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Read Time: 5 Minutes
Lately, I've been seeing a lot of copy out there that’s watered down, or too rational.
Usually, I can usually intuit that it’s probably not bringing in conversions, but the brand owner doesn’t know any better methods to use.
I’ve worked with hundreds of clients, in dozens of industries, garnering hundreds of thousands in ROI for them. I've summarized five key principles you can use in your copy today, to increase emotional response (and therefore, sales!):
#1 - Twist. The. Knife.
It's your job to uncover your market's deepest pain - then draw out second, third, and fourth-order consequences of neglecting that pain long-term.
Just like "red is green" in the financial markets...
"Pain is pleasure" in copy.
Lead people to killer solutions by leveraging their pain.
#2 - Empathize With Them
Learn how your market communicates about their own problems.
Make your customer the hero, with you as the guide.
Reveal the peaks and valleys you went through, to gain your hard-won solutions - and increase the value of those solutions in their eyes.
3. Give Them (Real) Hope
Meet them in their deepest darkness, but bring them to the light.
Join and empathize with them - but don't wallow in pity.
PROVE to them there's a way out, it's within reach, and yours the best solution available.
#4 - Prove It Can Work For Them Too
Use real life stories, case studies, and testimonials from customers who were just like them.
Go a step beyond: get your customers to illuminate their journeys, their doubts, and the end results, so it's tangible.
And finally...
#5 - Make Your Solution a No-Brainer
Reduce the friction to take a leap.
Reverse the risk: with guarantees, killer offers, bonuses, and third-party vouching systems.
Get creative. Make it *easy* to say YES - and *dumb* to say no.
You might think you're in a market where emotional selling is not needed.
Nonsense.
Even in the most technical of industries - B2B, corporate, whatever - thousands of people are upset, frustrated, annoyed...
... and emotionally engaged by new solutions that could relieve them.
Avoid These Mistakes:
Don't make it difficult to find their way to your offer.
Make it easy for the right people to glide through like a V.I.P. - and keep the others at bay.
This helps you qualify prospects based on your desired criteria, and lower your potential time wasted with tire-kickers, or those who aren't ready at the moment.
Tying It All Together:
Emotion is the ruling sign of planet sales.
You need to dig in deep - deeper than feels comfortable sometimes - and pull out all of the psychographic reasons people would hand you money.
It's usually almost never the surface level reasons people think.
It's not because they "wanna look great naked" - it's because they're deeply embarrassed by that pear shaped physique they work hard to hide.
They're not avoiding coaching because it's expensive (if they've got the money)... they're worried about looking like an idiot to their spouse if it fails.
So on, and so forth.
This is why it's so important to know your audience - what they value, what they fear, and WHY they BUY!
Your One-Minute Takeaway:
It's simple as this:
If you want to sell your products/services, smash the competition, and uncover (and solve!) the true needs of your market ... you need to kick 'em in the feels.
Then make a succinct, logical argument as to why their life is better off with your solution - and why they should act now.
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