Copywriters Podcast

The other day I was watching a TV interview with a Hollywood actor in his 80s. The interviewer asked him, "What do you think of all the new movies with special effects and robot characters?" The actor clearly didn't want to answer the question directly. Instead, he said: "What I look for in a script is three things: 1) What's the story? 2) Who are the characters that embody the story? 3) What's the emotion?" It was a good answer, and I think the third thing the old actor mentioned is also important for copywriters. Even more than that, I think the conventional wisdom we've gotten about emotion is not nearly specific enough to be useful. I'll review the conventional wisdom in this episode, & replace it with specifics you can use. Before we do, here's something that you might not find emotional at all: Copy is powerful. You're responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims… and/or if you're writing copy for offers