A recording engineer who worked with Frank Zappa and Barbra Streisand told me a story about a well-known 80s rock group.<\/p>\n
They had a big problem. Their drummer, a founding member, was notoriously bad at keeping steady time. They couldn\u2019t get rid of him, but studio costs were piling up because it was such a struggle to get him through a song without losing the beat. The record company was also applying pressure. Something had to be done.<\/p>\n
When the drummer took a day off, they recorded a drum machine playing his parts instead. He came in and they played him the drum machine powered version of the song. They held their breathe and waited for the inevitable blow up. Instead, he nodded and said \u201csounds good!\u201d and walked off.<\/p>\n
They couldn\u2019t simply say:<\/p>\n
\u201cYou can\u2019t keep time, so we replaced you with a machine.\u201d<\/p>\n
Copywriters make the same mistake when they force prospects to confront something humiliating before they can buy:<\/p>\n
You\u2019ve been doing everything wrong…<\/em> Now buying requires an ego injury.<\/p>\n Copywriting lesson: Give people a route to the conclusion that lets them keep their dignity.<\/p>\n RW A recording engineer who worked with Frank Zappa and Barbra Streisand told me a story about a well-known 80s rock group. They had a big problem. Their drummer, a founding member, was notoriously bad at keeping steady time. They couldn\u2019t get rid of him, but studio costs were piling up because it was such a […]<\/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":[8,4],"tags":[],"class_list":["post-535","post","type-post","status-publish","format-standard","hentry","category-buying-psychology","category-copywriting"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/535","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=535"}],"version-history":[{"count":1,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/535\/revisions"}],"predecessor-version":[{"id":536,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/535\/revisions\/536"}],"wp:attachment":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/media?parent=535"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/categories?post=535"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/tags?post=535"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nYou don\u2019t understand money…<\/em>
\nYour marketing sucks…<\/em><\/p>\n
\n.
\n.
\n.<\/p>\n","protected":false},"excerpt":{"rendered":"