The ‘Primary Purpose’ of Writing Sales Copy
Nobody talks about it. Yet it’s a must for boosting response and should be the “Primary Purpose” of all your Sales Copy…
A lot of master copywriters will say the “Primary Purpose” of your ad is to:
”Grab attention.” They are dead wrong!
First, grabbing attention is only good if you grab the right attention
from the real buyers that make up your market.
Then at best - it’s only “a” reason. It is NOT the “Primary Purpose”.
Neither is “Offering a solution“.
Or educating the reader with all the reasons they should choose you
over the competition.
Even proving all your claims falls short of this primary purpose.
Now don’t get me wrong - all are incredibly important.
But I have proven time after time - test after test - your “Primary Purpose”
is to…
Understand - Empathize - and Emotionally Connect.
In this day in age we are all so jaded by the standard sales message that tells
us how great we are.
We need to FEEL it - your prospects need to FEEL it!
This is the MOST important element to thread through your sales copy.
I know for sure that when your prospect “feels” it, they BUY.
This goes beyond the traditional sales message… past the building of rapport.
It’s deeper - much deeper.
Although there are many ways to accomplish this, here are two tips:
1) Stop trying to solve people’s problems in your day to day life. Listen -
just listen! Be with them - be “in the moment.”
Let them know they’re heard - understood. Doing so will internalize what
true empathy means. Do it long enough and you’ll begin to write with
true empathy.
Quick note: True empathy is a matter of feeling how other people feel without
actually going through the problem/situation yourself.
2) Get your hands on every ad you can from Brian Keith Voiles… he’s brilliant
at threading empathy throughout his letters.
In fact, Brian and I are the only two that talk about empathy. In my 12 week copy coaching program I spend a great deal of time explaining how to use this valuable tool to emotionally connect with anybody you choose.
Get your chance to be part of a free upcoming teleseminar where I discuss with John Manley the importance of being ‘unique’ as a copywriter — and how this can assure you a steady income. Even through this ‘recession’.
Tags: connect with your reader, Copy, copywriting, empathy in sales copy