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3 Copywriting Tips - How To Edit For Mass Appeal!
By: Daniel Levis
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    2006-02-18

    Table of Contents:
  • 3 Copywriting Tips - How To Edit For Mass Appeal!
  • The second idea...
  • I am a...

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    3 Copywriting Tips - How To Edit For Mass Appeal! - The second idea...


    (Page 2 of 3 )

    2 - The second idea is internal versus external frame of reference. Some people do things because they see others doing them. Some people want to relate things to their own experience. The former is impressed by testimonials and success stories, while the latter is moved by deductive reasoning, analogy, and metaphor. You can see this requires two very different kinds of selling.

    Here's another way to look at internal versus external orientation. The internally directed person values a sense of achievement while the externally directed person values recognition. Two sides to the same coin.

    So you might say in your copy, "Picture the smiles of appreciation your family will reward you with when they begin to enjoy the new lifestyle this knowledge can afford you. Imagine the sense of achievement, and how confident you'll become!"

    The first sentence appeals to an external bias, while the second one targets an internal bias.

    3 - And the third tip is to use phrases that appeal to multiple modes of perception in your copy. Like everyone else, you perceive the world with a bias toward seeing (visual), hearing (auditory), or feeling (kinesthetic). Naturally your copy will reflect this bias. By going back through it and editing it to include all three biases, you will connect with more readers.

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