Imagine a typical dressing room:
It’s small, about four-by-five feet.
There’s a curtain for privacy. There’s a small stool in the corner and a hook on the wall. There’s a mirror.
It’s a typical dressing room except for one detail: a sticker with some "confident" copy on it. The sticker is small but striking. It's stuck on the mirror, up and to the right. It's white with a heavy black font.
It reads …
YOU WANT IT.
Confident copy doesn’t equivocate.
It’s not vague or ambiguous or uncertain. It’s not safe, written in the passive voice to avoid specifying authority. It doesn’t use qualifiers like generally and probably, often and most.
Confident copy is bold, which is attractive on its face, compelling.
Copy speaks for the product or service or experience you're selling.
Confident copy says, “Go ahead, you’re making the right decision.”
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