Skip to content

The Matrix is one of my all time favorite movies.

The concept is so life changing, I think it inspired my move into copywriting and into the whole “online business lifestyle”.

There are a lot of great scenes, but the one where Morpheus introduces the idea of the Matrix to Neo, the main character, stands out.

One line in particular:

“I can only show you the door neo, you’re the one who has to walk through it”

Why do I think it’s important for you fellow business owner or copywriter?

It’s because that’s how you deal with your visitors.

You show them the path, the door into working with you. Then it’s up to them to walk through it.

So it’s all about setting expectations, matching what they’re thinking when they land on your site, clarifying any doubts and addressing their objections.

That’s the path.

It’s the same thing with attraction and dating (and I made many mistakes here).

You can’t really move someone into liking you and dating you.

Attraction is not a choice.

You can only show up as your true self, and see whether you’re both right for each other or not.

The sooner you accept this, the better.

You’re meeting your website visitors and letting them choose either the blue or the red pill.

This is basically what you’re telling your visitors anytime they land on your site:

“You take the blue pill, the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill, you stay in wonderland, and I show you how deep the rabbit hole goes.”

The ultimate decision is theirs to make.

Never forget that.

Luckily there are some things you can control to make sure you’re doing your best to persuade people.

If you need help figuring that out, get in touch.

brain dump?

Every week I write about what I’m learning at my copywriting/UX desk ,with fun, insightful and quirky stories.

Let’s nerd about decision making, persuasion, habits, and conversion optimization.