And MLK’s speech was an illuminating example of this power.

It was very powerful.

Like Ryan Healy said…it just poured out of me.

Many times I will come up with inspiring material. Usually when I am not in the most opportune place to write is when it is dying to get out.

Still, once it begins, it is like a snowball rolling down a hillside. It gains momentum, gets larger, picks up more speed.

When it ends, it is very abrupt, but the feeling that follows…is very gratifying.

Forgive me for adding this in, but a while back I made a post on an online forum, and I feel it is completely relevant to the whole “Subconscious Material” topic, and that it would add value to this thread.

Here it is:
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Hello all,

Recently I been kinda down about copywriting in general…

Here I am, a guy passionate about “mastering” this golden skill, with over $10,000 in excellent copywriting courses to my name…

Man…my mind has been “flooded” with such a tremendous amount of information about copywriting, and yes, I seem to know all the ‘tactics’, and the different “elements” that can and are used in the best salescopy.

I could name a laundry list of em’… stories, reason why, features, advantages and benefits…principals…like the power of a great ‘hook’, the idea to ‘keep your copy interesting, short and choppy envoke curiousity, the ‘greased shute’ etc. The list goes on…

But why then…when it came time to “face the blank screen”, was I still at such a loss? Worrying about what to say first, and next…

Continually asking myself…”What points should I bring up? and when?”

I think a big problem in copywriting training…is that beginners get all
pre-occupied with all the ‘tactics’…

Even when we hear things such as…”you need to hook em in with the first few paragraphs and…you need to build rapport before you offer YOUR solution…it still leaves us missing some critical pre-writing ammuniton…

I think I’ve finally uncovered this missing link:

Trully understaning your target customer…on an EMOTIONAL level…

Specifically, understanding the ‘reality’ of your prospect, as it relates to the problem they’re having…or the ultimate solution they so badly desire…if only its existance were broght to their attention.

If you fully understand how it “FEELS” to be your prospect…how it feels to be living with the problem they have…or how it feels to not be able to achieve a certain goal….their DREAM goal…that they so desperately desire.

And…If you fully understand the Existing Market Conciousness…also refered to as the Awareness State of your prospect…

IE. What does he think about the current solutions on the market? About his situation in general?

If you know all this…while also knowing that your product REALLY solves their problem and you know exactly HOW it does this…

Then isn’t the copy likely to start writing itself?

It’s almost af if you can “FEEL” the power of every word you write, and you know exactly why it carries power…you can feel what your prospect will be feeling as he’s reading it…

This all pretty much hinges on the idea that people act based on emotion…

Anyway, I think every aspiring copywriter has this breakthough moment when he really “gets” the “emotional” aspect of copywriting…

This emotion…this knowledge of where the prospects’ mind is at…from the first point of contact in your salesletter…might just be the guiding force that allows you to know “what to say and when”.

Any insights?

Cory Friedman
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One point I’d like to add is that in order to get to the stage where the subconscious material can just “flow”, you really, really need to do your research and know the target customer AND the product your selling on all levels.

Their anxieties, frustrations hopes, dreams, desires - and in my opinion…

You need to know how their problem (or goal they want to achieve) plays out “situationally” in their life…

The specific situations and “experiences” they go through on a daily basis (as it pertains to this ‘problem’ or ‘goal’ they have.

I’m really thinking that the main reason for many of my past failures are directly because I hadn’t done the things necessary to get to this critical point…the point where it just “flows”.

Hope everyone’s doing well,
Cory Friedman

I’ve been there. I know how powerful writing from the subconscious can be. Unfortunately, it’s been awhile since I’ve experienced it because I’ve spent most of my time teaching writing the past 20 years.

You feel…emotion…power…that there is something undefinable in you that is placing the words on the paper. You can imagine my joy when my students feel it, too. It doesn’t happen often or with too many kids…just a few that really feel their writing and subjects with their heart.

Indescribable really. I look forward to being able to do that again.

Thanks for the inspiration.

Sherry