The Dissonant Dance Method: Write Better Content With This Unique Copywriting Technique
I’m sure we could all agree: sharing your unique perspective is key to building an audience online (and creating a more profitable business).
Editors Note: Joshua will be writing a column for us and will now be on Thursdays. This will, at some point, be for paying members. But for now enjoy Joshua’s wisdom!
I’m sure we could all agree:
sharing your unique perspective is key to building an audience online (and creating a more profitable business).
So let’s say you take one of your ideas…
and turn it into a tweet. Or an Instagram carousel.
But then…
nothing.
Happens to me more than I’d like.
So naturally, you keep trying new:
styles
words
structures
hoping it’ll help your idea gain more traction.
Makes sense, doesn’t it?
Maybe you just didn’t say it the RIGHT way.
But you’re missing an important part:
addressing their current mindset.
Nobody likes unsolicited advice.
There’s no trust.
Your audience is going to be reluctant.
So how do you fix that?
The Dissonant Dance Method.
I came across this 4-part copywriting technique from a ghostwriter on Twitter.
It was originally meant for writing sales copy — but it works just as well for writing tweets, blog posts, or email newsletters.
Present a popular idea
Confirm why people like it
Say why it’s wrong
Present a superior idea
And here’s why it works so well.
As I mentioned, people are a bit reluctant with new ideas. ESPECIALLY if they’ve been operating under a certain frame of mind for their entire lives.
So, you need to let them on easy.
That’s why it’s important to start with the popular idea.
Example: It’s good to be a millionaire.
Next, you want to confirm why people like it.
This will uphold your readers’ confirmation bias — it’ll validate what they already believe. It helps put their guard down.
Example: You can buy a big house. Drive fancy cars. Eat expensive steaks. Buy a private jet and travel the world.
And then a sharp twist.
Reject everything you just “confirmed”.
Tell them why this frame of mind is wrong.
Example: But what if I told you being a millionaire isn’t always a good thing? It’s true — if you’re not careful, it can rip away your purpose. It can destroy relationships. It can even change your personality.
And finally, present the better solution.
What should they do instead?
Example: So stop focusing on becoming a millionaire. Focus instead on providing value. As Albert Einstein once said, “try not to become a man of success, but rather a man of value.”
If you want to share a new perspective with your audience, remember:
People are generally closed off to new ideas.
(Especially if they’ve been operating under one mindset for their entire lives.)
But through the Dissonant Dance Method…
It’s much easier to persuade them.
Keep in mind though…
you don’t have to use this format for everything you write.
But keep it in your writer’s toolbox.
Try it out and let me know what you think.
About the Author
Joshua Snitgen the founder & CEO of WordButler — a content managementcompany helping businesses 2x their exposure by transforming their existing video content into written content (without sacrificing their unique voice in the process).
Want to learn more?
Click HERE to request a free 20-minute consultation.
