Introducing "Spiritual Copywriting..."

[procopywriter]

Hello Fellow Warriors:

I’ve been off the forum for nearly three months now. But I haven’t been idle. (Though you could say I was “hiding in a cave!”)

I took a much-needed spiritual hiatus. I did very little client work. I didn’t promote my business. Instead, for two solid months, I maintained an awareness of meditation, prayer, contemplation, and study.

I’d never done that before—not to that extent, anyway. And it was the most transformative experience of my life. It was a time of renewal, transformation, and revelation.

But about my business and chosen profession, my mind was silent. Then it happened:

Epiphany.

I suddenly had a new message to share with the world.

I call it “Spiritual Copywriting.”

Words have spiritual power. And I’m not just talking about “woo woo” spirituality here. I’m talking about the power of words to attract... or repel... your ideal prospect.

The key to “Attraction” in print is what I call the “Divine Trinity” of Spiritual Marketing Principles: Integrity, Empathy, & Authenticity.

You see, hyped-up, manipulative sales letters only appeal to the most unsophisticated of wide-eyed, get-rich-quick types. People are skeptical these days, and jaded. That’s why you suffer from ultra-low response rates.

The skeptical, jaded buyer isn’t convinced by your “bold promise” and over-the-top claims. He's not moved by your fake urgency and “used car salesman” approach.

But he IS moved by Integrity, Empathy, & Authenticity.

Words are the keys to wealth. But not hyped-up, manipulative words... and not dry, boring words, either.

Only words with Integrity, Empathy, & Authenticity.

Integrity forms copy with intention...

Empathy creates copy with connection...

Authenticity produces copy with attraction...

Why are these principles so important? And more to the point, how can they boost your response rates?

Well... every sales course on the planet acknowledges this simple fact: before a buyer hands over his cash, he must feel he knows, likes, and trusts you.

The “Divine Trinity” focuses on this know/like/trust bond...

Integrity builds trust. Empathy creates like. Authenticity allows the reader to get to know you.

And thus know/like/trust is fulfilled.

The real “secret” to getting breakthrough response rates is not found in a “trick-of-the-trade” or “covert tactic”. It’s not found in a gimmick. It’s not found in the latest copywriting course a particular guru might be selling. (Though you can certainly learn from the right courses.)

It is found in knowing the fundamentals... and infusing your copy with Integrity, Empathy, & Authenticity.

(That’s enough for one post. More specifics to come...)

[Paul McQuillan]

I always love your posts Joshua. Do you teach those mad skills of yours?

[talewins]

That's a good cave you have there. You should rent it out. Good thoughts coming out too. When you bring forth more specifics please give us one on generating new traffic to match the new presentations, and you might mention turnaround time for those switching from one kind of focus to another. I'd appreciate it.

[megaresp]

Originally Posted by procopywriter

The skeptical, jaded buyer isn’t convinced by your “bold promise” and over-the-top claims. He's not moved by your fake urgency and “used car salesman” approach.

Excellent post

[WCA]

I love it. I wish I could afford to take 2 months for spiritual reflection and meditation. I have no doubt I would come out on the other side with incredible insights as well.

[Jon Steel]

J,

Emotion and enthusiasm are powerful selling factors to ANY sales message. If you don't stand behind your product - who will? And I feel sometimes people think "HYPE" is just overemotional power words. Well, the truth is: sometimes it is and sometimes it isn't. "Hype" is actually too much emotional copy with not enough logical copy. Its that simple...

However, what people fail to realize is this: because people read and think in images - a good sales letter must stimulate their imagination. This is done best by using trigger words with EXPLOSIVE emotional impact. Not to completely tear down what you are saying - but trigger marketing has been working for years, so why fight it?

The truth is - a sales message can be loaded emotion and logic or mixed with "spiritual copywriting elements" but if the product doesn't appeal to your prospect's basic needs - you're not going to sell a d@mn thing...

js

[procopywriter]

Hi Jon,

Thanks for your post.

"Spiritual Copywriting" is about the spiritual power of words to attract attention, make the connection, elicit emotion, arouse desire, and move to action.

