{"id":376,"date":"2026-08-09T14:40:20","date_gmt":"2026-08-09T14:40:20","guid":{"rendered":"https:\/\/richardwinser.com\/blog\/?p=376"},"modified":"2026-08-09T04:41:31","modified_gmt":"2026-08-09T04:41:31","slug":"the-spoon-principle-of-copywriting","status":"publish","type":"post","link":"https:\/\/richardwinser.com\/blog\/the-spoon-principle-of-copywriting\/","title":{"rendered":"The Spoon Principle of Copywriting"},"content":{"rendered":"<p><!-- obsidian --><\/p>\n<figure id=\"attachment_377\" aria-describedby=\"caption-attachment-377\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-377\" src=\"https:\/\/richardwinser.com\/blog\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-07-at-9.34.21-PM-300x184.jpg\" alt=\"\" width=\"300\" height=\"184\" srcset=\"https:\/\/richardwinser.com\/blog\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-07-at-9.34.21-PM-300x184.jpg 300w, https:\/\/richardwinser.com\/blog\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-07-at-9.34.21-PM-1024x626.jpg 1024w, https:\/\/richardwinser.com\/blog\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-07-at-9.34.21-PM-768x470.jpg 768w, https:\/\/richardwinser.com\/blog\/wp-content\/uploads\/2026\/08\/Screenshot-2026-08-07-at-9.34.21-PM.jpg 1118w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-377\" class=\"wp-caption-text\">Screenshot<\/figcaption><\/figure>\n<p>An escape tool doesn\u2019t have to be impressive. It has to work. Same with copy. A plain sentence that moves the reader can outperform a clever sentence everyone admires.<\/p>\n<p><strong>Lesson:<\/strong> Judge copy by function, not ornament.<\/p>\n<p>RW<br \/>\n.<br \/>\n.<br \/>\n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An escape tool doesn\u2019t have to be impressive. It has to work. Same with copy. A plain sentence that moves the reader can outperform a clever sentence everyone admires. Lesson: Judge copy by function, not ornament. RW . . .<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4,15],"tags":[],"class_list":["post-376","post","type-post","status-publish","format-standard","hentry","category-copywriting","category-strategy"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/376","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/comments?post=376"}],"version-history":[{"count":1,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/376\/revisions"}],"predecessor-version":[{"id":378,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/376\/revisions\/378"}],"wp:attachment":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/media?parent=376"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/categories?post=376"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/tags?post=376"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}