Saferoom – Level 2

… You step through the gateway and find yourself right back in the cozy cabin.

You see me standing in front of a window, gazing out at the snowy day.

I look back at you and nod.

“Grab a drink.” I say, as I walk toward the chairs in front of the fire.

“It’s … weird … that I’d be stuck if I didn’t figure out that puzzle quickly. Strange game.” You remark.


That’s life isn’t it. You usually have just a few moments to connect with someone. And if you fail, they are gone. Your chance is gone. That’s it.

Of course … in life you can still go on and try again with someone else.”

You roll your eyes as we sit down.

“What does this have to do with copywriting?”

I pour a fresh cup of coffee and smile.

“What does connection have to do with copywriting?” I ask a bit sarcastically,

“Ok ok …” I continue “… here’s the simplicity of it.

It’s all just relationships and communication.

In fact, and this lesson comes from MY teacher, the legendary Lukas Resheske, ‘copywriting is just communication in context.’

That’s just a fundamental First Principle.

It’s all communication within a particular context. Whether that be email, a web page, a video, a text, a phone call, in person, etc.”

I pause to let you digest that before continuing,

“And because our goal in copywriting is usually revolving around prospects taking actions to become customers, or customers becoming bigger customers, we have the complex challenge of leading people to an emotional decision.

That requires a relationship.

That requires understanding.

If you’re writing to someone who is trying to solve a problem, they’ve got to not only believe that you can solve that problem for them, but they’ve got to want to solve that problem with YOU.

See. Relationship.”

You ponder for a moment, and then ask …

“Ok, and, The Gap of Understanding? What’s that about?”

I smile and walk over to a bookshelf.

I just seemed to …


Against the wall in the corner.

I pull out an old book.

“I used to introduce people to this through a lengthy piece of literature.

It’s a deep topic, you ought to know.” I look over at you as I leaf through the book

“I’ll let you borrow this in a moment.

In essence, we’re all belief driven creatures. Our entire realities are built on a set of beliefs and understandings.

Each person’s reality is therefore different. Because of the unique combination of their own beliefs and understandings.

You need commonality to connect and build a relationship.

That’s where connecting on belief comes in play. Because even if on the surface, you see things differently, there’s likely a similar belief driving that perspective, and you can relate on that belief.”

I walk over and hand you the book.

“If you are interested, I suggest this piece on Liminal Thinking (that will take you to a 20 minute video on Youtube)

It’s pretty deep,

And you don’t need that to continue to the next level.

But I’ve had plenty of students in the past who appreciate that understanding.”

You take the book and hold onto it for a moment while I continue …

“Alright, that was level 2.

You made a friend! Congratulations. That character you rescued represents your power to connect with others on a deeper level. You might find them useful in a future level.

Keep that disk with you.”

You pull the disc out of your pocket – you must have put it there absentmindedly before leaving the level.

“And as a little something extra,

If you’re interested in a different perspective on building relationships and conversations to make sales, I recommend Laurel Portié. She’s found a way to apply all these principles to a different field of expertise – video.

You can read more about her strategies here.

As a copywriter, I’ll say that her perspective on messaging and building conversations is highly valuable.

When you’re ready,

Head on to the next level. Maybe I’ll see you there.