| Dear Chase, Sorry about that photo from earlier. I wanted to make you feel something. I wanted to talk about an alternative copywriting tip that you should try every once in a while, because it's highly effective. People won't like it if you do this often, but it's very impactful when you do it properly. Let's talk about using fear in emails/social posts/blogs. A general rule of copywriting is that people care MORE about losing things they already have than gaining things they don't have yet. So if we're going to use a little bit of fear, we have to do it by using the inverse of the benefits of your product. For example: If you're selling a fitness product, you probably talk about "getting the body of your dreams", or "losing weight fast" or "feeling better than you did when you were 18". That's all well and good, but people don't usually feel that as hard as they feel the inverse of those things. One really powerful way to sell fitness is to talk about the WORST case scenario. How likely is it that someone would take action if they knew: - They could get diabetes - Have a heart attack - Have a stroke - Never see their kids grow up - End up in a hospital bed… If they don't get their fitness in order? These are extreme examples, but that's the point. It does not matter if it makes you feel good or bad, you felt those examples WAY more than you felt the other ones. It actually spikes your cortisol levels. If you do this on its face, it actually looks really corny. A lot of people are gonna be like "look at this dude fearmongering" and get mad at you. Instead, you can do it in a story format. You can talk about how you know someone who never took care of their fitness, had a stroke, and ended up in a wheelchair because they were so overweight. And then, they recovered because they took your coaching program and you made them do 200 push-ups a day. Now they're fit and healthy and they can play with their kids again. There you go. Short one, but I think this is actually super actionable. Let me know what you think, Chase. Yours truly, Alex. Sent from my FitBit
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