Dear Chase,
5 years into this whole copywriting game and I'm still learning stuff on a regular basis.
I recently wrote a big VSL. It was just under 7000 words for a biz-op offer. This VSL will be going to cold traffic, so the pressure is on.
This is something I put a ton of time into and was surgical about.
Warm traffic copy is easy if someone's personal brand is strong. You can say just about anything and people will convert.
This was much different.
I'm selling to strangers.
I had another copywriter do a peer review on it before I submitted it just so I could make sure it was good.
There was one tip that this guy gave me that really hit me and I wanted to share it with you.
You have to be very careful about the identity you instill into your prospects while they're reading your copy or watching your VSL.
A lot of copywriters aren't aware of this, so they'll write things like:
You hate your job, you're broke, and you have no motivation to change.
You can't bully your prospect like this. It'll turn them off because you've just given them an identity that is counterproductive in two ways:
Firstly, this is the type of identity that doesn't buy stuff. Unmotivated, broke people don't spend money on stuff like this.
Secondly, this might not even be true. This is not how most people feel about themselves or their jobs.
The tweak that this copywriter made was to reposition the negativity away from the person and onto something else.
We changed it to:
Your job isn't super exciting. You probably loved it when you first started, but now that you're a few months in, it's just not what you hoped it would be. This job also kinda underpays you, because even though you have your needs met it makes it challenging to save money.
Instead of villanizing the person, you villanize the job. It's the job's fault that this person isn't where they wanna be in life.
You take the responsibility off of the person for why they haven't succeeded yet.
And if you can do this, you can instill a different identity into them. Hopefully, it's one that actually buys products like the one you're selling.
This "decent job" probably makes you feel a little trapped because you know that you'd excel at SOMETHING if you had the opportunity to. You have all of these soft skills that you don't even get to use, because this job only needs you to be average. What if you could exercise this greatness with a NEW opportunity?
This reframe makes the prospect feel empowered and fired up to move to something different.
This is something you can apply to any niche/offer, and you should.
Make sense, Chase?
Yours truly,
Alex.
Sent from my LG Smart Flatscreen
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