Some people do think their markets are actually immune to copy.
However, as Colin Theriot ( founder, owner and leader of the Cult of Copy Facebook group ) says, we’re just “hairless apes” and no matter how smart we think we are we still can’t rise above our basic emotional states. Just because a certain group seems “dignified” or “super high class” or “is in a unique position” doesn’t mean they won’t respond to a decent emotional appeal aimed at them.
Heck, the best example of this would be us copywriters.
You’d expect us to be immune to the powers of copy because we know how it works and how to use it. Yet that’s far from the truth. In fact, copy still works on us just as good as it would if we didn’t know how it worked.
Only difference is that our “logical brains” are busy deconstructing the ad as we read it while our “emotional reptile brain” is being taken on a joyride overriding what logical decisions we’ve come to.
We know exactly what the psychology being used is and how it works. And we still end up getting affected by the copy.
It’s almost like getting conned and falling for it even though you know you’re getting conned, and you know exactly what the conman is doing yet you still fall for it anyway. And afterwards you actually look at yourself and remark on how good that conman got you.
Regardless how much we know about copy it still works on us.
The lesson of this story?
We’re all “hairless apes” with a bubbling set of emotions we can’t control. No matter who we are, what our age is, what we make or where we’re from.
And if you want me to write to your prospects in a way that gets their emotions boiling and puts them in a major buying fever, then hit me up over at:
And I’ll get back to you. Or you can just fire me an email over at:
[email protected] dot com
…Till the next wave of madness… Vae Victis…
PS Thanks for the proofreading Jeff. I owe you.