Great Copywriting is about connection

7 replies
A little over a year ago I was watching a Dan Kennedy course on advanced copywriting for information marketers. It's a short presentation but I pulled out so many gems for boosting response from it and I figured I share it with some fellow warriors.

During the event he said something that stood out to.

He SAID "great copy is about connection"

I don't know why but it stuck out. I've also noticed that a lot of the other most successful copywriters talk about connection too.

Eben Pagan said the most valuable business skill is the ability to empathize with someone.

In Frank Kern's Mass Control course he talks about the importance of empathy.

Jon Benson says the key to VSL is rapport, which is really just another way of saying connection.

Here's what I've found, whenever I have spent more time empathize with the prospect response has increased.

And it makes sense think about the times in your life when you've made a buying decision of information. I know a lot of my purchases have been made when I have said this person is like just like me.

And if you're like I was before I learned this "secret" then you probably don't spend a lot of time in your conversion material on making a connection.

But I urge you to give it a try. I think you'll be pleasantly surprised at just how much your response will jump.

Also what are some ways that you use to better connect with you readers in your sales copy?
#connection #copywriting #great
  • Profile picture of the author Ken Hoffman
    Yes, critical to establish rapport with the prospect in your opening especially. And there are several other items along with that...expanding your headline promise, building your credibililty, establishing trust, and beginning to flesh out your big idea.

    Rapport is not going to happen in a short-copy place. It happens in the sales letter, follow up emails sent after they opt in. But it's not going to happen in an opt in page or squeeze page.

    Just wanted to clarify because you mentioned conversion in the same context as rapport.
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  • Profile picture of the author JstewartPiBR
    Well said! I too agree with you that with quality copywriting service you can stay connected with a large number of people across the globe. It is through content you are actually spreading your messages to the rest of the world.
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  • Profile picture of the author Lewis Doe
    I agree with a lot of the points above. Very good info in that post.
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  • Profile picture of the author Warrior Roy
    Mike Cowles, Mike Carraway, James Francis, Charles Kirkland, and Keith Dougherty all say that in order for your business to maximize its profitability, you have to build relationships with your prospects and buyers (especially in the IM niche).

    Charles goes on to say you need to engage your prospects in every part of your marketing, all the way down to your opt-in boxes.
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  • Profile picture of the author The Marketeer
    Yes, the connection aspect of marketing or copywriting is very important.

    In one of his recent newletters Drayton Bird recently spoke about this.

    He quoted a study into the reasons why people bought a certain type of car.

    Let me start by asking you what made you buy the last three new products or services you tried. While you're thinking, here's a hint.

    A while ago, Buick paid Cap Gemini Ernst & Young to ask people what made them buy their last new car. Obviously people were influenced by more than one thing, but here are the answers:

    • Car firms always spend a lot - maybe most - of their budget on TV. Only 17% of people said that influenced their decision.
    • 26% said it was something they saw on the internet. I'll lay heavy odds that figure would be higher now.
    • But here it gets really interesting. 48% said they were swayed by direct mail from dealers - hardly the most imaginative material you'll ever see.
    • But that wasn't the most effective motivator. Because ...
    Wait for it....

    • 71% said they were most swayed by word of mouth. A friend suggested something to them.
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  • Profile picture of the author Mark Andrews
    Originally Posted by MikeMarin View Post

    ...what are some ways that you use to better connect with you readers in your sales copy?
    Answered previously...

    Mark Andrews
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  • Its actually a bit of a shame that as humans, we don't make the effort to do this, as an entire race, as much as we do as copywriters.

    There has been a focus in the last 6 or so years on trying to be more accepting, more empathetic, more understanding, and just KINDER to each other over-all.

    I think given I was brought up this way by my father, who was one tree hug away from being a hippy, it's always made me a naturally better writer, in sales, but also creatively, and it makes me a better person.

    Maybe as writers, the communicators of the world, we can work on this as a group to not only improve our work and our bottom line, but our personalities.

    Thanks for the great post. I'm pleased I got to contribute to this thread.
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