What would you say is the most important copy ingredient in the world?
Having a bazillion dollars to test stuff??
All those are good.
But in Ning Li's world, the most important copy ingredient is what I call the VEHICLE.
A vehicle is the "thing" that delivers a benefit.
The italicized words are the vehicles.
But many struggle to come up with an interesting vehicle that grabs people and commands their attention.
That's why I'll share a simple exercise that will turn you into a vehicle-creating monster.
This exercise requires a bit of thinking.
(And that's non-negotiable btw. If you want to make the big bucks as a copywriter, you need to think.)
Here's what to do:
Take a pen and paper and write down 10 different descriptions for whatever you're selling.
Don't filter your imagination here.
Suppose we're selling pens.
For me, the subject is as exciting as politics hahaha.
So how can we turn something mundane and boring... into something that's exciting and interesting?
What else could this be used for?
What are all the possible characterizations I can give it?
For the pen, here's a small list:
Some ideas are bland.
All newbie copywriters need to pump out a ton of "OMG that sucks" words before they create a masterpiece.
Same with ideas.
You need a bunch of CRAPPY ideas before you come up with a gripping one.
How do you know if you got a great idea?
This brainstorming exercise will take time.
But I promise it gets easier the more you do it.
And the more you do it, the more you'll stand head and shoulders above other, lazier copywriters.
Talk to you soon,
P.S. Did you enjoy this tip?
Tips are cool but having a system that shows you how to pump high-converting copy effortlessly is waaay better. I believe my Zero To $5k video course is said system. It will transform your copy and land you clients who are a pleasure to work with.