When writing copy for products and services designed to help someone do X, the best persuasive tactic is to re-sell them on the dream.
In other words, whenever prospects got into X in the first place, they did so because they had bought into a dream. For instance, most people take up blogging because they buy into the dream of blogging: be able to put their “voice” out into the world and finding an appreciative, receptive audience that not only tweats, re-tweats, comments on, and forwards their posts, but also finding financial benefit through that same audience buying their books, come to their conferences, etc. That’s the dream most people are chasing when they start up a blog.
Needless to say, the reality frequently falls short of the dream. And the frustration at the gap is where the incentive to buy comes in.
So if you’re selling a service to help people with their blogging, you not only want to sell the prospect on the service, but also re-sell them on the dream. More specifically, you want to sell them on the ability of your service to help them re-capture the dream.
Because they already bought into the dream once, and they haven’t yet given up on it (they’re still X–ing, aren’t they?), and nothing is easier than selling someone on the dream they’ve already bought into. Doesn’t matter what the dream was, and it doesn’t matter what industry you’re in; the easiest sale you’ll ever make is selling the prospect on the dream they’ve already dreamt.
Jonathan Morrow’s new product BoostBlogTraffic.com is a perfect example of that. Check out the product announcement over at Copyblogger and see for yourself. What’s Jonathan doing for the first 2/3rds of the copy? Invoking the frustrations and dream-reality gap involved in blogging, and then re-selling the blogging dream, baby!
- So what dream where your prospects chasing whenever they got into your market?
- Are you minding (and mining) the gap between the dream and the prospect’s current reality?
- Does your copy re-kindle the dream?