1 Simple "Mind Hack" for Writing Stronger Copy

I was doing some copywriting coaching over the weekend and I thought I'd pass this tip on. It's actually sort of a "mind hack."

After a few attempts, the person I was coaching’s copy was still weak. Uncompelling. He was getting discouraged.

This person had a Client who was selling a $67 online info-product.

Here's what I had this person do:

I asked him "What would happen if I told you we were making a small change. The product's no longer $67. It's the same product, but it's now $6700. Would you write the piece any differently?"

He answered "Absolutely. I'd really have to sell hard!"

And I said "Ok, go ahead. Unleash. Give it everything you've got. THAT'S the piece you want to write. Can you do that?"

"You bet!" he replied.

He came back a day later with his first piece totally revamped. Much stronger copy. Far clearer and more compelling. After reading it, I felt as though he could have written indefinitely about how great the product was.

It was a breakthrough for him.

When something has a higher price, we naturally believe the product has more value, higher quality, more benefits. More of everything, actually.

In our mind, we unconsciously make the product bigger, heavier, more necessary to the customer. We attribute more reasons the prospect has to have it.

Try it. Next time you're struggling getting the best out of yourself when it comes time to write copy, just multiply the price by 100 in your head and see what happens.

-Rick Duris

PS: What’s interesting is with this technique while you end up romancing the product more, you don't go down the road of unnecessarily inserting superlatives, hype and “power words.”