In the next 5 minutes I’m going to level up your copywriting skills 10x.
Now, I confess that this email is going to have a darker tone than usual.
I doubt many people will bother to even start the short (5-minute) exercise I’m about to give you.
And even of those that do, many will probably get distracted before they finish.
Whatever. Their loss.
But if you do this, Daniel, it may just be the most valuable copywriting exercise you do this year.
In the last 24 hours, I read three very distinct news articles.
I’m going to ask you to look at two of them.
First, check out one of these articles from the conservative-leaning Christian news website Disrn (both are extremely short):
Then, take a look at this piece from the liberal-leaning New York Times, covering the same story:
What do you notice?
One paints the situation as a terrifying nightmare — rape, robbery, extortion and lawlessness.
The other paints it as utopia realised — free food, free speech, and everyone helping each other.
And yet I guarantee you this:
Almost every single Disrn reader is thinking, “how could anyone possibly think this is good?”
And almost every single NYT reader thinks, “how could anyone possibly think this is bad?”
Yes, it’s a worrying sign that the West’s cultural ‘centre’ is disappearing in a flurry of mutual hatred.
But as usual, there’s a copywriting lesson in it for you:
You need to understand how different people can see the world in totally different ways.
Now, none of us are any different.
I’ve already declared my hand. I’m a conservative. I’m a Christian. So of course I lean towards a certain interpretation.
But I’m always challenging myself to read opposing points of view and think, “what if I saw the world this way?”
Not only does it help me write copy that isn’t condescending or fake … it genuinely makes it easier to relate to other human beings, including many of my liberal friends.
So I challenge you, once you’ve read these articles, to reflect on the one that made YOU feel uncomfortable, and think … what if I believed this?
You might actually realise a great teacher might have been onto something when he said:
“Love your enemies,
bless them that curse you,
do good to them that hate you,
and pray for them which despitefully use you, and persecute you.”
Enough seriousness for a Saturday (or Friday, depending on where you’re reading this.)
If somehow this email has finally made you realise the foolishness of not working with me for your copy, you can join my copywriting client waitlist here.
Otherwise, talk tomorrow.
P.S. If you didn’t actually read the articles — do it. Don’t just look at the titles. You need to ‘feel’ it.
And of course, I get nothing out of this. I’m not linked to Disrn or the NYT in any way. I’m just trying to help you get better at the craft.