Today we’re going to talk about two words that can change your writing forever. Not just your copywriting, but especially your copywriting. One word is a first-grade word and the second word is a fourth-grade word, according to people who seem to know about those things. The words are “but” – with one ‘t’ – and “therefore.” Why are these words so important and who, besides us, says so? It’s because these words can take a boring string of sentences and make them interesting. They can add conflict, and consequences, to a story with as few as three sentences. We’ll show you why and how, and how this is true from stories around the world, in a little bit. The key thing to know now is that the creators of the cartoon show South Park, Trey Parker and Matt Stone, have been flying around the country explaining how these two words make the difference between boring and a really good story. I saw a one-minute video on TwitterX of these two talking to some students at New York University, and I instantly realized, this is something for Copywriters Podcast. Because what they are teaching, which we will get to in a moment, not only applies to stories, but also to many other parts of copy. Therefore, we’ll be talking about these two words today. See what I did there? Resource: The Persuasion Story Code http://shorturl.at/pzAEQ
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