Trending
If you want to sell more of your product or service…
Stop focusing your copy on the thing you’re trying to sell.
For most audiences, that’s the wrong approach. To be persuasive, you have to:
- Quickly help them decide if this is for them or not
- Highlight transformation they’ll experience when they say “yes”
- Appeal to emotion, not just intellect.
Take a quick look at the copy example below…
112 words and not a single detail about the product.
It describes the kind of people whose lives have been changed (so the ideal client can self-identify) and paints a picture of HOW their lives changed (to build up desire)
It doesn’t matter what the product is at this point. Buyers aren’t after the product. They want the result.
People don’t buy things just so to have them sitting on a shelf.
They’re buying a better life (in whatever way the product makes that happen).
Caveat: this is less true when you’re selling to people who are very familiar with your product or service. They know how amazing it is, so you’re free to use their positive experience as a launch pad for your new copy.
Related: Writing Copy in a Post-Truth World