By: Stephanie Burns
Many writers obsess over beginnings and endings. They labor over headlines that pop and craft closes that call for action. But for Callum Davies, founder of Illuminate Digitl, the middle is where most copy can live or die.
Within his Knee Jerk Method™, the second stage—Impossible to Stop Reading—requires that the middle of the message sustain attention with irresistible momentum. Without it, readers may drift, disengage, and disappear before the offer ever arrives.
Davies argues that a mediocre copy doesn’t fail at the start or the end. It can fail in the stretch between.
The Forgotten Middle
Openers grab attention. Closers seal deals. But in between lies the true test of persuasion: can the writer keep readers engaged long enough to carry them across the finish line?
Davies calls this the “valley of attention.” Once the novelty of the headline fades, readers look for reasons to stay or leave. If the copy stalls, they might exit. If it sustains momentum, they are more likely to continue almost involuntarily.
This is where mediocre copy tends to collapse. It may start strong but loses gravity in the middle, leaving the ending irrelevant because the audience never reaches it.
Why Stories Work
Davies’ solution is clear: storytelling. Stories are not filler; they are the engine that can power the middle.
“Facts are read. Stories are lived,” he explains. When copy shifts into story, readers stop evaluating and start experiencing. They imagine themselves in the narrative, feeling the emotions of the protagonist. This immersion makes disengagement almost impossible.
The middle, then, is not about explaining—it is about transporting.
The Pitfalls of Mediocrity
Davies identifies several reasons why the middle of copy so often fails:
- Feature Dumping – Writers shift into listing features, assuming information alone will hold interest.
- Lack of Narrative – Without story, copy becomes dry, leaving readers unmoored.
- Predictability – Copy that feels formulaic gives readers no reason to continue.
- Weak Emotional Pull – Without tension or curiosity, momentum could collapse.
Each mistake points back to the same issue: the middle must be engineered, not assumed.
Engineering Momentum
To make the middle impossible to abandon, Davies recommends several techniques:
- Open Loops – Hint at outcomes without revealing them, creating a need for resolution.
- Escalating Stakes – Build tension as the story unfolds, showing rising costs of inaction or growing benefits of change.
- Emotional Layering – Weave fear, hope, and aspiration to create a dynamic emotional journey.
- Relatable Characters – Anchor stories in human experience so readers see themselves reflected.
These tools help transform the middle from a valley of attention into a crescendo.
The Reader’s Journey
What makes the middle so critical, Davies explains, is that it mirrors the reader’s internal journey. The beginning represents awareness—attention captured. The ending represents decision—action taken. The middle is the struggle between.
It is here that doubts surface, curiosity fights skepticism, and identity begins to shift. The writer’s role is not simply to present arguments but to guide readers through this tension with empathy and narrative.
Lessons from Human Psychology
Behavioral science reinforces Davies’ perspective. People are wired to seek resolution once tension is introduced. Stories activate this wiring by creating anticipation. Abandoning the narrative midway feels uncomfortable, which is why cliffhangers are so effective in television and novels.
Copy that sustains this tension ensures readers keep going, even when distracted by competing demands. It makes reading feel less like a choice and more like a reflex.
The Professional Parallel
The lesson extends beyond copywriting. In leadership, projects often fail not at launch or conclusion but in the middle phase, when enthusiasm wanes. In education, students drop off midway through courses, not at the start or end. In personal growth, motivation dips after the initial excitement fades but before results are visible.
In every field, the middle is the crucible. Professionals who understand this are better equipped to design experiences—whether messages, programs, or initiatives—that sustain momentum rather than lose it.
Mistakes Professionals Must Avoid
Davies warns against treating the middle as filler. Just as a weak body undermines strong arms and legs, a weak middle undermines strong openings and closings.
Professionals often underestimate the discipline required to sustain interest. They assume early attention will carry through or that a strong finish will compensate. But in practice, if the middle fails, the finish is irrelevant—because most will never see it.
Why the Middle Reflects Growth
There is also a personal growth lesson. Just as copy falters in the middle, so do personal transformations. Initial excitement fades, obstacles appear, and the finish line feels distant. The challenge is not starting or ending—it is sustaining.
Davies’ framework offers a reminder: momentum is engineered. It requires intentional design, emotional fuel, and relentless commitment.
Closing Thoughts
A mediocre copy doesn’t die at the start or the end. It dies in the middle—when attention is squandered, curiosity fades, and readers slip away.
For Callum Davies, the solution is not mystery but mastery: stories that immerse, stakes that rise, emotions that layer, and endings that feel inevitable because the journey never allowed for exit.
The Knee Jerk Method™ insists on this discipline. It demands that the middle be impossible to stop reading. Because when the middle lives, the message lives. And when the middle dies, everything dies with it.
Disclaimer: The views and strategies presented in this article are based on the personal experiences and perspectives of Callum Davies, founder of Illuminate Digital, and are intended for informational purposes only. Results may vary depending on individual circumstances. The article does not guarantee success or outcomes from applying the techniques discussed. Readers are encouraged to exercise their own judgment and seek professional advice where necessary.
