Successful “Soulful” Copywriting Secrets from a Failed Blues Bass Player…

If you want to know a proven (and highly effective) way to inject so much emotion in your copy…

It'll leave your readers with their hands shaking to hit that buy button…

Then this little article will show you how.

Here’s the story:

The other day I sat down, and picked up my bass for the first time in years…

And the darnedest thing happened.

My two little boys tip-toed down the stairs to see what I was up to, and when they say the dusty old bass guitar in my hands…

They asked me to play them a song.

So I did.

But it didn't go quite like I planned.

And it wasn’t because the strings were slightly out of tune, or my achy old arthritic mechanic hands made more sounds than the strings, but… 

It was because I wanted to warm up my hands, so I played them a simple Blink 182 song…

And they were not impressed.

Apparently it didn't have a “good enough” beat for them.

Which is no surprise, since most songs with broad appeal (like most Blink 182 songs) when you lift the hood on them…

Have very little to no substance behind them.

Which is no different than the way most people go about writing their copy at first.

And that’s because…

Most people when they first start writing copy, they're looking for validation, likes, and comments.

But the thing is…

When you go for a broad appeal by trying to write to everyone, you write for to one.

There is no one person who will kick back, read what you have to say…

And feel like it's “written for them.”

Which I realized rather quickly when I went to play the next song for my boys.

That's because…

I played them some Counting Crows.

The bass line had more rhythm, more depth, and most of all…

It had some punch.

It gets you in the gut. You feel it.

And it makes you move.

Now the reason for this is, the bass line has what's called “ghost notes”.

Now, what are ghost notes?

Well, ghost notes are the absence of a note where you “feel” there should be one…

But instead the bass player does a simple percussive tap on the strings…

And this allows the listener to fill in the “gaps” with their emotions, allowing them to get that get up and move feeling.

Which is no different than what happens when you write your copy in an active voice.

You get all the words that don't need to be there out.

The Copy has more punch. It has more of a feel.

It creates a visceral emotional response in the reader…

And compelling them to act.

But, there was something truly magical that happened when I stopped playing the Counting Crows and started to play…

Some Red Hot Chili Peppers…

And my boys went wild.

That's because of the punchy, percussive, slap bass I started to play.

Now, the reason slap bass gets people to move is because it takes hold of the whole song.

It ties everything together. It keeps things moving.

And it makes almost any song impossible to ignore.

And this is no different than when you use more active verbs in your copy.

It makes the copy feel like it's moving the reader along…

Rather than dragging them along.

And gets them in the feels. It makes them vibrate.

And it glues their eyes to your reading.

Which is what your copy is supposed to do in the first place.

So, the next time you sit down to write your copy, remember:

• Write to one person. Not everyone.

• Write in an active voice. Not passive.

• Use active verbs. Not adverbs.

Do that, and your copy will perform a whole lot better.

… and you might even make a fair amount of scratch while you're at it, too 💰🤑💸 

Till next week…

Happy sending,

Pete

P.S. If you would like a FREE copy of  my almost secret em@il copy checklist I’ve used for years to ensure I never write a “dud” for me, or my clients, and almost always write a winner… then you should head right over here.