A writer messaged me the other day in frustration because they were told their copy was “flat.”
And they were stumped about how to fix it.
I told them not to panic—all they had to do was to add more “dimension” to their presentation of the problem, the solution, and the benefits.
Which makes the copy more understandable, more interesting, more impactful, and more compelling.
How do you add dimension?
Say you’re talking about arthritis because you’re writing for a remedy that relieves the pain.
One dimension is pain. It hurts. Ouch.
But what are other dimensions of the problem?
You can talk about how having the pain makes you unable to do the things you love.
How it’s embarrassing to say you can’t participate in things sometimes.
How it can make you feel old before your time—and it can even cause you to lose your treasured independence.
How it can make you frustrated because you can’t be the man (or woman) you want to be.
You can talk about not having the confidence you used to have.
Just keep asking: “and that means…” Like this…
You have pain.
And that means… you can’t do all the things you want to do.
And that means you don’t participate in and enjoy life as much.
And that means you may feel embarrassed and frustrated.
And that means you may feel old and useless.
Of course, it can get a bit absurd if taken too far.
But it can also lead you to very interesting and very important new dimensions.
It works for benefits in exactly the same way…
The product relieves the pain.
And that means… you’ll be able to do the things you want to do.
And that means… you’ll participate in and enjoy life more.
And that means you can be the loving partner and grandparent you desire and deserve to be.
And so on.
Another dimension is to show the problem, the solution or the benefit through other people’s eyes.
For example: Others will see you differently. They will be amazed at the new you and maybe ask if you’re getting more sleep these days. Will you tell them your secret?
There are plenty of other ways to add dimension to your copy by expressing benefits in different ways to make them more impactful.
For example, percentages can be a little “flat” and lack impact on their own.
Like: “20% off.” It doesn’t really capture the imagination.
So help the reader or viewer out with some context. Like this…
20% off means that instead of spending five dollars, you get to put one of those dollars back in your pocket.
Or… It means that you’re actually getting one bottle free out of every five.
Look, 99 out of 100 writers way under-use the power of dimension.
That means you have a chance to really stand out by being in the elite 1% who use the power of dimension to the fullest. (See what I did there?)
So stop settling for flat, one-dimensional copy.
Bring your copy to life in glorious 3-D.
P.S. Tip of the hat to Jay Abraham, who opened my eyes to the power of what he calls “dimensionalization” all those years ago.
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