Let's face it…
Writing is the fun part.
But turning all that raw writing into something that sells…
Something that sparks desire…
Something that pulls your customers’ eyes down the page like an 8-year-old on an oil-slicked waterslide?
That's the real challenge.
And that challenge rears its ugly head when you sit down to edit.
Because editing your copy is hard.
It's hard because you did the research.
You did the writing.
And you created a beautiful baby that you can't wait to show the world.
You are magic.
But your reader doesn't know you’re magic.
They don’t know what you know.
And they're looking for ANY reason to stop reading your copy and chuck it in the trash bin.
So the question is…
How can you avoid your copy ending up under layers of week-old Chinese takeout, coffee grounds, and moldy bread?
You do as Gary Halbert said…
You turn your copy into a greased chute so good that they can't stop reading.
But here's something no one ever explains…
What exactly kills your copy’s friction free flow?
The answer is simple…
You must eliminate ANYTHING that forces the reader to think.
And how do you figure out what will make your reader think?
I'm glad you asked.
Because there is one simple technique I use to smooth over my copy…
And when done right, it makes editing a breeze.
I call it the "Logic Bomb."
A Logic Bomb is anywhere in your copy where the reader has to think.
It kills the flow.
It pulls them from the illusion.
And it engages their logical brain.
So how do you find these Logic Bombs in your copy?
First, start by reading your copy out loud. (DO IT. STOP RESISTING. JUST F'N DO IT)
If a sentence makes you stumble…
If the words don't flow from your lips with ease…
If your brow furrows in the shape of a question mark…
REWRITE the sentence.
But that's not all…
Remember to read your copy as though you are the customer...
As you read, ask yourself a simple question with every word… every sentence… and every paragraph…
"Is this what I expect to hear next?"
If the answer is “No”...
Add transitions…
Fix wonky sentences...
Remove the copy that doesn't work…
Explain the concept better and add more context if needed…
Turn abstract ideas into word pictures (this is a whole post in itself)...
Etc…
Repeat the process until your copy flows with hypnotic ease.
That’s all it takes!
Here are a few examples of Logic Bombs that sneak into my copy.
- Lack of transitions. (When your copy jumps from one topic or thought to another, it forces your reader to fill in the gaps)
- Abstract ideas.
- Difficult to read sentences.
- Long sentences and paragraphs. (Often these are caused by adding too many ideas instead of focusing on one)
- Facts and figures that are difficult to digest.
- Failing to break down complex ideas into SIMPLE explanations. (This is easy to do when you know the topic by heart)
I'm sure there are more, but this post is long enough already.
I could go on about this for hours.
Maybe I'll add some examples later.
But first, let me know what you think about the Logic Bomb…
Enter your text here...