The Power of Words
The Importance of Copy in the Digital World
In the vast digital landscape where every click counts and every bit of attention is precious, good copy in the digital world emerges as the secret weapon to capture interest and stand out amidst the online noise. This isn’t just about writing; it’s the art of communicating persuasively, engagingly, and, most importantly, effectively.
In this article, we’ll explore the fundamental role of good copy in the digital world in making your digital blog not just readable but irresistible.
How the right words can transform your audience: How to write a good copy in the digital world
We’ll discover how the right words can turn casual visitors into passionate readers and how persuasive writing can positively influence your conversions.
The Importance of a good copy in the digital world of the communication
Today, I want to talk to you about the importance of good copy in the digital world. Get ready to dive into the fascinating and crucial world of copywriting in the digital context.
Everyone’s talking about it, and you’ve surely noticed the exponential increase in digital experts selling detailed and in-depth courses exclusively on copywriting. This trend has only grown with the arrival of the new social platform from Instagram: Threads.
A Case Study of the Most Famous Letter in Communication History
To illustrate the importance of good copy in the digital world, let me tell you a little story…
Have you ever heard of the Wall Street Journal sales letter?
Probably not.
Yet it is one of the most effective examples of copy in the history of communication.
(This letter, along with an analysis, can be found at the end of this email).
This advertising letter was used unchanged for 28 consecutive years (from 1975 to 2003).
Overall, it generated about 2 billion dollars in subscriptions for the Wall Street Journal, equivalent to about $200,000 a day in revenue.
Amazing.
Do you see how valuable good copy in the digital world can be when crafted by a great copywriter (like Martin Conroy)?
The letter tells the story of two young men, both with the same education and nearly identical backgrounds.
Throughout their lives, they both start families, have kids, and end up working at the same company.
The only difference?
One becomes a low-level manager, while the other becomes the president of the company.
And what made the difference between two nearly identical lives?
One continuously educated himself and made good use of the information he had, while the other did not.
The logical conclusion of the letter is that knowledge is power.
And the Wall Street Journal, of course, is positioned as the best source of knowledge for those who want to succeed in business.
Yes, it’s a simple story but incredibly powerful.
What Makes This Story So Effective?
There are at least two elements that make it extremely persuasive.
The first is undoubtedly storytelling. People get lost in stories, learn from others’ experiences, and better absorb the concepts we want to convey.
If you’ve been following me for a while, you’ll have noticed how we use the principles of storytelling and serial narratives in almost everything we do.
The truth, however, is that if storytelling alone could generate 2 billion dollars, we should all be millionaires (though in reality, those who are exceptionally good at storytelling often are).
That story isn’t just a simple story. It contains one of the most powerful elements of good copy in the digital world.
A concept we use in all our strategies and that has always brought us amazing results:
contrast. Let me explain.
Did you notice how the story examines two very distinct situations?
On one side, there’s the man who can’t advance in his career, while on the other, there’s an almost identical man achieving astounding results in the same time frame.
Firstly, this is a situation in which millions of people can see themselves. This creates empathy and immerses the readers in the story.
But beyond that, the letter has perfectly captured two extremely clear and contrasting emotional states: the situation most people are in and the situation they wish to be in.
And the Wall Street Journal is positioned as the perfect tool to reach the situation of their dreams.
The fact is that people constantly desire something (let’s call it point B). Right now, however, they live in a reality where that something hasn’t yet occurred (let’s call this point A).
Between A and B, there is a perpetual tension. The tension between what is and what we wish it to be. The tension between who we are and who we want to become. It’s the same tension we feel when our life is chaotic, and we see someone with the mental order and determination we wish we had. Or when we have a physique we don’t like, and we are shown what our life would be like if we only had the body of our dreams.
Great copywriters (like Martin Conroy) manage to identify these tensions and depict them as vividly as possible in our minds. These contrasts lead us to click on ads, sign up for newsletters, and buy various products.
In communication, every successful project starts from these contrasts.
Learning to do this is an art and is what separates the top 1% of copywriters like Martin from the remaining 99%. There’s just one small problem at this point. Beyond the use of contrasts, the truth is that the Wall Street Journal, when the letter was written, was already a fairly strong and recognized brand. The question we should ask is: would the letter have had the same effect if used on an ordinary brand?
And the answer is: yes and no.
Sure, contrast is a very powerful copy tool.
However…
Working on developing a brand and positioning it strongly in people’s minds is undoubtedly the most powerful marketing tool that exists.
The weaker your brand, the more you’ll have to invest in marketing to sell. The stronger the brand, the less you’ll need to spend on advertising or promotional campaigns.
This is why Matteo and I dedicate most of our energy to building memorable brands and positioning them in the minds of our audience.
Our goal is to make our clients spend as little money as possible: we rarely recommend paying for social ads because our content is sufficient for that visibility.
Now, I leave you with the letter. Happy reading… I look forward to hearing your thoughts.
Digitally Yours
☀️ Sara ☀️
