“Address Pain and Struggles” 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).
Come to me, all who labor and are heavy laden, and I will give you rest. Take my yoke upon you, and learn from me, for I am gentle and lowly in heart, and you will find rest for your souls. For my yoke is easy, and my burden is light.
Copywriting takes a question and provides a clear, specific answer. It takes a need and offers the appropriate relief. It addresses pain and struggles and gives genuine hope and comfort. And, it gives a strong and detailed call to action.
- Address real issues and problems
- Provide clear and true answers
- Offer genuine hope
- Give detailed instructions
- Highlight the benefits
- Give reasons to respond
- State a strong call to action
Jesus looked at the crowd and had compassion on them, “because they were like sheep without a shepherd” (Mark 6:34). We’ve been created to have rest, peace, and joy in God’s presence. The famous psalm states: “The LORD is my shepherd; I shall not want. He makes me lie down in green pastures. He leads me beside still waters.” It ends with: “Surely goodness and mercy shall follow me all the days of my life, and I shall dwell in the house of the LORD forever” (Ps. 23:1-2, 6).
We, however, have turned away from Him: “All we like sheep have gone astray; we have turned—every one—to his own way” (Isa. 53:6). As a result, we’ve lost true rest, peace, and joy. Augustine said: “Thou hast made us for thyself, O Lord, and our heart is restless until it finds its rest in thee.”
Jesus came to restore us to God; He came to bring peace and provide rest for our weary soul. He addressed our greatest need—a weary, sin-sick soul—and provided the truest answer—Himself. When we respond to His call to action, we’ll find rest for our souls. If we reject His call, there’ll be only continual dissatisfaction and frustration, not just throughout our lives, but also throughout eternity.
The Christian Copywriter