Ever seen a volcano erupt?
…well, me neither.
Closest I’ve ever been to a lava flow is on a random YouTube documentary about the stuff.
And I noticed something.
The path lava flows depends on how older lava flows dried up in the past.
If they dried up forming a sloping path to a small village or town. That’s where the lava goes ( poor bastards ).
If they dried up in a path to the ocean. That’s where the lava goes ( poor bastardly ocean water ).
If they dried up to form a flat plain. Future lava flows won’t go anywhere… and will make the plain even flatter ( poor bastardly lava )
And it gets more interesting too.
Turns out lava doesn’t just shoot out of a volcano in massive eruptions with the power of a thousand suns. Completely reshaping the terrain and volcano…
Oh no. There are volcanoes where the lava in constantly flowing out. Creating new land non stop. Giving birth to new paths for future lava flows to flow.
Now, here’s where my mini-geography lesson gets interesting. Because lava, is exactly like your market.
Every piece of copy you put out.
Whether it’s an email.
Whether it’s a sales letter.
Whether it’s a direct mail campaign.
A landing page. A squeeze page. Even a VSL.
Each one of them is the result of every other piece of copy, education, social norm and information before it in your market. Whether directly or indirectly.
Like lava, each and every piece of copy and info your target market has received trained them to expect certain… angles from your pitches. Over time that copy and info has dried up in their heads.
Creating firmly held beliefs you must consider before crafting your ad.
And every once in a while… Someone comes along with a shift in the market so explosive. It completely changes how the market works. Paving the way for new flows of information.
It’s because of this, I go through what your market is currently thinking about their problem. And your solution when I write your copy.
Your competitors, customers, and existing copy from other players in your market with similar products to you will be researched with a fine tooth cob to make sure your copy fits in with the times.
And if you want me to write your copy, then hop on over to: