“Authority/Intensity” is part of The Greatest Copywriter: Instruction and Inspiration from His Maximum Persuasion and Matchless Profit” (book is scheduled for publication at the latter part of 2017).
But in these last days he has spoken to us by his Son, whom he appointed the heir of all things, through whom also he created the world.
The essence of copywriting is to take the reader by the hand and lead him purposefully along the way to a definite response. That’s done by slowly increasing the “heat”—adding authority and increasing intensity—so that there will be a definite “boil”—a favorable response.
- Whether short or long copy, take the reader by the hand and don’t let go
- Add authority
- Reinforce importance
- Increase intensity
- “Boil” it down to all or nothing—in or out
Progressive revelation means that God didn’t convey His word all at once. He took around 1600 years and employed about 40 different authors. Throughout the Old Testament everything was leading up to “the fullness of time” (Gal. 4:4)—Jesus’ birth. He is the focus and crescendo of God’s “copy”—everyone and everything points to Him.
After centuries of prophets and promises, God increased the importance and intensity of His message, being a matter of life and death. He brought in the greatest possible authority—the One “through whom also he created the world.”
Jesus confirmed and reinforced everything the Old Testament had stated and foretold. He said: “Do not think that I have come to abolish the Law or the Prophets; I have not come to abolish them but to fulfill them” (Matt. 5:17). Later on Paul wrote that the Law and the Prophets bear witness to Him (see Rom. 3:21). There was one message leading up to one fulfillment.
When Jesus came, God increased the intensity of His message. He also created a sharp dividing line: “Whoever has the Son has life; whoever does not have the Son of God does not have life” (1 John 5:12). You’re either in or you’re out. The call to action has been clearly stated … numerous times. What’s your response?
The Christian Copywriter