How To Write Conscious Copy

Many behaviourists now believe the human brain is programmed to dutifully answer questions. We constantly bombard ourselves with questions and our answers directly affect our results. When you understand this concept then questions become a powerful copywriting tool.

Imagine you own a factory which makes handbags. If you ask yourself…

‘How can I make the greatest number of generic amoxil handbags from my supply of leather? – then you will end up with one hundred handbags to sell for £3.50 each at the local market.

But change the question to…

“How can I use my leather to produce a high-end quality product? – then you will get ten handbags to sell for £650 each in Bond Street.

Same factory, same staff, same leather. Different question. Different Outcome.

The next step is to be consciously aware of any pre-suppositions which you may be unwittingly implanting into your questions and to make sure you appreciate how you may be influenced by the pre-suppositions of others.

During the 1988 US presidential elections a news agency invited voters to call a freephone number to answer this question. “Does it bother you that Dan Quale used his family’s influence to go into the National Guard and stay out of Vietnam”?

Your brain will have answered ‘Yes’ or ‘No.’ Even if you are now rationalising your response – can you see how difficult it is to break free of the idea that Dan used his family’s influence?

There is no proof that Dan Quale ever behaved like this and yet the people telephoning in for the poll did not question the presupposition. This is because their brains set out to answer the question. They did not question the question.

The crucial point is that your brain will always answer the question you ask which means that certain questions can become a self-fulfilling prophecy…

I am sure you know someone like Jon who has failed an exam and then asks himself

‘Why do I always fail’?

When he answers this question Jon sets up a self-fulfilling prophecy for the next exam by accepting the hidden presupposition to focus on why he will fail and not whether he will fail.

And what possible answer is there to ‘Why do I always fail’? Surely nothing empowering.

What if Jon decided to ask himself this question instead – ‘How can I do better next time’? The response buy amoxil to this question is likely to be a positive solution.

You may notice that this article started out about copywriting tools but evolved into personal development. This is a ‘buy-one-get-one-free’ skill because when you understand the concept of questions and pre-suppositions then you will be cognizant to the performance of not just your copy but every aspect of your life.

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