Write Copy so Projection can Occur

Recently, I was writing copy to attract new members to an entrepreneur group I participate in. While writing the post, I realized that things can intentionally be written to allow the reader to project their own thoughts and beliefs to the post.

For example:

We have no one with experience in origami.

• People who love oragami might think, great I can be the best at origami there.

• People who hate origami might think, great I can be with people like me who hate origami.

The copy doesn’t change, what people think and feel about the message does.