Something that helps me write weight loss copy

4 replies
This won't be much of an "Ah ha" for seasoned writers... but it may help some newer writers who are tackling the weight loss niche.

I remember back when I first read Psycho Cybernetics, Dr. Maltz talked a lot about forming mental pictures of your goals.

And I noticed that same trend when I followed Anthony Robbins, he talks about visualizing, making movies come to life in your mind, making them bigger and brighter.

Matt Furey calls it "Theatre of the Mind".

Gary Bencivenga talked about using certain words in the lead of your copy...
starting out your copy with...

"Imagine this...."

or "Picture this...."

And then go on to describe the scenario as vividly as possible.

There's something to be said for it.

I've noticed a lot of my most successful weight loss ads have started out in a similar way... trying to get the reader to immediately picture how life could be better by moving forward with what they're reading.

After all, most of what we do in life, it all starts with a thought. We first "think" about something... and THEN we act on it. We only take action after we've had a thought and FELT an emotion that causes us to take action.

So, I've tried hard to write in a way that gets my prospects imagining USING my stuff to get the results they want.

If your prospects will only take action if they first imagine them doing something in their mind... why not have them start picturing your stuff... and using your stuff... so they get the results they want?

Once they picture themselves buying and using your product or service... and they see themselves enjoying the benefits... THEN they may actually REALLY take action, buy, and get those benefits.

In your sales copy, write in a way so you're able to get your prospect to make vivid pictures and videos of themselves buying your stuff, using it, and then enjoying the results they want.

We all buy stuff in order to get out of pain or to increase pleasure. So, whatever you're selling... write your sales copy so that you let your prospect vividly imagine those things... either solving problems and avoiding pain, or getting benefits that increase pleasure.

You want them to imagine that this could and will truly work for them... and once they start imagining that in their minds... they'll start to feel hope again, and they realize that buying can help them enjoy those feelings for real.

Most marketers fail to create these mental pictures in their copy... and fail to show the reader what their life can be like from using the product or service.

Since they need to FEEL before they buy... write your copy so that the reader can form pictures and scenarios in their mind, that show the benefits they'll get... how they can avoid pain, increase their happiness, and more.

By doing this... you can get them emotionally invested in you and your product... and that can get them to take action and buy.

The thoughts that your copy can trigger may be the one thing that triggers the feelings they need to feel in order to take action and buy.

We ALL take action only after we've felt something. It starts with a thought... and that thought leads to an emotion, and then to action.

If you want your prospect to take action and BUY... you gotta help them form those thoughts/images/videos in their mind of them using your stuff, feeling the wonderful emotions that come with that, and getting the exact results they want.

I know this probably isn't anything new or ground breaking to many of the seasoned copywriters here, but it's something that has helped me write weight loss copy these days, especially with the New Year rush coming up.
#copy #helps #loss #weight #write
  • Profile picture of the author Mark Pescetti
    Originally Posted by shawnlebrun View Post

    And I noticed that same trend when I followed Anthony Robbins, he talks about visualizing, making movies come to life in your mind, making them bigger and brighter.

    Matt Furey calls it "Theatre of the Mind".

    Gary Bencivenga talked about using certain words in the lead of your copy...
    starting out your copy with...

    "Imagine this...."

    or "Picture this...."

    And then go on to describe the scenario as vividly as possible.
    The "mind" is extremely holographic. It can immediately transport you to another place an time - if the suggestion is clear and strong enough.

    For instance...

    If I say, "Picture Alyssa Milano naked," you've probably already got an image in your mind, right?

    Why that example?

    Because your suggestion has to be something people already have a reference for. If they haven't experienced it yet, their "vision" will be met with tons of internal resistance to believing it's possible. Make sense?

    Mark

    P.S. It just occurred to me that the Alyssa Milano example might seem off - if you don't know what she looks like naked. Even though it's easy to imagine, I HAVE seen the goods. But you get the point anyway;-)
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  • Profile picture of the author shawnlebrun
    No Mark, no... it's NOT off. Not at all.

    I grew up with "Who's the Boss" and your example put a nice mental movie in my mind... so thank you!
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  • Profile picture of the author Don Schenk
    If I say, "Picture Alyssa Milano naked," you've probably already got an image in your mind, right?

    Why that example?

    Because your suggestion has to be something people already have a reference for.
    Too funny Mark. I don't watch television - at least not the sitcoms, and had (still have) no idea who Alyssa Milano is/was/might be. I had to go Google her. Hmmmm. Googling her sounds obscene. Might be better than picturing her naked.

    :-Don
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    • Profile picture of the author MrFume
      I had to ask the wife who she was, I never watch that stuff-i only watch Dr Who, Star Trek and the occasional movie...but i got your point, visualizing is essential for evoking an emotional response, and it is emotions that sell, rarely cold logic.
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      The whole basis of what we do as human beings is based on Communication, nothing would be possible otherwise. I work with communication, publishing on the Web, digital media.
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