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's earliest ambition was to become a rockstar (his band once backed The Waves who went on to win the Eurovision Song Contest). Unfortunately he decided to start a business to support his rock star dream, and as luck would have it, the business took off big time and the rock star dream died. He was 23. By the time he reached 50, his total business count was 6. The last one was Accountz that went from zero to 36,000 customers in 6 years. He now runs ProofMEDIA who specialise in multimedia online content (written, image, video and audio) that wins 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 a Fellow of the Chartered Institute of Marketing.

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