Ever wonder why one copywriter drives a Bentley and another barely squeaks by?

One is in demand and the other is begging for work?

Sorry, I couldn't hear you - -

You have?

Ok I thought so. So I'll tell you why...

and by the time you finish reading this you're gonna change the way you write copy and put tons of cash in your bank account.

This is a secret so big that only the A List Copywriters know this. Well, most do, a couple of the big dogs do it by instinct. But since most of us need some learnin on it I'll fill you in.

Ever hear the saying "People buy on emotions and justify it with logic?"

Of course you have. If people just bought on logic we wouldn't need advertising.

With advertising we try to get them emotionally involved with our product.

Logic tells them they can buy a $2000.00 car to get around town. We tell them they would look so much better to their friends and family if they bought a $195,000.00 Bentley Batayga.

We sell them the Bentley...go home to our mansion, prop our feet up by the pool and drink a margarita with a little umbrella in it.

So why are you still trying to sell with logic?

What did you say?

Oh, because that's what the copywriting courses taught you?

AIDA. Attention, interest, desire and action?

That's a good formula but the A list copywriters know it's only a small part of the formula.

Some of us use to be pretty bright...we focused on the benefits and not the features...

the guy wants a hole, not a drill bit.

They want to save memories, not pictures.

But wasn't that just using logic?

What where we missing?

Why were the big guys we all read about making serious cash and our campaigns were falling flat?

Answer: Because the top copywriters in the world know how to sell to a persons emotions.

I'll give you a list of some emotions in a minute...but let's take one that's the most common...anger...

since most of the highest paid copywriters in the world deal with either the financial markets or the health markets, I'll use the health markets as an example...

but before I continue let me say this. The dominant emotion a person has (in this case anger) is always pulled by another emotion. Example, anger can lead to the emotion of revenge which can lead to the emotion of satisfaction, etc. One emotion pushes and another pulls them.

So when we design our sales piece we connect with their anger and then have sympathy for their feeling of revenge, and give them a way to satisfy their emotions.

Bob has been taking a supplement for years and now we're gonna tell him there's lawsuits going on from people that take this. We're gonna sympathize with his anger and his feeling of wanting to get revenge. Then we're gonna give him some satisfaction by offering our product. This method works with anything you're selling, I'm only giving an example.

You always hear test, test, test.

Well what do you test?

The headline?

The deck copy?

Opening?

How about testing the emotion you're trying to connect to (this comes with understanding your audience).

Maybe your headline is using anger and you should be using betrayal. Maybe your theme is greed and you should be using revenge.

I know this may seem complicated but it's the real secret behind writing copy that makes sales and copy that falls flat.

When you can feel your prospects emotions, you'll write copy that sells.

Anger
Betrayal
Revenge
Fear
Frustration
Greed
Happiness
Hope
Love/Caring
Passion
Relaxation
Sadness
Security
Shame
Powerlessness
Urgency

If anyone wants more info on this I'll be glad to send you a couple free reports on emotions and how to sell to them.

Thanks for taking the time to read this.

I'm trying to keep this short.

I hope this helps.