(And How It Changed the Way I Sell)
I’m going to tell you a story that can help you grow your business.
After reading it, one of two things will happen:
- Either you already know this—and you’re already selling a lot
- Or you don’t know it yet, you shift your mindset, and you start selling more
In both cases, your business moves forward.
That said, some lessons aren’t learned in courses or marketing manuals.
Some show up when you least expect them—like in a bar at 2:00 a.m., with an English friend who wasn’t just charming, but unintentionally brilliant at teaching.
This isn’t just a funny anecdote.
It’s a powerful emotional copywriting technique that can help you sell more, connect better with your audience, and turn your copy into real conversations that attract and persuade.
How It All Started
Some time ago, while I was working at Universal Music Spain, I learned something incredibly valuable from an English friend of mine.
She was one of the most beautiful women I’ve ever met—only surpassed by the size of her heart. Because of that, whenever we went out, it was common for guys to try to win her over.
At the same time, I was deeply in love with a French woman.
My problem? I had no idea how to get her attention or ask her out.
One night, I told my English friend about the situation and asked for advice.
What I didn’t know was that a random night in a small bar in Madrid would change everything.
The Moment Everything Clicked
It was 2:00 a.m.
We were sitting in a quiet bar, having a few drinks, when suddenly the French woman walked in.
I froze.
My English friend noticed the disaster unfolding in front of her, looked me straight in the eyes, and dropped the sentence that started it all:
“Erick, try to seduce me.”
I almost choked on my drink.
She must have seen the panic on my face, because she immediately added:
“Try to seduce me. I’m your French girl.”
I said something about her smile, how beautiful she was—typical stuff.
She looked at me calmly and asked the simplest, yet most powerful question I’ve ever heard:
“And then?”
At that moment, a loud “you haven’t impressed me” echoed in my head.
I had fallen into the cliché.
I hadn’t added anything new.
I had lost.
I didn’t fully understand it back then—but that question would later become my secret copywriting weapon.
What She Really Taught Me About Copywriting
This situation probably feels familiar in business.
You had a lead.
They showed interest.
They contacted you—basically invited you to “win them over.”
And then… nothing.
They stopped replying.
Left you on read.
Ghosted you on WhatsApp.
That single question—“And then?”—contains a powerful copywriting lesson.
It forces you to go beyond the cliché.
Beyond the surface.
It challenges you to uncover the real benefit behind your product or service.
Features vs. Real Benefits
In copywriting, many people make the same mistake:
they talk only about features.
- “Anti-wrinkle cream with hyaluronic acid.”
- “Advanced technology software.”
- “Fast and efficient service.”
And then?
What does that actually mean for the person reading?
That’s where emotional copywriting comes in.
It transforms features into real outcomes—results your customer can imagine, feel, and desire.
A Simple Example (That Changes Everything)
Let’s say you run an online store selling skincare products.
Your product description says:
Night anti-wrinkle cream. Results in 8 weeks.
Sounds fine.
But it’s cold. Technical. Empty.
Now apply the question “And then?”:
| Tired of people asking if you’re exhausted? Get back that fresh, rested look. Let the world—not just your mirror—see that the age you feel inside is the age your skin reflects. And what happens next? After 8 weeks of daily use, you’ll see your wrinkles fade, revealing the confident, vibrant woman you already are. |
Do you feel the difference?
The second version connects emotionally.
It speaks to the customer’s real desire—not the formula.
And that… sells.
Why the “And Then?” Technique Works
Because people don’t buy products.
They buy transformations.
We want to feel:
- better
- younger
- safer
- freer
The “And then?” technique forces you to find that transformation—and express it clearly.
It’s a powerful tool for:
- product descriptions
- landing pages
- emails
- ads
- sales pages
Anywhere you sell with words.
How to Apply This Technique (Step by Step)
- Write your copy normally
No filters. No perfectionism. - After each sentence, ask yourself:
“And then?” - Focus on the transformation
Not what the product does—how it makes the customer feel. - Use visual, sensory language
Help the reader imagine the result. - Simplify
Emotion sells better than technical jargon.
The Most Common Mistake: Thinking Selling Is Convincing
Many people think copywriting is about convincing.
It’s not.
It’s about connecting.
Brands that connect emotionally build trust, loyalty, and word-of-mouth.
And it all starts when you write like you’re talking to a real person—not an algorithm.
Conclusion: The Question That Can Change Your Sales
That night in Madrid, between drinks and laughter, I never imagined that such a simple question—“And then?”—would become my compass for writing more human, relatable, and effective copy.
Now it’s your turn.
Next time you write a product description, a post, or an email, ask yourself:
“And then?”
Because right there—inside that question—is the difference between just another piece of copy and copy that actually sells.
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