"Svet Schwartznegger" would never polish the silverware on the Titanic
I recently came across what, to the untrained eye, appears to be conflicting copywriting advice on the timeline from two accounts that you should really be following if you aren't already.
The first?
Svet Dimitrov (@TheCopyTitan), who blessed the lowbies with this technical gem:
Pro Copywriting Tip: Remove the word "learn" from your copy.
Learning implies effort.
We associate it with struggling.
Instead, use words like "discover", "uncover", or "develop".
They create intrigue and excitement - making the process feel like less work.
It's a small tweak, but it makes your copy punchier.
The second comes from what is quickly becoming a new favourite follow of mine, Eugene Schwartznegger (@stronger_ads)...
Copywriters chasing "psychological hacks" instead of the basics...
Like Big Ideas, killer headlines, and strong benefits...
Are like the guy in the gym using a shake weight on a bosu ball because he thinks he's "too advanced" for squats.
The best exercises never change. You just get better at them.
Until you can write an 8/10 headline and lead, nothing else matters.
So, you might now be scratching your head, wondering who the hell is right.
And the answer is they both are.
But for most, ol' Eugene Schwartznegger (name gets me every time) is more right.
Here's why:
There are very few situations where choosing the word "discover" instead of "learn" will make or break a sale. Brutal honesty - most copy isn't at the level where this is the lever you need to pull.
Svet's tip is high-level. It's for the Usain Bolts of the copywriting world, who are honing their craft to shave that last few tenths of a second off an already incredible time.
Combine the two, though? It's game over.
If you'd like to receive personalised copywriting advice for your emails, your offer, you name it, from a Svet Schwartznegger style hybrid?
Here's the link:
James Perkins
