Here’s a great lesson for you to pump up the pulling power of your copy… and… ultimately make more sales. (You can thank me later.)
The majority of people walk around with a vague sense of unease in the pit of their stomachs.
This ‘unease’ is not a physical discomfort such as a bad case of gas or constipation, but an emotional response to what’s happening in their lives. It’s the emotional attachment they have to what is happening in their lives that causes this feeling of uneasiness.
And it’s this ‘emotional attachment’ that we copywriters hone in on in our copy. We bring it to the foreground and shine a light on it and show it to the reader.
This ‘uneasiness’ takes many forms…
- Feeling victimised…
And many others.
So let me give you an example of this in action…
Many years ago, long before selfies, facebook, and the boy band One Direction, this here humble Wizard of Words sat down in his bunker and wrote a sales letter.
A sales letter that generated over two million dollars in sales.
The letter targeted stay-at-home and working mothers, and it was selling a business opportunity for several thousands of dollars.
I’d written to this market a few times before so I had a good idea on what motivated them to buy. Plus, I knew the big 3 emotional triggers of this market, so I was confident I could connect with these women and get a successful result.
You want to know what the big 3 emotional triggers are? Is that what you’re saying?
Okay, I’ll tell you…
I had to be subtle when using these triggers. I couldn’t be too in-your-face. If I was too full-on then this market would see through it and no doubt get pissed off. So gently, gently, right?
Here’s a chunk of copy from the letter…
“It started when I was on maternity leave. The days were flying by and the thought of returning to work was making me ill. You see, I wanted this time with my baby. Put simply, I was desperate to stay at home with my newborn child and not go back to my former job. I was still feeling a bit guilty about my first child … and how after a few short months, just when he needed me the most, I had to return to work to pay the bills.
I was determined that this wasn’t going to happen with my second child. I didn’t know how I was going to do it. All I knew was I wasn’t going back. I just had to find a way I could stay at home and still bring in the money … there just had to be a way.”
As you can see, I tap into the ‘uneasiness’ of this market and I do it subtly, bringing the subject up in a story.
I’m not in their face accusing them of going back to work early.
I’m not asking, “Don’t you feel guilty?”
That would be way too intrusive and you’ll lose the reader right there and then.
Okay, you want more examples?
Then here’s a headline I wrote many moons ago for a child speech therapist client in Sydney. Take note on how I hit all 3 emotional triggers.
“Are You Afraid Your Child is Slipping Behind
The Rest of The Class?”
So your job is to find out what’s bugging your market.
Then uncover the emotional attachment (unease) caused by this problem and then you bring this unease to the surface in your copy, and then you reassure your prospect it doesn’t have to be this way because you have the solution.
Take this one on board.
You WILL make more money.
Wizard of Words
P.S. I’ve been real slack with this blog over the past year or so. Got busy doing other things (like client work). But that’s changed. I’m going to make sure I post at least one article a week.
So let’s keep this interactive shall we?
Love to hear your thoughts in the comments below.
Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook