The best copywriting tip I’ve heard comes from the book Breakthrough Advertising.

It’s a classic by Eugene Schwartz, famous for the ‘Levels of Awareness’ and ‘Market Sophistication’ concepts…

But those aren’t the best ideas from the book.

The most important tip is buried inside one paragraph of page 201. Which is crazy because it’s the difference between writing that slaps and writing that bombs.

It’s the difference between your readers going ‘yeah yeah’ and ‘hell yeah’.

It’s the difference between you making a serious amount of sales and absolutely none.

If you want people to pay more attention and more money, this is all you need to know:

“Copywriting, in many phases, is just the search for juxtaposition.”

Juxtaposition is the art of contrast. It’s where you place two different ideas together for maximum impact.

And it’s crucial because because you and I are comparison-making machines.

Without contrast, no one cares about what you write.

This is important, so let me give you an example.

If I gave you $100, you’d be buzzing, right?

“What a nice chap Kieran is.” you’d think.

But if I gave everyone else $10,000?

You’d be angry and offended. And I’d be in trouble with the bank.

…Even though you’re still $100 up.

This is because comparison is how we make sense of the world.

It’s how readers make sense of your ideas, too.

Get it wrong and you get a lukewarm response. Get it right and you get a raving response.

For example, these three tweets I’ve posted on X have racked up almost 10,000 likes because of their juxtaposition.

But these statements won’t revolutionise your business (although they will make you stand out).

It’s when you use juxtaposition in email that the magic happens.

Because emails with contrast have magnetism.

They pull people in.

Your audience doesn’t realise you’re doing it.

But they enjoy what they read.

They understand your points.

They feel an emotional response.

And that’s how you sell through the written word.

Because people buy when they feel certain, intrigued, and motivated.

That’s why Schwartz is so bullish on juxtaposition.

That’s why the Magnetic Email system is too.

Because when I analysed my most successful sales emails, they all had juxtaposition.

So I made sure the 6-step process engineers the effect every time.

In the first and fourth steps, I show you what to say to guarantee each email has in-built contrast so you can reliably turn subscribers into customers.

No guesswork.

No flops.

If you want a simple way to write story-driven sales emails without needing to be salesy or pushy…

Juxtaposition is the secret.

Let me help you nail it:

https://magneticemails.co/

Contrast is king,

Kieran