Dear Chase,
I'm always amused when we get an interesting edition number for one of our AIMI emails. 123 is very satisfying.
I wanna talk real quick about something that copywriters don't do enough of.
And the ones that DO do it, do it poorly.
Copywriting is about making people feel something.
It's about making people give a shit about something that you give a shit about.
We can use words to make something sound pretty, and describe it well enough that a few people buy…
But when was the last time you saw a piece of writing that genuinely made you feel something?
For me, it's been a while.
One copywriting principle that isn't often talked about is putting your customer in the "dream state".
You've heard of the phrase "leading by example". This is "selling by example".
If you've done your research, you should know what it is that your avatar really wants.
Specifically what they want.
Not just "make more money".
HOW do they wanna make money? What do they wanna do in order to make money?
Where will they be when they do it?
What else will be affected once it happens?
How good will their life get?
All of the details need to be fleshed out.
Enough that you can paint a picture of what everything will look like.
Once you have enough pieces to put together a big, beautiful picture of what their life will be when they get the result promised by your product…
You need to use words to show them the picture as often as you can.
The best way to do this is in first person.
If you are selling a course on day trading, and you have a great life because of day trading, tell people!
Talk about how you wake up in the morning stress-free.
You never wake up to an alarm.
You put in an hour of work a day, and then you have the rest of the day to do whatever you want.
If your demographic is a bit older, talk about how you get to take your kids to school and kick it with your wife during the day.
If your demographic is younger, talk about how you can hop in your Corvette and drive to the beach.
Talk about what it feels like to only be spending $15k a month on your lifestyle, but $150k a month hits your bank account every month.
Talk about what it's like to have such insane abundance.
Describe the life you live. Because it's probably a dream life for your customer.
This isn't just something that works for info-products.
In your ads and emails, talk about what it's like to sleep on the pillow you're selling.
Or how much energy you have when you take a certain supplement.
You need to get really visual when you're selling. Not just descriptive.
This is where the real money comes.
And this copy is also insanely fun to write.
What do you think, Chase?
Yours truly,
Alex.
Sent from my Dreamcatcher
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