Issue #8: Contemporary appeal
What appeals to a user more than his/her contemporary environment?
That’s what the following phrases denote.
‘If you’re reading this, chances are…’
‘I’m willing to betcha that you’ve tried product x and product y, with no results…’
‘By reading this far, there’s no way you’re not interested in this opportunity…’
Ever read similar in salesletters?
As a fellow wordsmith, I’m sure you’d have used this technique extensively, especially during the introduction and before revealing the price. Of course, this is to do one of the following:
1.Building rapport (resonance)
2.Time sensitivity
3.The ‘authority’ factor in the six factors of persuasion (being led by an authority to a certain result)
Inspired by a comment written on Youtube, as follows:
1.You’re reading my comment
2.Now you’re saying/thinking that’s a stupid fact.
4.You didn’t notice I skipped 3.
5.You’re checking it now.
6.You’re smiling.
7.You’re still reading my comment.
8.You know all you have read is true.
10. You didn’t notice that I skipped 9.
11.You’re checking it now.
12. You didn’t notice there are only 10 facts.
The psychology of REDIRECTION. Small deviations along your concentration line is what copywriters use, through anecdotes, facts, real life demonstrations, testimonials, etc. to convey and successful pitch their products to match the needs of an audience.
As pointed out by so many writing courses, your job is to LEAD a suspect (shows initial interest in what you have to say), and convert them into a prospect (further pique their curiosity with the finer details), then finally into a customer of a low end product (sale!).
Ladies and gentlemen, THAT is the key to writing a successful copy.
Challenge. Thrive. Succeed.
Mark Aldrich.