[[CWB]] Finding Clarity in Chaos (Episode 177)

Discover how ancient wisdom can supercharge your copy…  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ​ By Mike Giannulis Hey ! Mike G. here, coming at you with another mind-bending edition of the Copywriter Brain Newsletter. Today, we’re taking a little detour from our usual fare to explore something you might not expect in a copywriting newsletter: Zen philosophy. Now, before you roll your eyes and think I’ve gone off the deep end, hear me out. There’s a surprising amount of overlap between the principles of Zen and the art of crafting killer copy. So, grab your favorite beverage, take a deep breath, and let’s dive into the Zen of Copywriting. - Simplicity is Key In Zen, there’s a concept called “wabi-sabi” which celebrates simplicity and imperfection. In copywriting, we often get caught up trying to make things perfect, using fancy words and complex sentences. But here’s the kicker - sometimes the most powerful copy is the simplest. Think about it. Some of the most memorable taglines are incredibly simple: - “Just Do It” (Nike) - “Think Different” (Apple) - “I’m Lovin’ It” (McDonald’s) These aren’t complicated. They’re not trying to impress anyone with big words. They’re simple, direct, and powerful. Next time you’re writing, try channeling that Zen simplicity. Strip away the fluff and get to the core message. - Be Present in the Moment Zen teaches mindfulness - being fully present in the current moment. As copywriters, we can apply this principle by really immersing ourselves in our audience’s world. Instead of thinking about what we want to say, we need to be present with what our readers are experiencing right now. Try this exercise: Before you start writing, spend 5 minutes in silence, imagining you are your ideal customer. What are they feeling? What are their frustrations? Their desires? By being present in their world, your copy will naturally speak to them more authentically. - Embrace the Void In Zen gardens, empty space (called “ma”) is just as important as the objects within it. In copywriting, we can use this principle to our advantage. Sometimes, what you don’t say is just as powerful as what you do say. Look at your copy and ask: Where can I create some “ma”? Maybe it’s a dramatic line break. Or a single-sentence paragraph for emphasis. Or even just… …a moment of pause. Use the void to let your most important points breathe and sink in. - Accept Impermanence Zen teaches that everything is constantly changing. In the world of copywriting and marketing, this couldn’t be more true. What worked yesterday might not work tomorrow. The perfect headline you wrote last week might fall flat next month. Instead of getting frustrated by this, embrace it. Be willing to adapt, test, and change your copy constantly. This mindset will keep your writing fresh and effective. - Practice Non-Attachment This might be the toughest one for us creative types, but it’s crucial. In Zen, practitioners strive to let go of attachments, including attachment to outcomes or specific ideas. As copywriters, we often get married to our clever phrases or brilliant concepts. But sometimes, we need to let them go for the greater good of the message. If something isn’t working, no matter how much you love it, be willing to cut it loose. - Find Your “Koan” In Zen, a koan is a paradoxical question used to provoke “great doubt” and test a student’s progress. As copywriters, we can use this concept to create intrigue and curiosity in our headlines. For example: “How a ‘Useless’ Rock Made Me a Millionaire” and “Why Losing All My Customers Was the Best Thing for My Business” These “koan-like” headlines create that sense of doubt and curiosity that makes readers want to learn more. - Cultivate “Beginner’s Mind” Zen emphasizes approaching each moment with a fresh perspective, as if you’re seeing it for the first time. This “beginner’s mind” can be a powerful tool for copywriters. Next time you sit down to write, pretend you know nothing about your product or service. What questions would you ask? What would surprise or delight you? This fresh perspective can lead to breakthrough insights and copy that truly connects with newcomers to your brand. Final Thoughts Now, I’m not saying you need to start meditating for hours or shave your head to become a better copywriter (although hey, if that works for you, go for it). But by incorporating some of these Zen principles into your writing process, you might just find a new level of clarity and effectiveness in your copy. Remember, at its core, great copywriting is about connecting deeply with another human being. And isn’t that what Zen is all about too? Until next time, may your words flow like a gentle stream and your conversions be as numerous as cherry blossoms in spring. Peace out, Mike Giannulis P.S. If you’re digging these unconventional copywriting insights, you’ll love what I’ve got cooking in the full Copywriter Brain course. It’s packed with even more mind-expanding strategies to take your copy from “meh” to “WHOA!” Check it out at and prepare for some serious enlightenment! Thanks for reading! If you loved it, tell your friends to subscribe. If you didn’t enjoy the email you can [unsubscribe here](. To change your email or preferences [manage your profile](. 7853 Gunn Hwy #360, Tampa, Fl 33626