[What I Learned] Day Two: Make People Feel Good

Welcome back to another day of "What I Learned Today." In this series of
articles, I'm going to focus on an aspect of marketing, copywriting or life
in general, each and every day. And I'm going to take these aspects
directly from my life and my work, as it goes by, day to day.

From these articles - I hope to remind you of tips, tricks and techniques
you can use in your life, to increase your income. (Or simply become a
happier person)

And I hope to better my own skill set, and my own life, by sharing my
insights with such an intelligent, highly trained audience as the Warrior
Forum. Most important of all, you. :-)

Now that everyone's caught up to speed, here's today's topic:

>> TODAY'S TOPIC: "Make People Feel Good"

What if you loved and honestly cared about your prospect?

What if you opened your heart to your prospect and honestly said, "I know
you can hurt me, especially by rejecting my proposal, but I'm going to love
and to trust you, no matter what. I'm going to look out for your best
interests, instead of my own. And I'm going to protect your ego, your self
image and your identity, because I would never attack someone I love."

What kind of effect do you think that would have on people?

In my experience, the effect is quite large. And it pays off.

Of course, starting with fear in your letter is a commonly used technique.
But let's not forget it's a technique. A short one, at that. The overweight
young adult needs only a sentence to remind her of her insecurities.

Simply say: "How many times have you walked back out of the changing
room, wearing the same clothes you went in with? Then slowly walked
back to the rack to find a larger size..."

Any more is insensitive. It's assaulting her ego. And while it MAY result in
an increase in sales... Why wouldn't you quickly shift focus to the reasons
it's not her fault? Protect her. Love her. Care about her.

And make her feel better about her situation. Try saying something like:
"It's nothing to be ashamed of. The healthiest food is food you cook,
yourself. And who has the time to cook, anymore? Not to mention how
hard it is to shop for ingredients... When there are full meals, ready to
eat, in every aisle of the grocery store..."

Why the shift? And what's the point here? It's very simple:

People like people who make them feel good.

Think about your friends. Do any of them make you feel "bad", on a regular
basis? If there are - ditch them as quickly as possible. Because they're
nothing but poison in your life.

And deep down, you know it.

Even if you go along with their abuse, and "laugh at yourself"... There's
a part of you that wants to rebel. To show them who's boss. To make
THEM look like the idiot, one time.

Now, why would you want your prospects feeling this way, about you?

Long term customers come from long term care. Long term respect.
Especially in a society where respect is practically non-existent. And
on the Internet - the least respectful place ever invented.

The whole idea of "giving value" relates back to this idea of creating
"relationships" with your customers. The GOAL was to act like their
loving Uncle who always bought them the best Christmas presents.

Instead...

Most copywriters "gave," expecting to receive. Some marketers knew
how to make you feel good... Guys like Frank Kern, who have loads
of charm and charisma...

... But most act like men buying dinner and gifts for a woman they just
met. Yeah, it's a nice gesture. However, she knows you simply want to
get into her pants. It's giving, with intent to take.

And your customers will PUNISH you for this, in the long term.

Joe Karbo referred to writing "Love Letters" to his customers. And for
ANYONE who hasn't read his book, you need to pick up a copy on Amazon,
right now. It's titled: The Lazy Man's Way To Riches. And between his
take on Psycho Cybernetics and the education about marketing...

... Woo boy, that's one hell of a book.

I apologize that this post is much less linear than the last. So I'll sum up
the main shift I'd like you to make, in one sentence:

Instead Of Wondering How I Can Make My Prospect... My Customer...
Feel Afraid, Nervous, Anxious, Angry....

Instead Of Wondering How I Can Tear Down My Friend's... My
Colleague's.... Ideas, Ego, Arrogance....

Instead Of Trying To Place MYSELF And MY MESSAGE At The Focal
Point Of My Sales Material, Or Even My Life...

... How Can I Make YOU Feel As Good About Your Self, Your Situation,
And Your POTENTIAL As Possible?

Yeah, I went to "Huge Ass Sentence Academy" ;-)

Here's how I use this shift in thinking in my business ventures:

--> With Auto-Responders: Long, Content Driven Emails. Yeah, short
Frank Kern emails get more clicks. But over time, your long, content heavy
emails will drive more sales.

Especially when your personality is a loving, caring one. Answer reader
questions, and tell them how much you're in their corner. Let them know
your products are your BEST TRY to "look out" for them, as much as
possible.

And let them know they can have WHATEVER success they want in life,
simply by reading your emails. You won't hold back any punches. However,
if they want to get better FASTER and to HIGHER LEVELS than OTHERS...

... Well, go buy my ****. And I'll walk you through success, on an even
higher, quicker level. :-)

--> With Launches: Contests And Content. Offer ways for your guys to
be special, to you. Let them know how awesome they're doing, by opting
in to your landing page.

Give them content that actually FIXES some problem in their life, instead
of just teasing at a solution. Or holding an ace up your sleeve.

And keep your "product reveal" to the last day or two. Position this entire
event as something you're doing for them. To show them you care.

--> With Each Other: Post Feedback & Critiques. Let's be honest, here,
we're a sensitive bunch. If we weren't, how could we tap into the desires,
wants and needs of another person?

(I believe Claude Hopkins said it first. So don't quote me on that ;-)

This also means that we take criticism as an attack on ourSELVES, instead
of our WORK. And only a select few writers can see the difference. They're
usually the grizzled old veterans with millions in controls. And a few harsh
words can't shake their self image.

For the rest of us - The road to "respect" (especially on the Internet) is
simply loving and giving more than attacking. Check the popular guys
on this forum. Every one of them is kind.

They give great advice, but they're not too "harsh" on the writer.
Mr. Subtle used to be one of my favorite examples. I'm not sure if he's
on here or not...

Before this gets too long, the point is simple: Start making the person
you're writing to feel as good and as important as possible. Flattery is an
incredibly powerful tool.

And if you have to "beat her down," remember, her ego is fragile. She
knows her pain - don't worry. She obsesses over it.

Why don't you focus on all the ways you can break her free of it?

Till tomorrow,

- HR

PS. Want to suggest a topic? Post a post below.

Gonna keep doing these things, anyways... You might as well learn what
you want to learn from them ;-)

PPS. Also - I think it would be fun to do a critique a week. So feel free
to drop a link to a sales page or email.

Maybe I can help you learn, and keep improving for the future :-)

PPPS. Finally, how can I improve?

What can I do, to help you get more from these posts?

Let me know, and I'll work all the changes in, as we go along.