𝗧𝗵𝗲 𝗖𝗼𝗳𝗳𝗲𝗲 𝗧𝗮𝘀𝘁𝗲𝗱 𝗕𝗲𝘁𝘁𝗲𝗿 𝗕𝗲𝗳𝗼𝗿𝗲 𝗛𝗲 𝗧𝗼𝗼𝗸 𝗮 𝗦𝗶𝗽

Imagine ordering a cup of coffee at a fancy little neighborhood café.

Before the barista hands it over, he tells you about the beans. Grown high in the mountains. Picked at just the right moment. Roasted in small batches by somebody who apparently considers coffee a religious calling.

Now take a sip. Pretty darn good, right?

Maybe. But here’s the interesting part: the barista started working on your taste buds before the coffee touched your tongue.

You weren’t simply handed a drink. You were handed a set of expectations.

That’s 𝘀𝘂𝗴𝗴𝗲𝘀𝘁𝗶𝗼𝗻 at work. Context can influence what people notice, anticipate, and sometimes even experience. The story doesn’t magically improve bad coffee, but it can change how someone approaches the first sip.

Copywriters ought to pay attention.

Suppose you’re selling a writing course. You could lead with twelve modules, forty videos, and a downloadable workbook. You’ve just described a filing cabinet.

Or you could open with the moment your buyer wants: sitting down with a messy offer and knowing exactly how to find its strongest selling point.

Now the course has a job to do.

Of course, you’d better deliver on that promise. A delicious backstory won’t rescue a cup of burnt sludge, and clever framing won’t save a lousy product.

Here’s the trick: before describing what you’re selling, decide what you want your buyer to notice when they encounter it.

Then give them a truthful reason to look there.

𝗧𝗵𝗲 𝗳𝗶𝗿𝘀𝘁 𝘀𝗶𝗽 𝘀𝘁𝗮𝗿𝘁𝘀 𝗹𝗼𝗻𝗴 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲 𝗰𝘂𝗽 𝗿𝗲𝗮𝗰𝗵𝗲𝘀 𝘁𝗵𝗲𝗶𝗿 𝗹𝗶𝗽𝘀.

RW

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