Here's a FORMULA some copywriters may find useful.

[gjabiz]

This is MY formula, about 20 years old...been online for the last 15...so, nothing real new.

But, if you give it some thoughtful consideration, you may find it very useful.

The FORMULA:

E of A = H of R SoM + P0I

The Effectiveness of your Attempt to influence or persuade someone remotely is equal to the Harmony between the Recipient’s State of Mind and the Pre-Occupational Interrupter used to gain attention.

Yea, a real mouthful. Let me break it down.

Despite what some believe, copywriting is NOT a science. Remote Direct Marketing and Direct Response use exact mathematical formulas to determine profits, and so they are operated on a scientific basis...

And copywriting fits into their efforts.

So, the best you can do is to make an ATTEMPT. You want your ATTEMPT to be based on known principles that have worked and have withstood the test of time...

but nothing works on everyone. So think of your copy as an ATTEMPT to persuade and influence someone to take the action you want them to take.

How EFFECTIVE your attempt is depends on your TARGET's (prospect/future customer) PREOCCUPATIONS.

We all go through a daily routine of being mentally preoccupied with various things throughout the day.

KNOWING and understanding what the general PREOCCUPATIONS of life are (can closely follow A.H. Maslow's hierarchy of basic needs)...

Gender specific Preoccupations.

And TOPICAL preoccupations.

Which is why all the study goes to learning human psychology and salesmanship...

it gives you a wider arsenal to choose from when you write your copy.

Here's an example.

Say someone is at google and they are desperately seeking Susan...and your site just happens to be named that...and when they hit the link on page ONE, they are taken to your site where you have in big red letters:

SUSAN CAN BE FOUND HERE.

Good for you, you are in HARMONY with the reader's state of mind.

HOWEVER, if you have, YOU TOO CAN MAKE A MILLION DOLLARS IN INTERNET MARKETING...

You've just lost the Susan seekers. Make sense?

Now there are millions of people seeking a legit and legal money making opportunity...and a few of them may very well be attracted to that headline, at least long enough to get them to the sub head. Maybe.

So, when you begin to write your copy, put a picture of a real person on your computer screen...someone you like, or someone who represents your TARGET market.

What is on her mind? What does she want? How does your product HELP her?

If you are selling quilting instructions or patterns, just because she is a woman, doesn't mean she might be interested in your Bee Keeping Manual for Women.

So, an ad in GENERAL women's areas, won't be as effective as an ad placed in Bee Keeping searches.

Once the future Bee Keeper hits your site, you want to be in HARMONY with what she is looking for.

How to Become an Expert Bee Keeper, Create Your Own Honeys and Have Fun and Make Money Doing It. BZZZZZZ

Now look again at the FORMULA.

You've heard other copywriters tell you to enter the conversation that is going on in your prospect's mind...this is what they mean...

You DO that by breaking their preoccupation with an Interrupter that resonates...that lets you bypass the conscious mind and zaps right to the brain. Instant RAPPORT without need of a trance. See?

We try to get new copywriters to study human psychology, motivation and buying habits and decisions...we suggest books by Cialdini to help you gain further understanding.

Now the FORMULA has some cryptic elements, which I'll be glad to shed some light on.

YOU begin your copy (just one way of doing it) by KNOWING exactly who your customer is going to be, what is she thinking, what does she want and how can I immediately capture her attention and get her interested in my product/service?

Your headline, major graphic and subheads are your PREOCCUPATIONAL INTERRPUTERS, if they don't interrupt what is on your visitors mind...they are a few seconds away from being someone else's visitor.

RESONATE. RAPPORT. RELATE.

Do it quickly. Try the FORMULA, it might boost your success.

gjabiz

[max5ty]

Thanks for taking the time to give us your formula -- interesting and useful.

I also hope you share some more of your experiences in the business.

[gjabiz]

we've all heard a million times.

But, sometimes, twisting and looking at things a little different can lead to the occassional Ah Ha moment.

Just considering Pre Occupations helps us remember it is ALL about them (prospect/customer) and not about us (marketer/copywriter) until they say so...by picking up the tab on the new Bentley...or MoPed as the case may be.

Thanks for reading it.

gjabiz

Originally Posted by max5ty

Thanks for taking the time to give us your formula -- interesting and useful.

I also hope you share some more of your experiences in the business.

[Steve The Copywriter]

Another cracking post from Gordon.

I hope he doesn't mind me doing this - but so you can put a quick reminder of his formula next to your computer screen.

Here it is.

The FORMULA:

The Effectiveness of your Attempt - is Equal to the Harmony of the Recipient’s State of Mind - And the Pre - Occupational Interrupter used to Gain Attention

[ewenmack]

Originally Posted by Steve Copywriter

The FORMULA:

The Effectiveness of your Attempt - is Equal to the Harmony of the Recipient’s State of Mind - And the Pre - Occupational Interrupter used to Gain Attention

Good start Steve...can we make it simpler without losing it's power?

I'm thinking of replacing the long words into short ones.

Have it understood by more somehow?

Best,
Ewen

[Steve The Copywriter]

Good point Ewen.

But I think we should ask permission, before posting it, just to make sure Gordon is Ok about doing it.

I just typed out the "original" formula.

Steve

[Don Schenk]

Hey Gordon, as usual - great info. I'll be at your house late tomorrow morning to do a Mr. Spock type Vulcan mind-meld. Don't worry, it won't hurt at all.

Anybody else want to go along?

:-Don

[linda009]

Is it possible to copyright of my threads with formula.

[gjabiz]

Originally Posted by ewenmack

Good start Steve...can we make it simpler without losing it's power?

I'm thinking of replacing the long words into short ones.

Have it understood by more somehow?

Best,
Ewen

Ewen,

It's just another way of saying AIDCAS

Attention
Interest
Desire
Conclusion
Action
SATISFACTION (the part many leave off)

And that can be condensed to AIDA

OR,
PROSPECT, PROMOTON, PRODUCT

You can PPP or RRR or use any, parts of or none of the formula...

It was a reminder to SELF to keep the PERSON...

THE PERSON...

I am trying to sell something to... foremost in my mind when writing copy.

There is always the original formula I was taught...pretty condensed...

SELL BABY SELL.

gjabiz

[John_S]

The Effectiveness of your Attempt to influence or persuade someone remotely is equal to the Harmony between the Recipient’s State of Mind and the Pre-Occupational Interrupter used to gain attention.

Don't run an ad that reads "A Submarine That Can Fly", and then start the first sentence with "Well, we don't actually have a submarine that can fly, but while I have your attention..."

Attention is a little like currency. People who feel cheated for paying attention aren't likely to then pay you money.

Want attention: Show a photo of a person doing a backflip. Want conversions: Immediately explain the way you design your clothing pockets will keep your keys, expensive electronics and your wallet from falling out.