| Dear Chase, I'm back. Again. Venting about my qualms with the direct response community. Disclaimer: the top 1% of the direct response community is obviously great and doesn't do this, but 99% of the working copywriters in this industry mess this up. I've made the analogy before that aggressive DR copy is very similar to car salesmen in the 1980s. They think they're good at sales because they bully people into buying stuff. Branded copy is consultative sales. You guide people in the right direction by feeding them honest information about a high-quality product. When DR writers are trying to go hard and make sales, they can be pushy sometimes. You're abusing scarcity and urgency, and you're framing it in a way where if someone doesn't buy YOUR product, they'll remain poor/ugly/lonely, etc. There's a BIIIIG difference between being pushy and creating desire. Instead of pushing your prospect into a buying decision, create a magnet of authenticity and pull them in with who you are. Here's a checklist you can use to create desire in your product without being pushy: 1. Use premium language for a premium product. Prospects make buying decisions when they assess their perceived value vs the price of the product. If you write in a way that describes the product as something extremely premium and expensive, your prospects will get the opposite of sticker shock when they get to the bottom of the page. $100 is a lot of money for a water bottle. But $100 for the absolute best water bottle in the world, used by Olympic athletes to rehydrate faster, cleaner, and more efficiently? That's cheap. I'd buy that right now. $10,000 is a lot of money for design services. But $10,000 for a website design that has been used by the top DTC brands in the industry, and is CRO-optimized to guarantee that you double your money within 30 days? Send invoice. Using a serious tone and some high-quality words will move the needle. 2. The 80/20 split of emotion and logic. I heard this quote from a killer marketer a few years ago, and it always stuck with me. Emotion is how you'll get your prospect to buy. Logic is how you'll get your prospect to defend their buying decision to their friends and family — which becomes your word-of-mouth messaging, leading to indirect sales for you. The most powerful emotions that I've used in my copy are: Hit on these (tastefully), and your prospects will actually be excited to buy. 3. Write within the frame of helping instead of winning. This is not as much of a technical tip as it is a cognitive tip. When you actually prepare your headspace in a certain way before you sit down to write, it changes the way the words come out. Put yourself in the shoes of someone who has a serious problem, and then pretend that you're talking to someone who USED to have that same problem, but has now solved it with your product. If you picture it as a dynamic between two people who have something in common, helping one another, instead of a marketer just trying to win the sale, your copy comes out as helpful and honest. It's the difference between this: Chase, time is running out. 5000 people have already made a decision that has impacted their lives positively. If you're not making the same decision, you're admitting to yourself that you don't care. And that is not what our community stands for. We only want to offer this product to people that really care about themselves and hold themselves to the highest standard. Failing to click the button below means you're failing yourself. And this: Chase, myself and 5000 other people have been where you are. We've experienced the pain that comes with having the problem you currently struggle with, and that's why we created this product. We haven't seen one single person who's joined our program that hasn't seen positive changes with it. Not one. Part of making the change that you want to see is surrounding yourself with people who are a few steps ahead of you, all rooting for you to kick the nasty problem you have. We'd love for you to join us, because we know how much it'll improve your situation. You see copy like the first one all over the internet, and it makes you feel like you need to take a shower after reading. You just feel awful. The second one is much rarer, because only the top 1% of copywriters are confident enough to write in a way that creates desire with positive emotions, instead of writing like a pushy car salesman from the 80s. Yours truly, Alex Sent from my Apple Carplay that was sold to me by John, pushy car salesman guy
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