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Monday 19 October 2026 16:51:34 GMT
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Sometimes your copy can convince a buyer and still lose the sale. Imagine you're five years old. You want to turn the kitchen chairs into a spaceship. You tell Dad about the rocket engines, the control panel, and how the dog becomes an alien. Dad laughs: “Sounds great. But Mom needs those chairs for dinner.” So Dad tells Mom: “He wants to build a spaceship in the kitchen.” “Absolutely not.” You've convinced Dad. But Dad has accidentally made your idea sound like a furniture emergency. So you try again. “Tell Mom I'll put every chair back before dinner. And I won't use tape.” Dad repeats that. Mom says, “Before dinner. And no tape.” Good copy gives someone something they can say to somebody else. Especially in B2B. Your prospect might love the offer. But if they can't explain it to their boss, partner or finance department, the sale dies. I call this the Second-Mouth Test Hunt. “Downloadable approval logs.” Becomes: “If legal asks who signed off, you can show them.” Or look at Federal Express: “When it absolutely, positively has to be there overnight.” Find a line in your draft that makes the buyer nod. Then ask: What would happen if they needed to use this ad to convince their boss? What will that person worry about? Rewrite the line as something your potential buyer could actually say. If the reason to buy disappears, it isn't ready. If an important condition disappears, fix the line rather than hiding the condition. Dad didn't need another description of the spaceship. He needed a sentence about the chairs. This is one of the hunts in my Copy Hunter course. https://copyhunter.co https://lnkd.in/gnvWV8bF
Sometimes your copy can convince a buyer and still lose the sale. Imagine you're five years old. You want to turn the kitchen chairs into a spaceship. You tell Dad about the rocket engines, the control panel, and how the dog becomes an alien. Dad laughs: “Sounds great. But Mom needs those chairs for dinner.” So Dad tells Mom: “He wants to build a spaceship in the kitchen.” “Absolutely not.” You've convinced Dad. But Dad has accidentally made your idea sound like a furniture emergency. So you try again. “Tell Mom I'll put every chair back before dinner. And I won't use tape.” Dad repeats that. Mom says, “Before dinner. And no tape.” Good copy gives someone something they can say to somebody else. Especially in B2B. Your prospect might love the offer. But if they can't explain it to their boss, partner or finance department, the sale dies. I call this the Second-Mouth Test Hunt. “Downloadable approval logs.” Becomes: “If legal asks who signed off, you can show them.” Or look at Federal Express: “When it absolutely, positively has to be there overnight.” Find a line in your draft that makes the buyer nod. Then ask: What would happen if they needed to use this ad to convince their boss? What will that person worry about? Rewrite the line as something your potential buyer could actually say. If the reason to buy disappears, it isn't ready. If an important condition disappears, fix the line rather than hiding the condition. Dad didn't need another description of the spaceship. He needed a sentence about the chairs. This is one of the hunts in my Copy Hunter course. https://copyhunter.co https://lnkd.in/gnvWV8bF

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