The Power of Vulnerability in Copy (Video)

Have you ever acknowledged when you KNOW you're in an abrasive conversation... that's going nowhere!

Or a conversation where you just CAN'T connect -- no matter what you say or do... and your message just gets completely lost?

That's exactly what happens in most sales presentations;

The message gets lost... and simply fails to connect or make an impact.

And thus...

It doesn't convert.

Leaving you at a loss.

"Man, I put everything I have into this VSL! Why the eff doesn't it convert?!?!"

We've all been there. And it SUCKS!

So ask yourself:

"How can I INSTANTLY 'change the conversation'... and establish an INSTANT connection with my ideal prospect?"

And the answer is...

Vulnerability.

Think about this:

A lot of copy "talks down" to prospects. It's SO easy to accidentally do. (I'm doing it a little bit right now. But I'm not talking down. I just care too much. And so it might come across as being heavy-handed. Make sense?)

And when copy has that Talking Down Effect, prospects don't feel your sincerity.

Instead, they feel judged.

Again, it's easy to do.

As a copywriter...

I've written over a hundred different campaigns... in virtually every major niche. And I still struggle with NOT coming across like I'm talking down. That's sort of the negative side of being passionate about what you're selling or writing about.

And what does judgment do?

It creates distance between people, right?

It "accidentally" pushes them away...

Which is why lots of campaigns deal with really high bounce rates.

Because the copy fails to connect, oftentimes due to "the wrong tone." (Which can FEEL elitist to the audience.)

Don't get me wrong...

"Talking down" is far from the ONLY reason a campaign misses the mark. I mean, there are so many nuances is producing a high-converting control. However, this ONE THING can literally make or break your campaign's success; vulnerability matters THAT much.

Okay, now...

Imagine that in-person conversation again; the one where the friction is palpable.

Then imagine yourself revealing something that makes you utterly exposed... or vulnerable.

Can you see it in your mind's eye?

Again... ask yourself:

"What happens when I'm vulnerable, like telling the person I'm talking with something very personal about myself?

It instantly closes the gap in your disconnection, right?

And in a heartbeat, it has the power to completely change the "vibe" of your conversation.

Well...

You can do that in your sales copy too.

It's all about knowing what some of the BIG objections are...

And leveraging your story... or the stories of people you've helped... to create vulnerability... AND LET YOUR PROSPECTS IN!

Here's the catch:

You can't make it up.

I mean, you can. But come on!

There's so much authenticity within you... and available to you... at a moment's notice.

In other words...

If your story can't address and overcome a big objection...

Then GIVE AWAY your product or service to people who NEED it...

And hold their hands, while you compile some amazing stories.

Again, here's the catch...

You have to genuinely help them... and ALWAYS come from that intention.

If you can do that;

If you can spend a month helping people with your solution, keeping in close contact with them... and getting their stories...

You'll have an arsenal of content that can create the vulnerability your campaign absolutely requires to convert.

I have some more to say about it in the video below.

Mark Pescetti

https://www.youtube.com/watch?v=ea2K...ature=youtu.be