It is grounded in Empathy, Integrity, and Authenticity.

Emotion is a spiritual force, and it's entirely necessary and appropriate to use strong verbs and "trigger words" that have an emotional connection built-in. This is part of using language to create a stronger, more persuasive impact.

Part of Empathy is understanding that your prospect buys for emotional reasons. (But needs logical reasons to back up and support the emotional decision.) But Empathy is also understanding your prospect, being sensitive to his "pain points", and forging a deep connection with him (rather than losing him to skepticism).

The trend in IM--particularly among novice copywriters--is to WAY overdo the emotional impact by using words that lose all credibility. ("Sucks up cash like a vacuum cleaner on steroids", etc.) When you lose credibility, you lose rapport, you lose the connection, and you ultimately lose the sale.

Here's something many don't realize...

If you have to use multiple exclamation points, all caps, and liberal yellow highlighting, you're trying to artificially create emotion instead selecting words that carry their own power.

Here's a rule of thumb: if a statement (or headline) isn't powerful enough WITHOUT an exclamation point, an exclamation point isn't going to add anything to it. In fact, if a statement sounds a bit over the top, I'll deliberately NOT use an exclamation point... which ironically makes it even more powerful.

Here's another tip for creating emotion without resorting to hyped up words...

Desires are rooted in emotion. If you can tap into a deep-seated desire, it WILL be emotional without having to try too hard. We talk about benefit-oriented copy. A benefit is basically a satisfied desire. And our prospects are experiencing the pain of UNsatisfied desires: frustration, anxiety, loneliness, irritation, etc. Promise to alleviate that pain, and you've struck an emotional nerve.

Here's another tip...

Empathy and Integrity (& Authenticity for that matter) is also about being careful of the promises you make. Too much copy WAY over-promises. It touts (and shouts) the best possible outcome. Which leads to a lot of very skeptical non-buyers... and very disappointed buyers.

Ironically, UNDER-promising (then over-delivering) adds credibility... fulfills Integrity & Authenticity... and creates a deeper bond of trust. As you well know, the prospect must know, like, and TRUST before buying... and that's what Spiritual Copy does.

Ultimately--based on my experience and my mentor, Shaune Clarke--it dramatically boosts response rates.

Hype of all forms simply puts up walls of skepticism, and lowers response--except perhaps for get-rich-quick types who eat up the hype.

[cato]

Aaron, I really like your style!!!

[Paul McQuillan]

I signed up with Spiritual Copywriting and I have received some great insight so far. With so many "copywriters" using over the top copy tricks, this stuff feels good.

I got an offer that was presented so well I literally did not even think about doing it or not... I'M IN! I barley even read any his website

Joshua's writing style is one of my favorites (Makepeace and Carlton are in the conversation, that's how good it is). Joshua has impeccable conversational skills in copy.

If you have not checked into Spiritual Marketing, you should


Paul

[procopywriter]

Originally Posted by Onslaught

I signed up with Spiritual Copywriting and I have received some great insight so far. With so many "copywriters" using over the top copy tricks, this stuff feels good.

I got an offer that was presented so well I literally did not even think about doing it or not... I'M IN! I barley even read any his website

Joshua's writing style is one of my favorites (Makepeace and Carlton are in the conversation, that's how good it is). Joshua has impeccable conversational skills in copy.

If you have not checked into Spiritual Marketing, you should


Paul

Thank you to all of you who posted kind words. I'm blushing!

I think I have a few years to go before I can be compared to Clayton or Carlton, though. I'm still young (almost 34)... check back in about 10 years!

Aaron

[Naysie78]

Hi

I love the idea of a Spiritual Copywriter! Subconsciously, I'm one too. I'm a junior copywriter (as in paid work) but have been doing it intuitively for years without realising it!

I'm really looking forward to hearing more from you

[MyOnlineSuccess]

Interesting way of looking at copywriting and here's what I would like to add.

First of all the hyped-up type salesletter you are referring to never sells anyway. I think it's just inexperienced copywriters thinking that that's the way they need to do it.

