"And A Little Child Shall 'Teach Them Copywriting' "

_And A Little Child Shall 'Teach Them Copywriting' _.jpg

I’m constantly amazed at how our children teach us.

Especially when they teach me copywriting lessons.

One of the first and most important lessons of persuasive copywriting is the A.I.D.A. formula.

Attention, Interest, Desire, Action.

Babies are masters at getting “Attention.”

But none of our kids (we have 5) ever got our attention as successfully as our firstborn when she was just 18 months old.

All it took was a “slip” and a “smack” and the floodgates of our fight or flight juices burst open.

The Pew Family Email Melodrama, the one I keep telling you about, the one that’s taking us to Maui in 13 more days, wouldn’t be complete without this A.I.D.A. moment.

Baby Aubrey quickly got our “Attention,” we were hyper “Interested” in solving this scary problem, and we were full of “Desire” which drove us to instant and immediate “Action.”

Here’s the story...


Email #6 of 18

Subject: She’s not breathing, her lips are turning blue…


.....but no crying.....hmmm.....why isn’t she crying.....?

“Aubrey, are you okay?”

No response.

"Aubrey? AUBREY!!??"

We come into the kitchen and see 18-month-old Aubrey lying flat on her face. Lips turning blue.

“She’s not breathing...She’s not breathing!” Doug said.

“Janae. Quick. Call 911.”

“WHAT?! 911?! WHAT DO I SAY??!!! WHAT!!!???”

“Janae, pick up the bloody phone and dial 911!!”

“WHAT!! WHAT!!!! WHAT!!!!!!!”

“DO IT!!! She’s. Not. Breathing. CALL 911 NOW!!!!!”

I was completely losing it. But managed to dial and hand the phone to Doug.

He started rubbing her chest and tummy as I put the phone to his ear.

“911, what is the nature of your emergency?”

“Our daughter fell in the kitchen. She’s not breathing. Her lips are all blue.”

And all of a sudden her eyes shot open and she gasped for air.

“Oh! Ooohhh! She’s breathing!! Oh, thank goodness!! She’s breathing!!”

“Sir? Is everything alright, Sir? Sir? Do you need an ambulance?”

“I think she’s okay. She’s breathing again...She’s breathing! I think she’s going to be alright. She’s all shaken up. But she’s breathing!!”

The 911 lady said we should bring her into the ER to see if she had concussed herself.

Little Aubrey had her first full-on conniption fit when they strapped her head and arms down and fed her through the deafening old CT scanner.



But the doctor couldn’t find anything wrong with her. The scan was completely clean.

He said that there’s a place right under the cheekbone that if hit just right (and this apparently happens in boxing matches sometimes) the person gets knocked out cold.

The stool she was standing on, playing with water in the sink, must have slipped because of the wet floor and caused her to hit her face hard enough on the ground to wipe her out. She was down for the count!

And speaking of being “down for the count,” our count to 35% Off sale is officially underway.

“10 (yesterday)....9 (today)....8 (tomorrow)....”

And then you’ll have 18 hours to splurge through the whole catalog at 35% Off.

Now, let me be perfectly clear. This is a ONCE in a lifetime sale.

I will NEVER offer 35% Off again.

NEVER! Mark my words. NEVER!

I’m only doing this because I’m desperate to get my husband to come to Maui with me in February.

It’s all part of this awesome Norwex incentive program.

We need a real honeymoon, once and for all. And now’s our chance.

So, remember, you’ll never see a sale as good as the one we’re having on Monday, June 25th.

Click here to make sure you don’t miss a thing!


Have a great germ-free day!


P.S. When I told Doug I was ready to have another baby, he wasn’t too excited...I guess I don’t blame him, after all the previous trauma. But there was no reason to get into such a heated argument about circumcision with our sweet “all-natural” birthing coach.

More tomorrow…


When did your fight or flight reflex last grab you by the horns and demand your attention?

It’s happened to all of us. 

The question is, how can you use it in your business.

If you tell it just right, you can turn your story into one leg of your Email Melodrama. 

And your audience, rather than glazing over by yet another email, will be glued to their screen reading your story.

Yes, I can write lots of different kinds of copy, but Email Melodramas is one of my specialities. 

Maybe it’s the award-winning opera composer in me. I’m not sure. 

Let’s hop on a call and find the stories you can use to get your customers and prospects hooked on you.

Just click the link here and book a call on my little scheduling tool.


And let’s start singing your customer’s tune.

I can’t wait! 

Have a great Sunday, and may your copy ever be melodic and harmonious!