In a Copywriter’s world, commas change reality

Quantum mechanics is strange. I mean it’s really, really, strange. Stranger than any thought you’ve ever had. Stranger than any dream you’ve ever had. But unlike a dream, it’s real.

A famous Double-silt experiment (voted the most beautiful experiment of all time) shows that when light travels through a screen with two slits in it, it creates an overlapping interference pattern on the detection screen behind because light travels in waves.

Which is what you’d expect (apparently), Just like water and sound because they travel in waves too.

But light is different. It’s also made up of particles called Photons.

Stay with me please, I’m not sure I understand this either, but here goes.

Next, in the double slit experiment I mentioned above, they shot a single light photon (yes, they can do that) at the two slits. And guess what — they still got two overlapping impact points on the screen behind.

That means a single proton went through both slits at the same time.

That means it was in two places. At the same time. Like God.



Or to put it another way…


How can that be?

I have no idea — I’m a copywriter not a physicist

But does that surprise me? Not really.

Because I know the power of the comma.

A comma can always be in two places. Just like that pesky photon. It just depends on the reality I want to create.

So which one is that? Well the one where the reader buys the product!

Creating realities isn’t difficult, but creating the one that gives you the result you want is.

I believe every time we place a comma, we create a reality. You thought it was just words, just grammar, just copy? No, no, no, no, no.

And no.

You’re controlling how reality works.

You’re creating it.

And now, I’m going to prove it.

Below are two sets of 61 words.

They’re the same words, in the same order. But with two completely different meanings created by the power of the comma, exclamation mark, question mark and period.

Guard your commas and place them well, they change the universe. Here we go:

Dear Jake,

I want a man who knows what love is all about. You are generous, kind, thoughtful. People who are not like you admit to being useless and inferior. You have ruined me for other men. I yearn for you. I have no feelings whatsoever when we’re apart. I can be forever happy — will you let me be yours?


Dear Jake,

I want a man who knows what love is. All about you are generous, kind, thoughtful, people, who are not like you. Admit to being useless and inferior. You have ruined me. For other men I yearn! For you I have no feelings whatsoever. When we’re apart I can be forever happy. Will you let me be?



With thanks to the book: Eats, shoots and leaves by Lynne Truss — great book, buy it (I’m not on a percentage).