People are messy contradictions.
I hinted at this recently when I said that people want to feel both unique AND part of a group. But that’s not the only contradiction.
They are naturally drawn to those whose lives are together but they hate people who are too perfect.
They are sick of things that are old and want something new, yet don’t like anything new.
They want to be told what to do yet don’t want to be told what to do.
They want to totally go all-in on something but don’t want to put all their eggs in a
The list goes on and on.
The challenge of the copywriter is this: understand the messy contradictions and write to appease all of them.
No problem, right?
(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)