The Strongest Copywriting Anchor On The Planet fairness meter

The Strongest Copywriting Anchor On The Planet

When it comes to copywriting, fairness is a type of anchor that just happens to be the most emotional trigger on the planet. For example, “it’s not fair” is the most common dialogue between siblings. And they shout it not just at each other, but to whoever happens to be in earshot.

It makes sense then to study fairness and see how it can be weaved into sales copy. For example, is it fair that someone else should be making all that money/owning that brand new car/ having that wonderful relationship/enjoying a peaceful retirement when you (and by that I mean the people you write for) are not?

When combined with a story of injustice, fairness moves people directly into the zone. They quickly pick sides. And that means trust. Positioning a business on the right side of any injustice situation does more than win friends. It influences them too.

That is how some of the best copy in the world works. When you win people over by fighting injustice, everyone wins.

Learn more about writing over on my Facebook group – Science of Copywriting:

Quentin Pain

Quentin Pain has started 6 businesses during his long career. The last one was which he took from zero to 36,000 customers in 6 years (second largest seller of boxed accounting software in the UK). He now runs ProofMEDIA, a professional proofreading and copywriting firm specialising in online content funnels to win trust, engagement and long term sales. Quentin is also a published author including a Dummies title, and has won many awards including the IAB Small Business Mentor of the Year. He is also the founder of the International Copywriters Association helping copywriters worldwide.

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