Dear Chase,
I remember when I first started growing on Twitter. I didn't really know what I was doing on the platform. I was used to writing long copy that was for brands.
I became friends with this Twitter ghostwriter who was popping off back then, and he gave me some pointers on how to tweet for engagement while still building a good brand.
He gave me a tweet formula that went like this:
At age 18, I was doing X.
Now, at age 22, I'm doing Y.
Lesson.
The first line creates relatability, because you're exposing a low point.
The second line creates hope, because you've improved so much in a short period of time.
The last line is a takeaway that the reader can use to do the same thing.
The first time I tweeted like that, it got like 100 likes. At the time, that was what I considered "blowing up".
Since then, I realized the power that a transformation story holds. And now I use it all the time.
If you're trying to convince an email list full of people that there's something they can achieve, you need to use this framework.
2 years ago, Bob was struggling to get X result.
He tried XYZ things, none of them worked.
Then he tried my method, and he was skeptical at first, but it worked.
Now, Bob has X result + a little more.
The key here is to use your prospects' objections in the story and make it clear that the transformation happened in spite of all of those things.
For example:
If your prospects usually think your method is BS, you need to say that Bob thought that too, until he tried it.
If your prospects think it won't work because they're too busy, you need to talk about how Bob works 12 hours a day and still made it happen.
If your prospects think they need to have certain personality traits to succeed, tell them how Bob has an IQ of 85.
The thing is, these need to be somewhat true.
You can't LIE and tell people that Bob did all these things if he didn't.
But, you need to remember that Bob had to overcome a bunch of things to get results with your product.
If Bob didn't, then someone else did.
Any good client will have pages and pages of social proof for you to comb through so you can tell a good transformation story.
Just do your best to make it sound like a story your email list will resonate with.
It builds trust.
It strengthens credibility.
It inspires people.
And it makes them wanna buy.
Keep this in mind when you write something this week.
Yours truly,
Alex.
Sent from BOB'S iPhone
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