It's quite difficult. You can't be too aggressive or passive. Can't be too positive or negative. If you write something in the middle, the copy becomes bland and uninteresting.
It also doesn't help that people who need Loan Modifications are usually hiding. Don't want family, friends or neighbors knowing they are having difficulties. They tend to clam up into their shells rather than looking for help. Usually they wait till the last minute until there can be nothing done about their situation.
In the past, I try to make it the copy light-hearted. But recently, I realized that the copy has to be more motivational and inspiring. It's like asking a turtle to come out of their shell. Basically, I'm writing a copy targeting people who do not want to be found and do not know what loan modification can be a solution to their problem.
If anyone has any thoughts or could point me in the general direction, that would be fantastic. Note, we are under the assumption that I have to make this copy work and cannot move on to another copy. Think as though this is the only offer you can write a copy for and you have to make it work.
Thank you in advance. Excited to hear your ideas.