Copywriters – those who write the words that sell products and services – are always looking for new “secrets”.

We always want to know the latest techniques, the latest nuances that can give our copy that extra edge of persuasion.

After all, as a copywriter, one's objective is to get people to do what we are asking them to do. It may be changing their mind about a subject, it may be considering a new idea, or it may be buying a product or service.

Copywriters tend to be suckers for gimmicks. We love to read about hypnotic language patterns, NLP copywriting techniques, or the “secret combinations” of words that will unlock the keys to the prospect's heart and mind.

I propose to you that this is misguided.

The oldest, and most effective copyrighting secret is one that is so simple, we overlook it. We get so focused on talking about ourselves, our products, our companies, the structure of our offer, that we forget the one person whose opinion really matters: the reader.

The fastest, easiest, best, most ethical way to influence the reader is by knowing what is already influencing them. Once you understand that, the words you need to say become obvious.