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Your prospect is being hit by an average of 240 advertising impressions every day – many, many more if he surfs the internet.
He’s constantly besieged by benefit-based headlines that scream, “I want to sell you something!” Is it any wonder he’s becoming immune to them?
The fact is, more companies are mailing more packages to the same consumers. And every time your prospect opens one that reads like sleazy spam, his sales resistance gets a little stronger.
What are you going to do to overcome that resistance?
Well, you could try making bigger promises, touting bigger benefits, offering more premiums. But isn’t that just doing more of the same thing you’ve been doing? And, isn’t that the classic definition of insanity – doing more of the same and expecting different results?
The solution is to do something dramatically different. Try saving the big benefits for later in the copy, and start off with copy that connects with how your prospect already feels about your product or service. Don’t start off by promising him the moon – instead, let him know you’re on the same page with him.
There are lots of ways to do this. You could start out by validating his skepticism. Headlines such as “Why _____ isn’t working” acknowledges that she may have tried similar products that failed her. Then you can show her why yours is different.
Another great way to sneak in under your prospect’s sales radar is to start off with a story. The Wall Street Journal had mega-success with their famous “Two Young Men” letter. A testimonial from a real customer could be even more effective.
The secret key is to discover your prospect’s core emotions – what’s keeping him up at night? What are his deep desires? And then write copy that connects with those emotions – before you get to your big promise.
Because emotionally driven copy is the opposite of empty hype. It carefully and purposefully resonates with your prospect’s core emotions. Connects with his desires. Empathizes with his frustrations. And melts his sales resistance.
Instead of just shouting more too-good-to-be-true benefits at him, tell him a powerful story that completely disarms him – and builds a relationship that not only leads to greater response, but a more loyal customer as well.
Does your marketing forge an emotional connection with your prospects? It can. Lisa Packer is "The Copywriter You Can Count On" for powerful, persuasive copy that puts more money in your pocket. Visit http://www.lisapacker.com and unleash the power of words in your business today.
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