Once you know what your reader’s “hot-buttons” are, you’re one or two steps away from being able to hand your client’s what they want…
And much more importantly “How” to move them where they want to be (or where you want them to be)—Keep your personal ethics in mind while using this! The reason for this is simply because people imagine in their minds what would get them motivated to “Buy”.
All too often I have spoken with colleagues…especially in the fields of psychotherapy and coaching who can “sell” to ONLY one person-THEMSELVES!
Now granted, selling yourself an idea (maybe a weight-loss diet?) is an invaluable skill.
It could save your life.
But…
You’re reading this to make your writing more persuasive or at the very least to learn from a couple guys who have spent countless hours learning the craft. If you’re really interested in knowing what is going to peak your reader’s attention and get them right where you want them…
you need to know exactly what is going to get their adrenalin pumping—meeting or even mentioning your reader’s criteria WILL DO JUST THAT.
Just to get definitions out of the way, criteria is “What’s in it for them”—it’s what is driving your customer’s behavior AND it can the GIANT lever for your influence.
And bascically…your reader or customer may NOT even be aware of what their criteria are…
Yet, it can be the most powerful thing you MUST know about your prospect.
Here’s the generic example:
I’ve had the opportunity to work with MANY client’s who have wanted to lose weight.
Often times I simply ask them, “What’s important to you about losing weight?”
They may say, “I’d be healthy!”…or…”I won’t have to worry about getting sick!”
That’s good to know, isn’t it? If I was in the weight-loss business or selling a diet product, that would be an easy sell.
From here you might ask, “What’s important about being healthy?”…And they may say, “I would be FREE!” or “I wouldn’t have to worry ever again!”
Oh…FREEDOM may be one of those nice levers for your influence, isn’t it?
If you’re asking these questions live and the person’s face doesn’t LIGHT-UP…that’s not it. If it does, you’re on the right track.
For copywriting, you need to know your reader…it’s that simple.
So here goes…
Exercise:
With a partner or friend, pick some goal or something they want to have happen in the future…
Ask them…”What’s important about ( )?”
Next…Ask them…”What’s important about (answer above)?”
Try this within with 20-30 people over the next week until it is completely intuitive. Notice how it changes the way you think about copywriting and influence.
What difference does knowing a person’s criteria make?
Cheers!
