Call Stephen Hawking!

I've just proved the theory of multiple, parallel universes to be true!

Hello again,

Who would have thought a copywriter could answer once and for all one of the great imponderable questions of the cosmos? And who would have believed it would be so easy?

I'm sure you know the theory...

Every time something happens, when something else could have happened, both things actually occur and one universe carries on in one way while another carries on in another. Since these maybe/maybe not events happen all the time, new universes are constantly being created.

Although that doesn't give us an infinite number of universes, it does give us an awful lot!

It turns out that copywriting works in exactly the same way. And that's how I proved it to be incontrovertably true.

There I was, pondering on ideas for a headline, when I remembered I really should be saving every idea that came to me, rather than trying to pick a 'winner' straight off. And that the same thing applies to the opening paragraph of the sales letter. And every paragraph that follows. And every decision about how long or short, what benefit to focus on, how to frame the offer, etc, etc... Almost an infinite number of sales letter possibilities could be 'calved' from the original, in just the same way as universes are 'calved' from one original universe.

Now, whether you believe in a 'creator' or 'designer' on a cosmological level, it's probably just as well there is such a thing as a 'creative' or copywriter, in the salesletter cosmos, or we could be here forever, trying to decide.

So, if God exists, do you think he ever has trouble deciding which universe to pick? Or maybe we're all part of one giant, multivariant split test!

Roy Everitt, Writing For Results