Yesterday, I wrote a post with the headline “Copywriter beware! You’re in for a scare!” 

In the P.S. of that post, I told you that if you could correctly guess what inspired this headline, I would share my top 3 favorite copywriting books from the last year.

Some of you guessed correctly … and were rewarded with my book list. 

But if you didn’t guess correctly, that’s okay. I’ll tell you now. 

The subject line was inspired by one of my all-time favorite media franchises from my childhood: 

Goosebumps.

As a kid in the 90s, Goosebumps was like electric brain candy for creative kids.

Every so often, my dad would take me and my siblings to Blockbuster video. I’d raid the shelves to find whatever Goosebumps movie I hadn’t seen yet, devouring it the second I got home.

But it wasn’t just the movies and TV series I fell in love with.

I also fell in love with the books. 

And specifically, one format of the book. Can you guess which one?

“Give Yourself Goosebumps.”

This was their “choose your own adventure” style of book, where you could spend hours choosing — and reading — different storylines with various spooky endings.

I distinctly remember spending countless hours holed up in the corner of my local library as a kid, tearing through the pages of this particular series. 

And now, as an adult, I wonder: What made this particular book so un-put-downable?

Besides the very obvious “entertainment” aspect of the “choose your own adventure” style book, I believe there was something else going on — psychologically — that made these books so addictive. 

And I believe you can use the same principle displayed in this children’s book to make a spooky level of profit with your copy.

I’ve tested this in the copy of dozens of affiliate offers, and while it isn’t a “smoking gun,” it has certainly increased my conversions in a few key markets.

Wanna know the secret? It’s simple, really. 

Don’t force your reader to do anything. Give them the freedom to choose. 

Of course, be clear about what you want them to do … just make sure you respect their intelligence. Readers need clear guidance but they’re not idiots.

And they definitely don’t want to be forced to do things.

This is an insight I first learned from John Bejakovic a few months back when he talked about his “BYAF” compliance method. It stands for “but you are free” (to choose).  

I’ve used this idea in the following way: 

Instead of trying to force the sale, I try to build a better sales argument that aggravates the largest pain … then simply give them the option to buy the relief from you. 

It can be as simple as the difference between “Buy right now” and “Buy if you need this now.”

Subtle. But effective. 

And if you feel you’d benefit from reading a daily email about copywriting, feel free to join my email list here. 

But if you don’t … well, that’s okay, too. 

David Patrick