The Secret to Writing Converting Copy
That's something you've absolutely got to do.
Mark Andrews brought up empathy in a recent post.
And yes...
Feeling empathetic to people's circumstances is something you've absolutely got to do.
Research is crucial.
The amount of ah-ha moments you'll get when you look at the competition's copy...
...and read expert books about your niche (especially when there's a steep learning curve) will give you the practical knowledge you need to come up with original hooks and positioning.
But are those essential aspects enough to write copy that truly, unabashedly resonates with prospects and compels them to buy?
No.
Trying to identify with your prospects isn't enough.
It's too cerebral.
And researching is meant to help you become the expert - so you don't come across like a jabroni.
You've got to become your prospect (in your pursuit to intimately understand their thought process and interrupt their pain with your solution.)
You need to viscerally experience his or her real, everyday worries, hopes, fears and desire for help.
How?
Well...
For one, it helps to take on projects that you really connect with.
For instance...
I'm working on a supplement sales letter.
And it's very easy for me to connect with the ideal prospect's experience because it is something I personally go through and need a solution for.
It's natural for me to reveal the consequences of dealing with a body that doesn't constantly support me in living my life to its fullest...
... including struggling with work and not being present in my relationships when I'm unwell.
When a potential client approaches me...
The first thing I ask myself is: Is this an experience I've had... and would I want this solution?
If I'm not sure, it's a no.
I only pursue talking with potential clients who stimulate emotion inside of me.
I need to feel the excitement for their solution - because of knowing its value from my own experience.
Does that make sense?
Look...
We all have different circumstances.
Stop.
Really take a look at where you experience hardships in your own life.
The secret to writing converting copy, especially when you're in your first 5 years of being a professional product or service slinger, is to take on projects that resonate with YOUR experience.
Then...
You have to be willing to dive into your own emotions and agitate your own pain to really start sincerely connecting with prospects.
In other words...
Your unique life experience is an asset to prospects who sell solutions that match your own needs, wants and desires.
Take the time to know what those "assets" are.
Those assets will tell you the people you'll help the most.
Mark Pescetti
P.S. Yup, I'm writing this dribble on Christmas.
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Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More
Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.
Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.
Direct Response Copywriting
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The Secret To Success In Any Business
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We Bring Business to Business
Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More
Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.
We Bring Business to Business
Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More
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