There’s something the best copy has.
That average copy doesn’t.
You know it when you read it. In fact it’s the only thing that makes you read on.
Does the copy make you feel something? If so that’s charm and clever use of emotion by the copywriter.
It’s pretty rare that you find it. But when you do you’ll notice right away.
After all whenever you are selling you are selling one person to another person. Even if it’s online. Your message is red by one person at a time.
Have you come across any examples of charm in copy recently? If so I’d love you to share them so we can all learn from them.