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Structure Your Copy Exactly The Same Way Your Prospect Processes Information
Much has been said about the importance of speaking with your prospect instead of at him. But not many marketers have ventured into the mechanism to accomplish this feat.
For the purpose of persuading your readers, you –the copy writer– face the challenge of speaking with someone who is not physically present and who can not give you an immediate feedback.
How do you accomplish this feat?
By knowing what’s going on inside your prospect’s mind while he is reading your web page or e-mail. And then feeding him with thoughts, ideas, images and proof, so you can steer his mind in the directions of YOUR desires…
Sound impossible? Not at all. It’s actually as simple as knowing a few, very interesting facts of human psychology. And then apply them to your copy.
First of all, we must keep in mind that your prospect is a human being. Most human beings are self-centred. Many times we’re even selfish. So make sure you structure your copy according to the way his self-centred mind works.
See, in order to keep your reader’s interest, we must understand his thinking process and provide him with the answers to his unspoken questions and satisfy his hunger for meaningful information. Information that is relevant to him!
While reading you webpage, your reader is going to make some demands that need to be satiated. These demands have certain STRUCTURE which we must follow if we are going to satisfy them.
To sum everything up, your reader will make three kinds of demands:
1. Demands for “Benefits”
DEMANDS FOR BENEFITS
Any time your prospect scans a web page or receives information, he’s filtering it subconsciously much in the same way you filter your e-mails.
Inside his mind he’s asking repeatedly…
What’s in it for me? How do I benefit? How’s this guy’s going to help me be happier, wealthier and more successful? What’s in this e-mail or webpage that will help me improve my circumstances? That will help me achieve what I want?
To say it in one sentence. A benefit is anything that makes your customer’s life better by using your product or service.
When your have satisfied his demands for “benefits,” you must move on to satisfy his demands for a “Mechanism…”
DEMANDS FOR MECHANISM
Mechanism is the logical reason why your product will do what you say it does. It answers the second question that pops-up in your prospect’s mind.
How? Tell me HOW? How can I have that?
If you claimed that your product is better than all the rest, tell your readers why is better. If your software is more advanced than all the others in its category, tell your readers what makes it superior. Not just because you claim it is better, but because of…
1. The extra 9,000 man/hours you and your staff spent developing it
2. The superior knowledge of your staff and How this superior knowledge means more quality.
3. Because of the 12 beta sites you created just to “iron out” all bugs and programming errors
4. How the files in this software are “stacked” and streamlined so it doesn’t execute redundant tasks that slows it down
5. And any other “logical” reason you “dig out” that “proves” that your product will behave the way you say
The goal of your copy here –and this is important– is to get your prospect to “agree” and then BELIEVE that the benefits you promised earlier on will actually be delivered by your product.
It is important to stress here that you’re building credibility, not by the use of testimonials and other external “proof,” but rather by the sheer, irrefutable “logic” of your words and the timing of their appearance in your copy. When your prospect is ready to hear and accept them –not before.
This takes us to your reader’s next demand:
SHOW ME!
See, at this moment the distrustful part of him kicks in.
People are positive by nature but procrastinators by habit.
Remember, your prospect has made mistakes in the past. People have misled him before. Maybe a merchant before you, took advantage of him. And he doesn’t want to make another costly ”error.”
What your reader wants –and desperately needs– at this part of your sales copy is… REASSURANCE.
DEMANDS FOR REASSURANCE
Your reader is thinking… “Yes, I want all these wonderful things you promised…Yes! I believe that what you say sounds logic”
“…But wait,” He says, “…before ordering your product, please show me that other people before me bought it… Show me other individuals who have gotten the benefits you are promising me. Prove to me that your company will repair this product if something goes wrong. Please REASSURE ME. Please “SHOW ME.”
This is the time when you must show him the size of your company –literally or figuratively–. And your potential customer will believe you have the “financial muscle” to produce such astonishing technological innovations.
Your copy must make him aware that you’ve been around –1, 5, 10 years. Show him, and he’ll believe your company will also be around to fix a problem –if this product ever breaks down.
Show your customer-to-be how many people have bought it in the past. Give your prospect proof of how many other people “just like him” are using it and how satisfied and delighted they are.
He will believe that if it works for these people, it will work for him as well. Show him your awards, the recognition you’ve gotten from your peers, your lab tests and any other external proof that verifies your claims of performance, and he will actually believe all your claims, purchase your product and hire your services.
There you have it. In order to increase sales this is what you must do…
First of all, focus your copy strategy on the “benefits” your prospect is going to receive.
Second, offer him the “mechanism” that will “logically” provide those benefits.
Third “reassure” him by giving him facts about you and/or your company.
And finally, “eliminate the risk” of him losing his money by giving him a money back guarantee.
Now, you might not be selling products — but services.
It doesn’t matter. Whether you’re selling Vitamins, Exercise Equipment, Flowers, Sophisticated Electronic Equipment, Software, Hardware, Personal Services, Marketing Courses, Real Estate or any other conceivable product or service, this approach works very well because it deals with human behavior and is not attached to a particular commodity, item or service.
Follow the preceding copy writing strategy and you’ll participate in a more engaging “conversation” with your prospect.
Or, if you are not making any sales, incorporate this proven strategy into every web page you design so you can start selling today.
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Copy Writing Discover the secrets of professional Internet copy writers. Learn how to write your own persuasive ads, e-mails, e-zines and sales letters with stopping headlines, emotional body copy, ironclad guarantees and irresistible offers. Get more information at:
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