My copywriting teacher, someone I greatly respected, sent me this at the start of our training:
After reading his email, I felt two things.
First, a sense of pride. Second, the feeling of an “aha” smacking hit me in the head. A single word in his email triggered it. Can you guess which word?
Working.
As in, “your copy is working.”
I hadn’t thought about it that way before.
“Working to do what?” we must ask.
To generate sales.
The word “working” brings to mind a machine. Maybe a washing machine. A washing machine either works or doesn’t, right? When that washing machine is working, it spits out clean clothes. When your copy is working, it spits out customers.
Is your copy working?
