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Convert more people with compassion...

by Quality Copywriter
8 replies
Want to convert more?
Look for the compassion in your copy.

The evidence that you really care...That you understand. People buy when they feel understood.
#compassion #convert #people
  • Profile picture of the author max5ty
    Originally Posted by Quality Copywriter View Post

    Want to convert more?
    Look for the compassion in your copy.

    The evidence that you really care...That you understand. People buy when they feel understood.
    You may not be able to understand all the people, but it's important that the people feel you completely understand their problem.

    Every time someone buys something it's to solve a problem. They're bored, they're fat, they're lonely, they're looking for a vacation spot, etc., etc.

    I understand what you're saying, but I've always thought it was more important to solve a problem and let all the different types or people with all the different personalities find their answer in your solution.

    Not sure, but I think I did a post once about this.

    Thanks for the discussion.
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  • Profile picture of the author Steve The Copywriter
    ….personal thought…

    I've never quite bought into the idea about banging on and on and on about the "problem."

    As in the Problem - Agitate it (100 fold) because the prospect IS acutely aware of it (that's WHY they are reading the epic masterpiece).

    So compassion and understanding works much better - and then da da present the perfect solution.

    Makes more sense doesn't it?


    Steve
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    • Profile picture of the author Gandolfo85
      Good tip!

      Also you can insert here & there more common words which match his/her struggles/stuckness and then gradually lift them up without going to fast and too extreme.
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  • Profile picture of the author Raydal
    Originally Posted by Quality Copywriter View Post

    Want to convert more?
    Look for the compassion in your copy.

    The evidence that you really care...That you understand. People buy when they feel understood.
    Then how do you explain the success of the Rich Jerk?

    -Ray Edwards
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    • Profile picture of the author Princess Balestra
      Everyone got a hole needs fillin'.

      Only thing gonna fit most holes is a hole-shaped lumpa stuff.

      So you gotta figure on pourin' water till everythin's leveled off and there are no bubbles.

      Bruce Lee said sumthin' similar about crushin' villains.
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    • Profile picture of the author shawnlebrun
      Originally Posted by Raydal View Post

      Then how do you explain the success of the Rich Jerk?

      -Ray Edwards
      Honestly Ray, I think the market and niche has a lot to do with the approach.

      For some reason, we grow up thinking that to make money and be good in business,
      we gotta be hard asses, and "put one over on that sucker" and "eat their lunch"
      and "play to win" and "crush the competition" and on and on....

      When it comes to money, if the prospect has an inkling this jerk can truly help
      them... they don't care if they're called dummy, dumb ass, jerk, etc... they just
      want the damn information.

      I just think the IM/biz opp/make money crowd is an entirely different monster... many of them will buy just about anything. Even in cases where you just KNOW damn well that it's too good to be true, and you want to shake them and say "NO!!!"

      But they still buy.

      So, I think it's a matter of the market... I've seen every approach known to man work with the MMO/biz opp niche.

      The funny thing is, is when I see people use the "Rich Jerk" approach in markets that call for compassion and empathy.

      I kid you not, I had a client contact me one day to ask me why his fitness product wasn't selling.

      I took one look at it, and it was a complete rip off of the Rich Jerk... but it was geared towards weight loss!!

      Uh... duh!

      People don't want to be called "fat asses" or "you're fat because you're lazy" or "put down the cookies tubby"

      But that's what this obvious amateur marketer was trying to do, emulate the success of the Rich Jerk in the weight loss market.

      Total no-no.

      You start calling women "lard butts" or tell them to "put a lock on your fridge"... you're done.

      Like John Carlton says in Kick Ass Secrets... women break down sobbing into the arms of Richard Simmons... because finally, someone understands them.

      In my experience, compassion and empathy works really well in the health and wellness niche.

      If someone is going through a problem with their confidence and self-esteem, I try to be compassionate and empathetic, and put myself in their shoes and try to see how hard it can be.

      But with MMO/biz opp/IM... again, I think you're dealing with a total different animal where people don't care if you call them a dick, if you can make them rich... they'll let you call them anything.

      I write a lot for the stock market, binary options, forex, etc... and often times, I don't really pile on the compassion and empathy, I just pile on the proof, numbers, and income.

      They're not as caring about knowing you "understand how you feel, and hey, it's not your fault"

      They're more thinking "show me the money, show me the charts, show me the entry and exit points, show me the trade, show me how much profit I'm getting, etc..

      So yeah, good point about the Rich Jerk... I just think it's a market by market case.

      If you can make me rich, feel free to call me any name in the book.

      But if I'm trying to lose weight and you call me fat ass... them there are fightin words....
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      • Profile picture of the author Raydal
        Originally Posted by shawnlebrun View Post

        Honestly Ray, I think the market and niche has a lot to do with the approach.
        Great post Shawn!

        The market will inform your approach for sure. Also in "take away selling"
        and "intimidation" we are really using the tough approach in the sale letter
        itself, but this comes at the end when we may lose the sale otherwise.
        So in any market there is a place to be "tough" in the persuasion process.

        I am also wondering if in the Rich Jerk approach readers don't hear an echo
        of their mothers? You know a mother would say, "Don't go in the road
        and play otherwise if you are hit by a car I'm not rushing to the hospital
        with you." Deep down inside you know that she would be the first one
        to call 911 and be at the hospital with you.

        -Ray Edwards
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      • Profile picture of the author Quality Copywriter
        Re 'the rich jerk;

        the humor is is what makes it work.

        when he says he does not care about you and that you are an idiot...it's done with buckets of humor so the customer does not take it seriously.

        And there is empathy there if you look.

        he talks a lot about other Gurus who don't know anything and lead u down the garden path.

        this is pacing the customer's experience and their beliefs.

        also you assume the rich jerk had nothing at one stage,

        he also represents the dream the customers are after...albiet in an extreme way
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