Why are you reading this sentence?
I’ll bet you a steak at Ruth Chris it’s because of implied promise of title. That promise – that you’ll soon be privy to five well guarded secrets of writing great sales copy – just grabbed skeptic in you by scruff of neck. It stood her on her heels and made her think, if only for a split second, that maybe there’s some gold here.
So title – or headline if you prefer to think of it that way – did its job. It got you to read next sentence by arousing your curiosity. It probably made you feel that you could profit from these secrets. In other words it appealed to your sense of greed. And it might even have touched a couple of your other emotional triggers, like vanity or laziness, (or more positively) pride.
I don’t know you well enough to say exactly which emotional hot button it triggered in you, but you’re still reading aren’t you? So I’ll up ante. A bottle of good wine to go with steak says some basic emotion was triggered.
All of which leads us to Secret #1: People buy things for emotional, not logical reasons.
And emotions that count most are whichever ones your copy stirs up in your prospect. Your prospect doesn’t care one tiny little bit about you or your product. She could care less if she never heard from you again. What she cares about is that little voice inside her head that keeps asking, “What’s in it for me?”
Never forget this. Your copy must keep answering that question until your prospect is completely involved with your message. If your copy starts off telling about your product and not what it can do for your prospect, it is almost certainly doomed to failure.
Secret # 2: Good copy helps prospect picture your promise in her mind’s eye.
It isn’t good enough to just make a promise. You need to further involve your prospect by helping her picture herself experiencing your promise. She has to be able to see it, taste it, and feel it. Otherwise skeptic in her will step right back in and start giving her reasons to disbelieve your promise.
You need to tell her something like this:
“Imagine a hundred of your business peers jumping to their feet in wild applause as you accept your industry’s top marketing award. Then room grows still, audience hanging on your every word as you begin to tell story of how five powerful copywriting secrets changed your life…”
Think of last car commercial you watched. Probably strong on breathtaking mountain roads, beaches at sunset and sexy models – emotional appeals all. Do they have anything to do with cars? No. Do they help sell a lot of cars – you bet they do.