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Eric Siu breaks down three questions that separate great copy from the rest: Can you visualize it? Can you falsify it? Can nobody else say this? He uses Apple's iPod "1,000 songs in your pocket" as the example of copy that nails all three.
Eric Siu breaks down three questions that separate great copy from the rest: Can you visualize it? Can you falsify it? Can nobody else say this? He uses Apple's iPod "1,000 songs in your pocket" as the example of copy that nails all three.
So these are the 3 questions that make copywriting instantly work. Number 1, can I visualize it? Right? Number 2, can I falsify it? So can you disprove it? Like, can you cause some tension in there? Right? Number 3, can nobody else say this? So let me give you an example. So when Apple first came out with the iPod, the ad, do you remember that ad where it was like a silhouette dancing? The headline was 1,000 songs in your pocket. Remember that? Yeah. So can you visualize that? Yeah. Yeah. It's in your pocket, right? That there's 1,000 songs in there. Can you falsify it? Can you say like, oh, that maybe that's not true? I guess you can say that, right? Because again, you want there to be some tension because if there's no tension, it's like a A story with no tension is boring, right? Can nobody else say this? That part's actually debatable because at the time when the iPod came out, I had other MP3 players that had like way more songs. At least the visualized piece stands out to me. And we've never thought about copywriting like that. At least I haven't. Like, if I were to stick with one question here, it's like the visualization. If you're going to write something, can other people visualize it? Because if they can't, then it's harder. Like, you know what I mean? Yeah.
