“Amplify the Problem” is part of The Greatest Copywriter: Instruction and Inspiration from His Maximum Persuasion and Matchless Profit” (book is scheduled for publication at the end of 2017).
The heart is deceitful above all things, and desperately sick; who can understand it? “I the LORD search the heart and test the mind, to give every man according to his ways, according to the fruit of his deeds.”
What will make your audience respond to your copy? It’s only when they realize they have a significant need for it. The more they realize that, the more responsive they’ll be. That’s why great copywriting amplifies the main problem, showing its true nature and the sure consequences.
- Address the main problem people face
- Amplify that problem without exaggeration
- Show the undeniable consequences
- Make them feel desperate for an answer
Jesus said: “Those who are well have no need of a physician, but those who are sick. . . . For I came not to call the righteous, but sinners” (Matt. 9:12-13). Would you go to a doctor if you’re not sick? That would be absurd, right? However, what if a lethal disease was growing in your body and you weren’t aware of it? You think you’re fine, while death is quickly approaching.
Your thoughts about yourself are always way better than you truly are. You are far worse! While you may deny that, it doesn’t change the truth of it. Today’s verses clearly amplifies that: your heart is “deceitful above all things, and desperately sick.” Only God knows your true state. What if you had an X-ray or MRI and heard the doctor’s diagnosis and prognosis. Would you flat out reject his statements because you couldn’t read the results yourself?
God knows your heart better than you know it yourself. He clearly sees what you’re capable of. Instead of “desperately sick,” the King James Version states “desperately wicked.” As long as you deny your Creator’s diagnosis and prognosis, you’ll never respond to “His copy.” You’ll never flee to Jesus for salvation.
Wouldn’t it be greatly tragic, to say the least, when you have to look back and realize that your main problem, which you denied, had a real solution? The main message of the Bible is to address your main problem and offer you a gracious and glorious solution. Why not pursue that?
The Christian Copywriter
P.S. I’m doing a series on “The Greatest Copywriter.” With all respect, God is the greatest “Copywriter.” This series, I believe, will conclusively proof that. You’ll gain Instruction and Inspiration from His Maximum Persuasion and Matchless Profit. When you join, you’ll also get a FREE book: www.christian-copywriting.com/sign-up
P.P.S. don’t hesitate to contact me if you have a need for copy, content, or SEO, whether to write from start or for review and editing. Just click right here.