Copywriting pareto version

All of copywriting can be summed up with the following useful mental model: Your copy should fall somewhere on the axis between Pleasure & Pain.

In other words, Are you trying to move away from Pain and towards Pleasure ? Are you focusing on maximizing pleasure? Or avoiding pain ?

For example, if you’re selling a course on personal finance, are you “getting people out of bad debt” ( pain ) or selling “the vacation home in the bahamas” ? ( pleasure ).