This post is part of The Greatest Copywriter: Instruction and Inspiration from His Maximum Persuasion and Matchless Profit.
Come, everyone who thirsts, come to the waters; and he who has no money, come, buy and eat! Come, buy wine and milk without money and without price.
Copywriting has many elements and principles. Great copy employs as many as possible in order to persuade the reader to respond properly. It does so without any excess. Whether it’s short or long copy, there are no superfluous words—words that do not aim at the one goal.
- Target a specific audience
- Identify the need, problem, struggle
- State the solution
- Tell people what to do
- Repeat the offer
- Clearly state it’s FREE
- Know your audience
- Anticipate and remove objections
God addressed a specific audience: “Everyone who thirsts.” That’s actually all of us. He created us with an insatiable desire to be satisfied—with a void only He can fill.
He stated the only solution: “Come to the waters”—a reference to Himself. In Jeremiah He said: “For my people have committed two evils: they have forsaken me, the fountain of living waters, and hewed out cisterns for themselves, broken cisterns that can hold no water” (Jer. 2:13). He also repeated the solution with different words: “Buy wine and milk . . .”
There’s definite call to action on what to do and He repeated it four times—Come! Since He freely offers Himself to us, He made that very clear—“without money and without price.” Since He knows us intimately, He knows what kind of objections we raise and removes them.
That’s why every other religion and sect demands something from us in order to gain bliss. God, however, offers Himself fully and freely through Jesus. There’s nothing we have to do except come, receive, and enjoy. He is a master “Copywriter”—all in just twenty-eight words.
The Christian Copywriter
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