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The "Void"

by DanSharp
2 replies
John Carlton talks about "controlling the void" in your copy... using phrases like the ShamWow guy's "you know the Germans make good stuff" to bring your prospect's roiling mass of misconceptions and fear over to your side.

Here's what I think is actually going on.

By connecting your pitch to what your prospect ALREADY KNEW, you're assuring him "look, I'm not just making all this up." Because, let's face it, you could be. Until you link yourself to the bigger world the prospect knows, there's always a nagging fear all this slick pitch is pure fiction.

It doesn't have to be a factual reference, it can also be a human nature thing. Explaining, "here's how I make a profit" so they understand why you're seemingly giving them something for nothing, for example.
#void
  • Profile picture of the author Ross Bowring
    German engineering = GOOD

    Chinese manufacturing = BAD

    You look for opportunities to contextualize your product within these binary ways people make sense of the world.

    --- Ross
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  • Profile picture of the author Alex Cohen
    Originally Posted by DanSharp View Post

    John Carlton talks about "controlling the void" in your copy... using phrases like the ShamWow guy's "you know the Germans make good stuff" to bring your prospect's roiling mass of misconceptions and fear over to your side.

    Here's what I think is actually going on.

    By connecting your pitch to what your prospect ALREADY KNEW, you're assuring him "look, I'm not just making all this up." Because, let's face it, you could be. Until you link yourself to the bigger world the prospect knows, there's always a nagging fear all this slick pitch is pure fiction.

    It doesn't have to be a factual reference, it can also be a human nature thing. Explaining, "here's how I make a profit" so they understand why you're seemingly giving them something for nothing, for example.
    Yes, using conventional wisdom helps you connect with the reader for sure.

    Another good one is, "You get what you pay for." Great when trying to overcome a price objection.

    Alex
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