Copywriting Is Science!

Hey {{first_name|Bro}},

I recently changed my gym. 

The environment is hell new for me. But something weird happened yesterday that made me write this email.

Stay tuned because a copywriting lesson is coming your way.

I was doing a chest exercise. Only one senior member was there. And the trainer hadn't arrived yet.

The senior guided me to do chest with dumbbells up and down movement while standing like this:

I thought: "What is this? This is putting pressure on my shoulders."

Then the gym trainer came up with a loud bike sound. He turned off his bike, walked straight to us, and asked:

"What exercise is he doing?"

The senior and I both said in sync: "Chest."

The trainer: "Holy fuck. Leave this exercise and come with me."

He showed me that chest exercises shouldn't be done standing with dumbbells. 

That's an old-school method from when gyms didn't have much equipment, and it wasn’t that effective at all. 

Now we have better options with wire and machines.

So, when you stand and lift dumbbells for your chest, your arms push up against gravity.

But your shoulders take all the strain because they're fighting gravity in the wrong direction. 

And it's the same for copywriting.

Just like that, wrong exercise looked good but put pressure on the wrong muscles, bad copy looks good but puts pressure on the wrong emotions.

Example: A sales page that uses fear tactics might get attention (like lifting the dumbbell), but it damages trust (pressure on your shoulders). 

Short-term gain, but long-term injury lol.

Instead of pushing against your reader's scepticism, align with their existing desires and emotions.

That's the science in copy.

So, Next time you write, ask yourself:

“Am I fighting against my reader or working with them?”

-AshuRex

Streak: 238

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If you have any queries, feel free to ask by replying to this email. 

I will get back to you ASAP.