One thing that good copy has in common with dating is that you ALWAYS want to lead with your best stuff.
Case in point…
There’s a woman I met recently at Barton Springs that I went out with 4 or 5 times.
We got sushi together at Uchi…
She met me and some of my friends at Codependent for a cocktail…
Another night I had her over to my place and I cooked some delicious steaks for us…
So we spent a good amount of time together…
And I enjoyed spending time with her…
However…
I let her know yesterday that I wasn’t really feeling a romantic “spark” with her.
It felt like she had a wall up…
And it was hard to connect with her…
I wasn’t really sure how she’d take it when I told her this…
But judging by her response, it seemed like she was aware this was coming…
“I understand – I apologize, I have a hard time opening up to people, and it usually takes a long time for me to be comfortable and show the “real me”. It’s something I need to work on. I like hanging out with you as well, so I’m up for hanging as friends”
So she took it well…
And we’ll probably hang in the future as friends…
Now…you’re probably wondering why I’m telling you about my mediocre dating experience…
Well here’s the big point I want to make.
Whether we are talking about dating or copy, you always want to lead with your best stuff.
In dating, this is crucial.
You don’t want to “save” the best version of yourself for date #5…
Cause if you do that…
There ain’t gonna be a fifth date!
The other person will just stop answering your texts…
Or they’ll shift their focus to one of the other people they’re seeing…
And guess what?
This is the EXACT same thing that happens in copy when you don’t lead with your best stuff.
If you try to “save” your best stuff for page 3 of your copy, your copy will flop.
Why?
Cause you have to grab people’s attention right away.
And keep them interested.
Remember – people are NOT required to stick around and read your copy.
They have a million other things vying for their attention like email, Instagram, text messages etc…
So if you don’t lead with your best stuff…
They’ll simply tune you out.
So keep that in mind.
And always lead with your best stuff.
Hope this was helpful for ya.
– Justin
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