The Sphere Effect (copywriting approaches)

Mark Pescetti · 04-19-2011, 10:58 AM

I used to be a boxer.

What sucks for me is I have incredible short arms, which means horrible reach. You would have thought my face was a punching bag half the time!

As I matured in the squared-circle, I developed a style that adapted to my poor reach.

Instead of going after my opponent, I actually dropped my guard as a way to draw him into my circle of influence. In other words, I let him come to me.

Now some people considered this as a defensive strategy… and it was to an untrained eye.

However, what the trained eye could see was tremendous, exhausting footwork that constantly revealed new angles to impact my opponent. I basically looked at the guy incessantly stalking me with malice on his face as a sphere that I had to go around until I found the right approach to hit him.

I use the same strategy for copywriting...

Going head on is insanity; it’s boring! Equally, using cheesy headlines that aren’t true or only half true is disrespectful and makes for an untrustworthy internet. One man’s opinion!

The Approach of Your Copy Means Everything!

I see so many copywriters and wannabe wordsmiths chasing their own tails about how to generate conversions.

I get it.

Making money is the ultimate objective.

However, to realize that sometimes lofty goal, you have to take the path less explored to get there; you have to walk around the sphere (your audience) and pinpoint a way to approach your writing that makes them drop their guard… so to speak… so you can hit them with your amazing opportunity.

Original ideas, new perspectives and dynamic animation of your product or service are essential components to generate conversions. When a prospect is looking for what you have, they don’t want to feel manipulated; they want information, inspiration and leadership.

The question I always ask myself when I’m writing for someone (amongst other things) is: What would someone looking for this be feeling right now and how can I capture their imagination, while educating them with information they’ll find nowhere else at the same time?

I just dropping my guard and pull them in…

Alex Cohen · 04-19-2011, 11:35 AM

Telling a story in your copy is a good way to bypass a prospect's automatic defense system.

Put that together with entering the conversation going on in the prospect's mind and appealing to his driving emotion, and you have the necessary foundation for a successful promotion.

Alex

Mark Pescetti · 04-19-2011, 11:46 AM

Amen! That's an absolutely awesome way to put it...

To accomplish that intention requires getting out of ones own way... A perfect example of NOT getting out of your own way is the guy who just posted a request to critique his Warren Buffett formula sales letter. You can tell he wasn't quite able to really speak to his audience, but rather displaying his own obvious insecurities.

Stephen Dean · 04-19-2011, 03:41 PM

Great story. Sounds like a pitch for the damaging admission approach!

Cheers,
Stephen Dean

04-19-2011, 10:58 AM	#1
Mark Pescetti This town needs an emema Join Date: Apr 2010 Location: Mt. Shasta Posts: 449 Thanks: 239 Thanked 366 Times in 183 Posts Contact Info	The Sphere Effect (copywriting approaches) I used to be a boxer. What sucks for me is I have incredible short arms, which means horrible reach. You would have thought my face was a punching bag half the time! As I matured in the squared-circle, I developed a style that adapted to my poor reach. Instead of going after my opponent, I actually dropped my guard as a way to draw him into my circle of influence. In other words, I let him come to me. Now some people considered this as a defensive strategy… and it was to an untrained eye. However, what the trained eye could see was tremendous, exhausting footwork that constantly revealed new angles to impact my opponent. I basically looked at the guy incessantly stalking me with malice on his face as a sphere that I had to go around until I found the right approach to hit him. I use the same strategy for copywriting... Going head on is insanity; it’s boring! Equally, using cheesy headlines that aren’t true or only half true is disrespectful and makes for an untrustworthy internet. One man’s opinion! The Approach of Your Copy Means Everything! I see so many copywriters and wannabe wordsmiths chasing their own tails about how to generate conversions. I get it. Making money is the ultimate objective. However, to realize that sometimes lofty goal, you have to take the path less explored to get there; you have to walk around the sphere (your audience) and pinpoint a way to approach your writing that makes them drop their guard… so to speak… so you can hit them with your amazing opportunity. Original ideas, new perspectives and dynamic animation of your product or service are essential components to generate conversions. When a prospect is looking for what you have, they don’t want to feel manipulated; they want information, inspiration and leadership. The question I always ask myself when I’m writing for someone (amongst other things) is: What would someone looking for *this* be feeling right now and how can I capture their imagination, while educating them with information they’ll find nowhere else at the same time? I just dropping my guard and pull them in…
	You can't create converting copy by chasing the money. Watch your conversions massively increase when you shift your focus to HELPING as many people as you can with your product or service.

04-19-2011, 11:35 AM	#2
Alex Cohen Copy Champion War Room Member Join Date: Nov 2007 Location: Pennsylvania Posts: 1,001 Thanks: 45 Thanked 501 Times in 304 Posts Contact Info	Re: The Sphere Effect (copywriting approaches) Telling a story in your copy is a good way to bypass a prospect's automatic defense system. Put that together with entering the conversation going on in the prospect's mind and appealing to his driving emotion, and you have the necessary foundation for a successful promotion. Alex

04-19-2011, 11:46 AM	#3
Mark Pescetti This town needs an emema Join Date: Apr 2010 Location: Mt. Shasta Posts: 449 Thanks: 239 Thanked 366 Times in 183 Posts Contact Info	Re: The Sphere Effect (copywriting approaches) Amen! That's an absolutely awesome way to put it... To accomplish that intention requires getting out of ones own way... A perfect example of NOT getting out of your own way is the guy who just posted a request to critique his Warren Buffett formula sales letter. You can tell he wasn't quite able to really speak to his audience, but rather displaying his own obvious insecurities.
	You can't create converting copy by chasing the money. Watch your conversions massively increase when you shift your focus to HELPING as many people as you can with your product or service.

04-19-2011, 03:41 PM	#4
Stephen Dean Master Copywriter War Room Member Join Date: Oct 2006 Location: WA , USA. Posts: 1,051 Thanks: 132 Thanked 194 Times in 100 Posts Social Networking	Re: The Sphere Effect (copywriting approaches) Great story. Sounds like a pitch for the damaging admission approach! Cheers, Stephen Dean
	Occupation: Best Copywriter Ever. Clients: Matt Bacak, Jim Edwards, Ryan Deiss and more. I write sales copy that demands champagne celebrations: Hire A “Champagne Celebration” Copywriter.