Why copywriting is like chess

Posted on July 16, 2014 by wolfspirt

 

As a copywriter you have to anticipate the moves of your customer.

Like a chess player, you have to be thinking ahead, and ask yourself…

• What objections are they going to have?
• What are they going to say in response to your claims?

Many people ignore this element of writing and try riding roughshod over objections, but this will bite you in the butt eventually as they click off the page.

A superior strategy is to meet those objections head on.

When you do this, you actually strengthen your promise and you bond with the customer a little more.

An example of this in action is something like,

This will work for you

• Even if you’re blah blah blah
• Even if you’re blah blah blah

Focusing on how your product/service will be easier and quicker to implement than they imagine, works well here.

This double whammy move of connection and strengthening your promise, gets you closer to the sale.