This morning I was flicking through a copy of National Enquirer.

(This is not my normal behaviour I should add, but there’s a reason for it I’ll talk about later in the week.)

I got to the horoscopes and was startled to see this prediction:

Now, I shouldn’t be writing this email. I should be on holiday in Cornwall – 6 hours drive from here.

We had a “somewhat disappointing” experience with the accommodation we’d booked for the second half of the holiday. It wasn’t going to get better and so, in the end, we decided to cut our losses and come home.

So to say that the first line of this horoscope is surprising is an understatement.

And based on the last line, am I likely to have a pop at the lottery this week? Definitely.

There’s a lesson to be learned from this that you can use in your copy.

If you can tell your reader something that only they know about themselves, they’ll trust that you truly understand them.

Once that trust is established, they’ll follow you into all sorts of other conclusions, even if they’re not actually related to those first facts.

There’s no relationship between my holiday going belly-up and whether I’ll win the lottery this week, but I’m just following a path from something I know is true to something I hope is true.

Now, I’m not suggesting you use this to make false claims or mislead, just that you see the power of leading with a deep understanding of your customer.

Start with something they probably haven’t even told their friends and colleagues, and you can establish a level of trust way beyond that.

Keep an eye out for this in your copy this week.

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.


I’ll tell you why I have a copy of National Enquirer in my home on Wednesday.

c/o The Conversion Co., 2a The High Street, Thames Ditton, KT7 0RY, United Kingdom
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