up:: Copywriting
author:: George Ten
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The Copythinking Triangle

We don't want to compete. Find a gold mine where you can start digging gold alone.

Try to find a gap in the first of:

1. Your product / you
2. Your market / audience
3. The competitors

Preferably your product, or a bandwagon of your audience, or artificially create a gap by doing something different from the competitors.

Double-Take Research

The first level of research is finding this goldmine.
Second level is market research, by looking at (mostly indirect) competitors.

Arrow with a name on it

Don't fight directly, because the enemy is already familiar with those tactics.

Choose your battlefield on two levels:

1. Sophistication levels (most marketing is at highest levels)
2. Awareness levels: unaware vs problem aware vs solution aware

When you have this down, writing copy becomes easy because it's so precise.

Bending Reality

Bend the unlimited details of any product so it becomes the perfect named arrow.