One of the best copy lessons David Deutsch ever taught me was that “specifics are what get people interested”.
For example…
If you look at the copy on Bottom Line magalogs…
It’s all specifics.
You WON’T see things like…
“Get in the best shape of your life”
Or…
“How to feel your best, once and for all”
Why?
Cause that’s too general.
And no one really wants that.
What people want are specific solutions to their problems (things they’ve never heard before).
So if you have a Bottom Line mag, you’ll see copy that looks like…
“The tin foil secret that lowers blood pressure by 14 points”
or….
“Warren Buffet’s “cockroach strategy” for 12% returns in the market”
This is what David meant by specifics.
And in copy, specifics are what grab people’s attention…
Why?
Cause it’s all about curiosity.
Curiosity is what reels people in…
And has them wanting to know more.
And here’s the thing…
It’s super important that you pique their curiosity right away.
Like in the headline…
Or in the first sentence…
You don’t want to bury the curiosity…
And hope they “eventually” get to it.
Cause they’ll never get to it.
They’ll get bored and go back to looking at Instagram.
This is why you have to really jump on that curiosity gland from the get-go.
And hook them hard.
If ya do that…
You have a good shot at selling them.
I can tell ya, that’s a million dollar lesson.
And it’s one I wish I had learned earlier.
But I’m thankful that David Deutsch taught me.
BTW if you’re not on David’s email list yet, you should hop on it.
He’s one of the 5 best copywriters in the world…
And he had a huge impact on my life (and my copy).
Highly recommend getting on his list if you’re not on it already.
You can get on it here.
That’s all I got for ya today.
Enjoy your Friday,
– Justin
If you want to hear more from Justin, he has a private email list for top marketers, copywriters and business owners. To apply to be on the email list simply click the button below that says “apply now”.
