[admagic]

Heres how it works....

Your mind tries to make rapid sense of what it reads.
You want to avoid detail - unless it is needed to make sense of
what it percieves is a CONCLUSION

So it looks at the mass construction of copy..before the micro detail...

That is why subheads are vital!

you read subheads first and they are vital since your mind can get to a conclusion quickly

So then here is the problem....

for reading conclusion not detail

If you write

"You can either

do this if you want the best value
P1
P2
P3

Or this if you want luxury!

P4
P5
P6

You wont even read P4-P6 if what you want is value...and you may even
discount all of them as being worthless...

so the problem is conjunctions

the word BUT is just such a mass conjunction - and worse it is an override..,that your mind sees as more important than any detail


If you write

"This is great
it is A
it is B
it is C
it D

but it is also E"

your mind treats the BUT as a conclusion and override- so it then not only discounts
the value of A, B, C from their true worth - even worse it can completely negate them....so it can start assuming

because it is E it CANT be B,C,or D any more

For that reason NEVER use the word BUT

Copywriters often use a "fatal flaw" for credibility.

They will give one DISADVANTAGE and in doing so the mind then treats the article as
an object REVIEW not a pitch ...which reinforces all the positives and ou are more
likely to accept it ias true.

However you should NEVER use the word BUT to do this because it overrides
So instead of

it can A
it can B
it can C

But it cant do D


You should say...
it can A!
it can B
it can even C

Just one thing.... I would like you to be aware
Sadly it cant do D

that actually reinforces the credibility of A, B, C where the word *but* either discounts overrides or even negates

And it is all because your mind is lazy

And you wont even know it is happening

It wants conclusions quickly, so it doesnt read what is ACTUALLY there

it reads what it thinks is your overall conclusion and uses BUT as an override

You can also use this positively

For sure the focus is a great car
it is fast
it is sleek
it is luxury on wheels
But mov over focus, your day is done - here is the new astra instead......
5 cylinders of high energy precision ... etc etc

Your mind will asssume without ever being told
the astra is faster, sleeker and more luxury....or those dont matter now.
That is the effect of BUT used DEVIOUSLY

[Alvin]

Many thanks for the algebra lesson.

Is it best to use Birds Eye P's or Tesco's.?

I think I's Got it.

For sure the focus is a great car
it is fast
it is sleek
it is luxury on wheels
But mov over focus, your day is done - here is the new astra instead......
5 cylinders of high energy precision ...

BUT it ain't got no engine.?

[admagic]

What I wrote is an attempt at explaining why......

in a way, why doesnt matter.....

The fact is exhaustive testing has shown that the word BUT unless used very carefully really does knacker conversion .....

Strange thing is, Ive heard it both on video courses, and in one or two top copywriters presentattions....Ive never seen it said in any of the books. and Ive read most of them quite a few times over.

I may be wrong. it may be there somewhere...

[admagic]

Miserable sods you all are.

If nothing else it is fascinating story - it is also an important idea....

but not a single thank you....

I give up.

[SBP]

Strange thing is, Ive heard it both on video courses, and in one or two top copywriters presentattions BUT Ive never seen it said in any of the books.

What word would you use instead ?

"however" ?
"although" ?

[admagic]

Originally Posted by SBP

Strange thing is, Ive heard it both on video courses, and in one or two top copywriters presentattions BUT Ive never seen it said in any of the books.

What word would you use instead ?

"however" ?
"although" ?

Neither. Avoid mass construction words, UNLESS you want to deliberately negate or devalue what you have already said....

Use AND where you can, or something like "just one thing.." if all you want to do is identify a single negative.

[Calibre Designs]

That is interesting Admagic. Need to digest those thoughts before I can fully appreciate it.

Thanks

[admagic]

Originally Posted by Alvin

Many thanks for the algebra lesson.

Is it best to use Birds Eye P's or Tesco's.?

I think I's Got it.

For sure the focus is a great car
it is fast
it is sleek
it is luxury on wheels
But mov over focus, your day is done - here is the new astra instead......
5 cylinders of high energy precision ...

BUT it ain't got no engine.?

You see class??? I have a star student!!!!


Hes keen
Hes fast
Hes the best SEOer I ever did meet
I wouldnt pick anyone else
BUT he dont not seem to have got a brain......:001_s mile:

[SBP]

Originally Posted by admagic

You see class??? I have a star student!!!!


Hes keen
Hes fast
Hes the best SEOer I ever did meet
I wouldnt pick anyone else
BUT he dont not seem to have got a brain......:001_s mile:

So the BUT here rejects all the positives above

[Alvin]

Originally Posted by admagic

Miserable sods you all are.

If nothing else it is fascinating story - it is also an important idea....

but not a single thank you....

I give up.

Oh thank you mighty wizard of words,orator supreme,master marketeer,Oh great Lord of Spin.

But what do I do now,?

The human condition is like the UK weather,mainly miserable with a few bright spells.

Alvin