Guest t3 B$, - Compelling Copy NOW...Armed with this knowledge.how ou )or, r..,!the Core Buying...
Transcript of Guest t3 B$, - Compelling Copy NOW...Armed with this knowledge.how ou )or, r..,!the Core Buying...
Armed with this knowledge. how ou )or, r..,!
the Core Buying Complex to move him intoa buying moodl
You use empathy.
Through the power of words that correctlyconvcy empathy you can bond even quick-cr and lasier with your prospcct - when you
know his "language!"
After your prospect has read your promo-
tion's headline (or email subject lines) - he
is norv piqued rvitlt itttcrest (realizing what's
in it for him). Now, they arc on to thc second
most important parl ol' your letter,'offer *your lead.
This is where you havr: to get them hooked,
start hitting hot buttons ( from their Corettuying L()mpL'x) antl make thcttt yotrr ullyup liont.
So whcn the timc comes * and the offer ismade - they immediately resplnd to your
call-to-action. One Ptent power play to ac-
complish this is with qmpathy.
Guest Feature
Move Your Prospect to BoyFasterwith EMPATHY!
EMPATIIY: lmaginutiw ltrrlection o.l' ona'.s
o$'n rroll.trioll.vtess inlo uttother heing.
Webster's Ncw International Dictionary
Beginning marketers (and that goes for inftrmarketers as welll somehow think their prod-
uct or serrice is the most important aspcct oftheir business. Actually the most vital cog in
the markcting rnachinc is your PROSPECT.
And according to Master Marketer Jay Abra-
ham, in thc beginning your prospect is reallynot a prospect (yet)"- no, he is "suspecl." You
see, dcep down yottr
prospect knows Youlr*ant to seParatc himfronr his Inoney - s0
he's on guard"
So what is the bcstway to bond, to reach
him on a deeper lev-
cl. to movc your pros-
pect to take actionwith your offer'l
Well. ture strategy is
ttr creatc a Core Buy-ing Complex ol'whatyour prospcct is rcal-ly all about.
According to mymentor, master copy-rvriter/markctcr MarkFord. a core complcxwill tcll you A LOT ahout your customer and
rvhat kcr:ps hirn up at night. Il's a mattcr ofidentitying three important attributes of yourpr0spect:
Beliefs: What do your prospects hold near
and dear to their hearts'l (Used a lot in fund-
raising and political contributiott uutttputgtts)
Feelings: What arc their fcclings. rvhat rcally
hits thcm in thc gut?
Desires: What do they really, really want?
(seetr in car commercials. niche markets etc.)
Once you take thesc three elements and-com' please note; To practice empathy is nor to f"cl H-]* tr No me-n with the same backgrounds
binc ticm. you can creatc a picrure of vour i;;;;;iie; per*n. but to actu"' i ; :::g ;:l ,il"J.nltt};:ll1"th$: "r'#r?fi:prospect\ buying attitude. person. when you elfectively use cmpathy ffi;;; tt J-p-r"ria*, subscribed to the
,i )
I;TF
I
t3 B$,Gopywriting
BY PETER J. FOGELin r .:rles lcrter. (e-mail, direct nuil, landiur-page))uLi \r - -.,.nection w ith your pJnip"Ii]'t t'y o h'prt'uuct or
service is what the customer wants' then he
probably wants to do business with you'
Of coursc, you havc to prove you're trust-
worthy and present him with strong evidence
that you'll solve his problem- Remember:
People hu1'Jbr cmotittnol rcilsons andiustifi'their purchase vt'ith logic.
How to ApPlr- E,mPathY
No.l - THE STORY
Stories have been
around since the dawn
of time. They draw us
to the person rveaving
the tale. inviting us toput ourselves in thc
protagonist's shows.
An exdellent cxamPlc
is the classic "Two
Young Men" lefter
for the lfall Street
Jaurnal. Since it be-
gan running in 1974,
it has produced morethan $l billion in
sales. It starts
Dear Rcader,
"On q heautifitl lute
spring rlfiernoon, t*'enty-five vears ago.
/lr'o .l'offflIi men graclttated .lrom the sume
college'. Thet'*'ere terv mut'h alike' these
tv,o loung firen".."
'Ihe copywriter, Martin Conroy' goes on totell how these two young men' childhood
tiiends, start out on thcir juurney through litbon similar paths. But something happcncd
that changed their destinations. Both landcdat the'same company. Onc friend ran a smalldepartment at this company. His buddy ended
up president of the compafiy.
..1-
18 l wHERE ENTREPRENEURS Goro succEEDGKIC.COM
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