You can study the greats, hand-write sales letters that converted and utilize all the tricks-of-the-trade that most top copywriters pile on until chickens fly (a significant distance that is…)
…but if you don’t know how to identify and connect with the emotions/circumstances that your target, target, target audience is FEELING… you’re dead in the water, no matter what you do.
So stop doing whatever the hell it is you think you SHOULD be doing… and ask yourself:
How can I more effectively put myself in my prospect’s shoes?
How can I grab their attention by painting a picture that connects with their fears, hopes, sensibilities…
And most importantly,
…Interrupts the “same ****, different day” mentality keeping them locked in experiencing the redundant and unexciting circumstances YOU SOLVE with your product or service?
Because whether you’ve transparently acknowledged it or not…
Every prospect looking at sales copy wants change.
It’s your job to demonstrate you know what they’re feeling to make them read about your solution.
But it’s also your job to describe the change that makes them press the buy button.
I said many times to copywriters that I talk with off the forum that they’re better writers than I am.
And they are better writers.
The reason why I generate conversions for myself and my clients lies more in my ability to connect with people’s emotions, understand their circumstances (that trigger their emotions) and seductively articulate why my solution is the answer to their prayers.
My wife calls me The Mentalist.
Ever seen that show?
The main character is a guy (working as a consultant for the cops) that can immediately sum up the character and psychology of people who may or may not be involved in the crime they’re investigating.
His ability to understand people and their behavior solves more crimes for the CBI Unit than regular, plain old cop work.
He’s so well-attuned to what people are thinking, hiding and scheming that he conducts himself in a smug, cocky, and even arrogant manner.
He’s that good.
You need to be that good too.
And you can get there…
…But not by just studying copywriting books and marketing methods.
You need to understand what makes people tick.
You’ve got to get in people’s heads.
You’ve got to demonstrate you can put yourself in people’s shoes BEFORE your sales copy is ever going to be as effective in generating conversions as you dream about.
You have to prove, in your copy, that you know what your audience is feeling and experiencing if you’ve got any chance in hell to take them to the Promised Land. (You know, buying your product or service.)
You need to study psychology, spirituality, religion, philosophy, NLP, quantum physics, etc., if you’re ever going to know HOW to identify what your audience is thinking, feeling, wanting and capable of believing.
But perhaps even more so,
You need to understand what makes YOU tick.
If you aren’t aware of your own character (including your beliefs, judgments,
mindset and dreams…)
…how the hell are you supposed to expect yourself to see those components in other people?
The bottom line is…
Copywriting skills are just one (important) aspect of being able to put yourself in people’s shoes… and close sales.
You need to become an expert in human nature (yours and other peoples)…
…and then (and only then) will you FINALLY see the kind of conversions you aspire to produce.
I want you to start trying to sum up the people you come into contact with.
It’s not a matter of being right or wrong.
You’ve just got to start thinking in this way so the truth of what your own prospects are feeling can become more and more obvious to you.
P.S. My ability to accurately observe people is a skill I’ve been actively building upon since I was a little boy. It doesn’t happen overnight. But man, it’s an ability that will make you more money than you’ve ever produced before in your entire life. That much I promise you.