗢 𝗕𝗘𝗚𝗜𝗡𝗡𝗘𝗥 𝗜𝘀 𝗗𝗶𝘀𝗰𝘂𝘀𝘀𝗶𝗻𝗴 - 𝗪𝗵𝗶𝗰𝗵 𝗪𝗶𝗹𝗹 𝗠𝗮𝗸𝗲 𝗬𝗼𝘂𝗿 𝗣𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻 𝗦𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹 𝗢𝗿...

... 𝗔 𝗖𝗼𝗺𝗽𝗹𝗲𝘁𝗲 𝗙𝗮𝗶𝗹𝘂𝗿𝗲 - 𝗥𝗘𝗩𝗘𝗔𝗟𝗘𝗗!”

Dear entrepreneur,

What A.I. can not do is the following - 𝗳𝗶𝗻𝗱 𝗮𝗻𝗴𝗹𝗲𝘀.

Brainstorm natural angles that are not iterative. Angles that make your audience relate and which are easy to understand.

Let’s step back a second.

What is an angle?

𝗔𝗻 𝗮𝗻𝗴𝗹𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗰𝗲𝗻𝘁𝗿𝗮𝗹 𝗶𝗱𝗲𝗮 𝗼𝗳 𝗮 𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻. It’s an umbrella term. When I say, “Write a good angle,” I say, “Write something that gets and keeps interest while differentiating yourself from the competition.”

I’ll give you an example.

You’re in the health market. Here, your mechanism makes a world of difference. This is because your prospect has tried stuff before. This stuff didn’t work. So he’s skeptical to try something new.

This is where your new mechanism comes in. It is KETO, fasting, taking a pill, and seeing the kilograms melt away. It must be different from everything he is familiar with, or he’ll associate the failure of the known mechanism with your product.

Your mechanism isn’t everything, though. Your big selling idea matters, too. This is an overarching trend that’s present in the marketplace. It can be your mechanism, but not always.

When everyone says, “Lose fat fast,” and you say, “Lose fat slowly (but surely),” you have a big selling idea.

When you have a celebrity endorsing your product, and you can call it the “X secret to losing 15 KG and looking phenomenal in…”, you’ve got another strong selling idea.

John Carlton, the famous copywriter, suggests a simple way of building a solid big-selling idea. It is called “𝘁𝗵𝗲 𝗷𝘂𝘅𝘁𝗮𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝗼𝗳 𝗶𝗻𝗰𝗼𝗻𝗴𝗿𝘂𝗼𝘂𝘀 𝗲𝗹𝗲𝗺𝗲𝗻𝘁𝘀.” You put two things that don’t belong side by side.

“The 19-Year-Old Nerd Who Seduced Two Super Models In Italy.”

“How I Lost 19 Kg By Eating Fast Food Three Times A Day.”

“A Skinny’s Guy To Defeating A 140 KG Quarterback In A Punch-out!”

Big selling ideas and angles (and subsequently mechanisms) are high-level copywriting principles. Most beginners won’t talk about them. But they’re critical in most markets.

𝗧𝗼 𝗿𝗲𝘃𝗶𝗲𝘄…

ONE - Your mechanism is how your product does something.

TWO - Your mechanism must be different from the status quo.

THREE - A simple way to create an angle/big selling idea is by juxtaposing incongruous elements.

If you’ve found this post useful, 𝗽𝗹𝗲𝗮𝘀𝗲 𝗰𝗹𝗶𝗰𝗸 𝘁𝗵𝗲 𝗹𝗶𝗸𝗲 𝗯𝘂𝘁𝘁𝗼𝗻! 👍

If you want to help someone narrow their marketing, 𝘀𝗵𝗮𝗿𝗲 𝘁𝗵𝗶𝘀 𝗽𝗼𝘀𝘁! ♻️

If you have any questions or thoughts, 𝗰𝗼𝗺𝗺𝗲𝗻𝘁 𝗼𝗻 𝘁𝗵𝗶𝘀 𝗽𝗼𝘀𝘁! 🗣️

Best regards,

Razvan

PS: Photo by Kelly Sikkema on Unsplash