Most copywriters make this mistake and fall into this trap when writing copy.

And because it seems like the right or normal thing to do, they usually don't see anything wrong with it.

But this mistake is probably the reason why their copy doesn't "fly" so well.

And I'll explain what this mistake is in a little bit.

But first let me get something very clear to you.

There is a lot of advice out there on social media platforms like Twitter from so-called experts in copywriting.

And they will give you a lot of tips and tricks and strategies to use when writing copy.

And sure, some of them are authentic.

But many times, they are BS from people who are just trying (too hard sometimes) to position themselves as an authority.

And you won't know the truth until you test it out.

Which is the point I want to hammer home.

Whatever you learn or hear from any "coach" online,

Make sure to test it out.

You may write a copy and someone will say...

"It's not punchy enough"

"It's too generic"

"It won't convert"

Yada yada.

And yeah they may be right.

But don't just take their word for it.

If you can, test it out and see what happens.

You may be disappointed to find out that they were right.

And maybe lose some money and time in the process.

Or heck you may be shocked to find out that they were absolutely wrong...

And the copy will end up doing better than you ever imagined.

P.S. I am not saying you should ignore the basics of the skill.

But one thing is sure.

You will learn a lot of invaluable lessons from the experience.

And that is the best way to learn.

Learning by doing.

Bottomline, take every advice you get on the online space with a pinch of salt.

Even this one too.

Sho get?

Good.

Meanwhile let's go back to the mistake most copywriters make...

As you know, your target audience has a number of desires and pain points.

And many times you will feel the need to just list each of them one after the other...

And start talking about them and making promises about them.

Don't fall for it .

It's a trap.

Because you are only going to end up confusing your reader.

And a confused person doesn't buy anything.

Or you may even trigger them by pushing too many emotional buttons.

And you don't want that.

Instead ask yourself...

What is the biggest pain my reader is currently experiencing?

What is her biggest desire at the moment?

How does my product ease her pain or solve her problem?

Think about these questions very well and do your research.

Make sure you have the correct answer to them.

Most likely, you will find just one answer.

And that is what you use to form your Emotionally Compelling Primary Promise.

Or as Andy Mukolo calls it, E.C.C.P.

Sure your prospect has other desires.

But this desire is the biggest and most important to her.

And if you can make a promise that speaks to/addresses this problem and directly ties in with a POWERFUL emotion,

Then you've got a killer copy on your hands.

Of course you can sprinkle the other desires in some places in your copy.

But make sure you have just one Big Emotionally Compelling Primary Promise that ties into a powerful emotion...

That you wrap your entire marketing message around.

And it can be any one of these 12 emotional hot buttons...

• Fear
• Guilt
• Greed
• Survival instinct
• Anger
• Salvation
• Lust
• Hope
• Vanity
• Ego
• Revenge (or getting back at someone or proving them wrong)
• Adventure

Got it?

Good.

I hope you got a nugget or two from this mail.

Cause that's all I've got for you today.

Enjoy your Sunday.

Daniel.