The Subtle Power of ‘Come’ vs. ‘Let’s Go’: Justin Oberman on Reader Distance in Copywriting

In a recent LinkedIn post, Justin Oberman delves into a subtle yet powerful linguistic element that can significantly impact reader engagement: the concept of deixis, or how word choice establishes a writer’s physical position relative to their audience.

Oberman argues that many writers inadvertently create distance between themselves and their readers through their word choices, a phenomenon he refers to as assigning a “physical camera position.” He highlights how seemingly minor words can shape the reader’s perception of proximity and connection.

“Every sentence you write assigns you a physical camera position relative to the reader. Most writers don’t choose it consciously. But the words choose for you.”

Understanding Deixis in Marketing Copy

Oberman explains that linguists use the term “deixis” to describe grammatical elements that encode the speaker’s location. He provides the example of “Come” versus “Let’s go.” While both can direct someone to the same place, “Come to the workshop” implies the writer is already there, and the reader is not. Conversely, “Let’s go to the workshop” suggests a shared starting point and a collaborative journey.

This principle extends to other word pairs like “bring” and “take,” or “here” and “there.” According to Justin Oberman, the common practice in marketing copy is to “plant the writer at the finish line, facing backward, waving at the reader, beckoning them to come join him or her.” This creates a sense of separation, potentially alienating the reader before they even engage with the message.

As Oberman notes, phrases like “Come join us,” “Bring your questions,” or “Take the first step” position the writer at a distance, making the reader feel alone on a road. He posits that while a persuasive argument might overcome this distance, it’s an unnecessary hurdle.

Shifting the ‘Camera’ for Better Connection

To counteract this effect, Oberman advocates for “mov[ing] the camera to the reader’s shoulder.” This involves adopting language that places the writer alongside the reader, sharing their perspective. He contrasts two approaches:

• Before: “Come learn a system for writing posts people actually finish. Bring your worst draft and we’ll fix it together.”
• After: “Let me show you how to write posts people actually finish. Bring your worst draft, and we’ll fix it together.”

Oberman suggests an even more effective version: “You’ve got a draft open right now you’re not sure about. Let’s go through it line by line.” In these revised examples, the core offer remains the same, but the language fosters a sense of shared experience and understanding.

“They presuppose you already know the feeling, and it places the feeling out in front of both of us as a shared object.”

Exceptions and Strategic Application

Justin Oberman does acknowledge exceptions to this rule. He argues that when selling status, luxury, or exclusivity, or when addressing high-net-worth clients, maintaining a sense of distance can be strategic. For instance, a private members’ club should invite readers to “Join us,” and high-ticket consulting might benefit from emphasizing a desirable “there” worth reaching.

In these specific contexts, Oberman suggests that the “price” of exclusivity or authority is maintained by preserving this perceived distance. However, for most general marketing and engagement efforts, collapsing that distance is key to building trust.

“So the rule is directional, not absolute. If you want trust, stand beside them. If you want authority, stand at the end of the road. Just make it a decision instead of an accident.”

Oberman encourages writers to actively “go Copy Hunting” by reviewing their drafts for words that imply distance, such as “Come,” “Bring,” “Here,” and “This.” By making conscious choices about their “camera position,” writers can foster greater connection and improve the effectiveness of their communication.