When I was a kid I loved collecting comic books.

I enjoyed them so much, I even wanted to be a comic book writer or artist, and spent a lot of time reading interviews with people who actually did create comic books.

And although I didn’t realize it at the time, reading these interviews taught me one of the biggest “copywriting” secrets I ever learned.

A secret so unbelievably effective it can instantly multiply your response.

Yet so childishly simple it can be used by anyone — no matter how good or bad a “writer” you are now.

What was this secret?

Well, whenever these comic book pros were asked why they got into the business or what made them start reading comics, many of them would say that yes, they loved the action and adventure and artwork, etc.

But even more than that… they wanted to see what was going on in Spiderman’s love life.

Or what Batman did when he wasn’t kicking arse on the streets at night.

Or if Clark Kent was ever gonna finally get it on with Lois.

Anyway here’s my point:

It became obvious to me people don’t just buy comic books for the usual reasons of action, adventure, great stories and riveting art.

They’re also buying a personality.

They’re buying someone they can identify with each month — with the same hopes, dreams, problems, fears and insecurities as everyone else.

In fact, Stan Lee (the co-creator of Spiderman) said his biggest challenge writing Spiderman was not coming up with dialogue or new villains for him to fight.

No, his biggest challenge was actually creating more problems to throw at Spiderman when he wasn’t in his spidey suit and was just Peter Parker.

You see, he wanted to make sure people would identify with Spiderman not just as a “super hero”… but also as a regular person.

The result?

Spiderman is a world famous icon worth hundreds of millions of dollars to Marvel Comics today.

That’s what the power of a simple, ordinary personality can do.

And guess what?

You can easily harness this “power” (no pun intended) yourself for your ads.

Just let your hair down and be yourself.

Write like you talk (or write like the person whose “voice” your copy is in).

Use your own figures of speech, attitude and colloquialisms.

You know, in a lot of ways, using your personality makes writing copy easier anyway. You don’t get hung up on a bunch of copywriting and grammatical “rules” and “formulas.”

You may even butcher a few major copywriting “rules” every now and then.

But who cares?

At least you’re being “real.”

And your readers will feel like you’re talking to them… and not at them.

And you when start doing that, the difference in response is night and day.