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How an investment strategy can help you write better copy

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It’s called core and satellite.

I stumbled on the concept as I’m writing copy for a client in the financial services / platforms industry and I think it can be a powerful way to write copy too.

Core-satellite investing is a popular investment strategy that combines two different approaches to investing:

  • The core part of the strategy involves investing in a diversified portfolio of assets that are expected to provide stable returns over the long term.
  • The satellite part involves investing in higher-risk, higher-reward opportunities that complement the core investments.

The core investments provide stability and diversification, while the satellite offer potential for higher returns.

It’s a great way to manage risk.

And I believe writing copy is risky. Even when you do all the research.

What we’re doing when we write conversion copy is making informed decisions. But we’re never 100% in control of what can happen after that.

Market changes, a new competitor pops up, recessions, bad luck etc.

So one way to mitigate this risk can be to adopt the core-satellite strategy to your copy.

In other words, follow your research and stick with the fundamentals of psychology and decision-making for the the most part…

But also be a bit bolder and try new things.

70%-80% of your copy should be conservative and address the pain points, objections, fears and desires of your audience.

The remaining could “risk” being a bit more out there.

Vary your voice, vocabulary and tone…

Say things “louder”…

Address pains and desires that a minority of people mentioned…

Shock readers when they least expect it…

Stray from the path a bit more.

The satellites you deploy will jolt your readers and keep them engaged.

Or, worst case filter them out, which is still good.

Quote and reflection of the day:

“There was that lesson again, which I would strive to remember always and in all situations: Don’t be cocky. Don’t make assumptions going into a challenge—ever. No matter what you know, or think you know, put your ego in check, and keep your eyes open to what you can learn.”

  • Brandon Webb, John David Mann, The Red Circle

Confidence requires you to balance knowing what you know and what you don’t know. Drifting far away into either means you’re getting cocky or insecure. Keep an open mind and check in with yourself to be present at the intersection of the two.

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