How to Crawl Into Bed With Your Perfect Prospect... Without Being the Slightest Bit Creepy (Step #3)
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Sales Copy Blueprint for Super Busy Experts and Entrepreneurs
A complete 5-step system for writing sizzling hot sales copy, without investing 1,000s of hours to become a "world class" copywriter or spending 1,000s of dollars to hire one:
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[Note: This is part #3 of a 5-part series on how to quickly enjoy greater sales and profits in your business with a 5-step system for writing crazy effective sales copy… without investing 1,000s of hours to become a ‘world class’ copywriter. If you’re just joining us, start the series here!]
If you read the first two parts of this series, you should now have a deeply personal understanding of your product, and have created a super-compelling offer that will hit a virtual home run in your market.
Now it’s time to dive deep into your prospect’s mind.
For this exercise, refer to the “EMOTIONAL INVENTORY” tab on The Ultimate Copy Blueprint spreadsheet.
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In order to write powerful copy, you need to be fully knowledgeable about all the key factors that may affect your prospect’s buying decision. Namely… her beliefs, feelings, thoughts and behaviors.
Knowing these details about your prospect gives you a huge advantage, as it allows you to enter the conversation the prospect is already having with herself.
You, me, and every other human being on the planet — we are always having a conversation with ourselves in our own minds. Sometimes it’s about what we’re going to eat for lunch. Sometimes it’s about things a whole lot more important than that.
More often, it’s about our goals. Our dreams. Our needs and desires.
Your job whenever you sit down to write copy is to enter the conversation that your prospect is already having with herself.
If you can understand her hopes, dreams, and desires… then you have the tools necessary to seize her attention and offer a powerful solution to a problem she already has and wants desperately to solve.
If you’re trying to sell her something she doesn’t need… well, then you’re doomed to failure before you ever get off the ground.
Her BELIEFS affect her thoughts, and determine how open she is to the claims you make, including whether she believes your product can help her:
- What does she believe fundamentally about the issue/problem?
- What does she believe about the forces that affect this market?
- What does she believe about this type of product?
- What does she believe about other editors or spokespeople in this industry?
Her DESIRES must be known if you’re to persuade her to buy your product:
- What is her most urgent problem regarding this issue that she wants solved?
- If she could wave a magic wand, what would she want more than anything else in this area?
- What does she most want to avoid?
Her EMOTIONS are often what drives her; she buys because she feels a certain way, wants to feel a certain way, or wants to avoid an unpleasant feeling:
- How does she feel when she looks for the kind of product you’re selling?
- How does she feel about your industry?
- How does she feel about your competitor’s?
- How does she feel when she reads your ad?
- How does she feel about your offer?
Take a look at the “EMOTIONAL INVENTORY” tab on The Ultimate Copy Blueprint for some sample answers to get you started. Then think about your own market, and your ideal prospects and customers, and start to develop your own character profile.
The more you know, the more you’ll be able to infuse your copy with the intimate details you need to show them you not only understand their needs on a deeply personal level, but also have the perfect solution to those needs.
They’ll automatically come to know, like and trust you… and that’s the first step to getting them to invest in you!
Next it’s on to step #4 where you’ll really amp up the persuasion power of your copy.
You’ve no doubt heard of features and benefits – and understand how crucial they are to the sales process – but you’ve likely never seen them created in such a simple step-by-step way.
See you then!
Paul