Power up your copywriting with causality, a strong narrative and a healthy respect for cognitive dissonance.

Snack bars for copywriters.In my last post I wrote about the human obsession with causality, and how copywriters can use this weakness to their advantage.

Today we’ll move to the next stage and consider how causality is a building block of narrative.

I know…it all sounds weird. But keep reading and all will be explained. (And if you didn’t read the last post, you may want to read it now, before you continue with this one.)

Let’s work with an example.

Imagine you decide to invest in gold bullion.

Naturally, you are going to read all about the yellow metal, its ups and downs and the various forces at play that influence its price.

Then one day you read an article about price fixing, and about how gold prices are actually under the control of a shadowy force, comprised of international bankers and billionaire oligarchs.

Read the full post…