In the copywriting class I’m currently teaching (the now-closed Copywriting Academy), one question has come up several times during our Q&A sessions. The question is posed a little differently each time, but is accurately summarized this way: “Is it morally wrong to sell based on fear as a motivation?”
This question comes up because part of the framework I use to teach copywriting involves the Principle of Amplification. In this section of the training, I teach that once we have identified the problem we are solving for our customer (with our product or service), we must then Amplify the consequences of not solving the problem. We are, in effect, helping the customer to understand the cost of not buying our solution. All of this proceeds from the assumption that your product or service actually does solve a problem, and that not solving the problem actually does involve a cost.
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It seems like that’s the kind of spectacle the media would give us, if they could.
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Then let me know what you think.
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