The Hardest Button to Button
Has you ever asked yourself what makes your ideal customer or client a perfect fit for your solution?
I'm talking about beyond the surface demographic shit.
What makes someone feel like they want (and need) your product or service?
The very first thing you've gotta realize is:
Your ideal customer is already sold - before he or she ever reads a word of your sales letter.
In fact...
Your copy is more likely to turn your target customer off... than close the deal - if you don't already know how deeply people want to take advantage of your offer.
Selling is easy...
...when you understand that all you're doing is pressing buttons;
You're triggering emotion/thoughts that already exists inside of your prospect's heads.
Your copy is just joining the conversation.
Knowing that (and realizing you don't have to reinvent the wheel every time you write copy) will save you tons of over-thinking and analysis-paralysis.
The immortal question is:
"How do I press the buttons that my target prospects are feeling?"
The brilliance is...
There are infinite ways to brand your business, different perspectives to approach your USP and virtually unlimited concepts you can use to execute your vision.
It's not nearly as rigid of a process as it sometimes feels like.
However, the first thing you need to do is shift your beliefs. I'm serious. You're not selling anybody anything. Nope. You're giving people the opportunity to enhance their lives, own a tool to simplify their everyday habits, become more beautiful, grow their business, feel better, experience heightened heath, etc., etc., etc.
And giving your prospects the opportunity to (insert your benefits here) is a three-button approach:
Button 1) Connect with prospect's current circumstances... Your copy has to resonate with how your audience is collectively feeling; it has to merge with their present thought process (i.e. the path of least resistance.) Since you're the authority, write down all of the reasons you created your product in the first place. What problems does your product solve? What circumstances trigger those problems/emotions? World events? Old memories? Deeper desires for something better... different?
Those are the circumstances you'll agitate in the beginning of your letter - grabbing the genuine attention of everyone who instantly relates.
Button 2) Build the consequence... People hate feeling like they've missed out on something. You have to articulate exactly what's on the table - before reaching your offer. What's the big picture appeal of owning your product? This is when you dive into your brand and USP full force. Be specific.
For instance... I'm currently working on copy for a brand new pain-relieving gel. But unlike other gels (or Advil,) it actually heals the cause of pain, while relieving the symptoms. The owner currently focuses on treating symptoms. I pointed out how that's a big mistake - since this is one of the very few products of its kind that penetrates the underlying problem. So the USP is: Treat the symptoms, while healing the cause.
This approach justifies the investment, because other products still require the customer to buy other solutions that deal with the cause (pressing Button 1.) We're saving people time, money, frustration, naturally and organically. And helping them avoid Big Pharma and gut-destroying Ibuprofen.
Button 3) Appeal to people's need for instant gratification... Now that you've built the consequence, you need to instill within your prospects that they can have everything you're promising them RIGHT NOW. You can't let complacency, laziness or naysaying thoughts (limiting beliefs) creep into their heads. Reinforce and activate the consequence of what they'd be leaving on the table (Button 2,) while reminding them that if they want to break free from their current circumstances (Button 1,) they have to take immediate action (Button 3.)
Remember...
Your prospects already want what you've got. You just need to join the conversation already taking place inside their heads, build the consequence and encourage people's natural "gotta have it now" mentality.
Which button is the hardest button to button, for you?
Mark
P.S. Cheers to The White Stripes for the title of this thread.
I'm talking about beyond the surface demographic shit.
What makes someone feel like they want (and need) your product or service?
The very first thing you've gotta realize is:
Your ideal customer is already sold - before he or she ever reads a word of your sales letter.
In fact...
Your copy is more likely to turn your target customer off... than close the deal - if you don't already know how deeply people want to take advantage of your offer.
Selling is easy...
...when you understand that all you're doing is pressing buttons;
You're triggering emotion/thoughts that already exists inside of your prospect's heads.
Your copy is just joining the conversation.
Knowing that (and realizing you don't have to reinvent the wheel every time you write copy) will save you tons of over-thinking and analysis-paralysis.
The immortal question is:
"How do I press the buttons that my target prospects are feeling?"
The brilliance is...
There are infinite ways to brand your business, different perspectives to approach your USP and virtually unlimited concepts you can use to execute your vision.
It's not nearly as rigid of a process as it sometimes feels like.
However, the first thing you need to do is shift your beliefs. I'm serious. You're not selling anybody anything. Nope. You're giving people the opportunity to enhance their lives, own a tool to simplify their everyday habits, become more beautiful, grow their business, feel better, experience heightened heath, etc., etc., etc.
And giving your prospects the opportunity to (insert your benefits here) is a three-button approach:
Button 1) Connect with prospect's current circumstances... Your copy has to resonate with how your audience is collectively feeling; it has to merge with their present thought process (i.e. the path of least resistance.) Since you're the authority, write down all of the reasons you created your product in the first place. What problems does your product solve? What circumstances trigger those problems/emotions? World events? Old memories? Deeper desires for something better... different?
Those are the circumstances you'll agitate in the beginning of your letter - grabbing the genuine attention of everyone who instantly relates.
Button 2) Build the consequence... People hate feeling like they've missed out on something. You have to articulate exactly what's on the table - before reaching your offer. What's the big picture appeal of owning your product? This is when you dive into your brand and USP full force. Be specific.
For instance... I'm currently working on copy for a brand new pain-relieving gel. But unlike other gels (or Advil,) it actually heals the cause of pain, while relieving the symptoms. The owner currently focuses on treating symptoms. I pointed out how that's a big mistake - since this is one of the very few products of its kind that penetrates the underlying problem. So the USP is: Treat the symptoms, while healing the cause.
This approach justifies the investment, because other products still require the customer to buy other solutions that deal with the cause (pressing Button 1.) We're saving people time, money, frustration, naturally and organically. And helping them avoid Big Pharma and gut-destroying Ibuprofen.
Button 3) Appeal to people's need for instant gratification... Now that you've built the consequence, you need to instill within your prospects that they can have everything you're promising them RIGHT NOW. You can't let complacency, laziness or naysaying thoughts (limiting beliefs) creep into their heads. Reinforce and activate the consequence of what they'd be leaving on the table (Button 2,) while reminding them that if they want to break free from their current circumstances (Button 1,) they have to take immediate action (Button 3.)
Remember...
Your prospects already want what you've got. You just need to join the conversation already taking place inside their heads, build the consequence and encourage people's natural "gotta have it now" mentality.
Which button is the hardest button to button, for you?
Mark
P.S. Cheers to The White Stripes for the title of this thread.
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
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
-Andy Warhol
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