you're dealing with real people that have real tangible desires real outcomes that they want outcomes that are experienced in the real world not conceptual things but outcomes that are experienced in the real world things happen things move from one place to another things come off from one part of the body to another things happen in in business right real things when you're talking about benefit statements talk about those real things don't talk in concept don't talk in vague generalities talk about real world things that I can I get I I can see that in my
mind's eye I can picture that right like I can film that I can't film right you let's say your list being more responsive right there's no like I could potentially film uh um you know the majority of your list opening the email the majority like like clicks coming in a like that I can fil I can't film this idea of your list being more responsive right see that's not that's not dimensional there's no there's nothing that right you you you could say that's a description of what is happening in the real world it's kind of
like you know Damen is super creative movie guy you know screenwriting in the in the background it's the the idea of show don't tell don't describe right like in movies like you're going to show if you want you somebody's angry you're not going to merely just say this person's they were Ang you're going to show you're going to demonstrate there's action there's something that is happening in the real world in the physical world something that's dimensional something that is tangible that's what I want you to describe to your people make it real bring it home
this is why right Clayton God Rest his soul Clayton when he talked about he said average copywriters talk about functional benefits the high level The Superficial right like benefits he said the a players talk about the dimensionalized benefits and the emotional benefits the dimensionalized are a real world example of the benefit occurring right not right not you'll be a better Trader that that is conceptual what is being a better what will I experience what what what right what what what's going to happen that's going to impact my senses what am I going to see what
am I going to hear what am I going to feel what am I going to smell right that right that you just described that I'll be a better Trader but now now show me what that actually looks like in the real world don't describe it to me don't describe this concept of it what does that actually mean what am I going to experience that's what you want to focus on not these vague General benefit statements
