The Primary Purpose for 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’.