What you've been talking about is mainly what I believe all the best copywriters have been talking about since forever and that is to connect with your prospects.

Frank Kern actually talkes a lot about the ideas you've been talking about. Empathy really does create the "likeability factor" and building trust is probably the most important way to sell without selling.

[procopywriter]

Originally Posted by MyOnlineSuccess

Interesting way of looking at copywriting and here's what I would like to add.

First of all the hyped-up type salesletter you are referring to never sells anyway. I think it's just inexperienced copywriters thinking that that's the way they need to do it.

What you've been talking about is mainly what I believe all the best copywriters have been talking about since forever and that is to connect with your prospects.

Frank Kern actually talkes a lot about the ideas you've been talking about. Empathy really does create the "likeability factor" and building trust is probably the most important way to sell without selling.

You’re absolutely right. The best copywriters know exactly what I’m talking about, and teach it themselves.

But Spiritual Copywriting is more than just technique—though that’s part of it.

It is a philosophy... and a mindset.

It is recognizing that words are born of thoughts, which are the true expressions of our current condition and state.

It says in Scripture, “A good man brings forth good from the good treasure stored in his heart... for the mouth speaks from that which fills the heart.”

In other words, our words are born of our thoughts. And our thoughts are a reflection of who we are being.

It is our thoughts... and by extension our words... that create our lives. The quality of your words determine the quality of your life.

So in order to write a more persuasive message, you must BE in a place of Empathy, Integrity, & Authenticity. These are more than qualities... they are STATES of being.

When you are not in the right STATE, your words will inevitably and unintentionally reflect that lower state... and you’ll fail to connect, fail to persuade, and fail to move to action.

Believe me... I know from experience! You can only write from what’s in your mind.

One thing I teach is something called “The Pattern.” The Pattern is the archetype for success at business and marketing.

It goes like this...

Two thousand years ago, mankind was in desperate need of a spiritual awakening. They were in bondage, held by chains created by their own mind. They were in pain, and in desperate need of a solution.

But salvation couldn’t come from just anyone selling “awakening”. It had to come from the right person. It had to come from a Christ.

Without becoming the Christ, Jesus of Nazareth would have been just another insurgent to die on a cross. But because he BECAME who he was meant and destined to become—because of his level of Empathy, Integrity, & Authenticity—he has since become the source of spiritual awakening for billions of people on the planet.

That is “The Pattern”. It doesn’t matter what your religious beliefs are, the deeper truth is expressed in “The Pattern.”

You see, marketing and selling (and copywriting) is never about WHAT you sell.

It is first and foremost about the prospect. His needs, desires, hopes, dreams, problems, emotions, etc.

Then... it is about who you ARE as a person. Your level of Empathy, Integrity, & Authenticity. Whether you’re THE ONE to solve the problem, meet the need, or fulfill the desire.

Only then is it about HOW you can solve the problem, meet the need, or fulfill the desire.

It is never about WHAT you sell.

Follow “The Pattern”... and you’ll find success in business... marketing... copywriting... whatever you aspire to.

Try to buck the pattern by focusing on selling a THING, and you’ll pay the karmic consequences—usually (though not always) in the form of a lower bank balance.

That, in a nutshell, is Spiritual Copywriting. As far as I know, I'm the only one talking about it from this angle.

[mrjasonser]

Hi Joshua,
I couldn't agree more. The business world and internet especially is flooded with over-hype messages that makes me really really tired. I always felt that sooner or later, there will be more and more people getting all kind of mental illness from all this
over loud, over exposed messages. There use to be a time where I will really read
sales copies. Now it just turns me off real quick. Is not the length that matters but
what matters for the heart and soul.

I believe you are on the pioneer for this change or shift of marketing but won't be
the only one. Count me in as another "partner" if you will accept.

Cheers
Jason Ser

[procopywriter]

Originally Posted by mrjasonser

Count me in as another "partner" if you will accept.

Cheers
Jason Ser

Absolutely! I'm grateful for the positive response I've been getting with this message. It really strikes a chord for many people... and I have to give God credit where credit is due. It's time for this message. I was simply the one listening when it came.

Aaron