Copywriting – It’s All About The People

Copywriting is all about people. You can learn every technique, every trick in the book, but it boils down to what you can do to attract the attention of REAL people.
You can of course give all the facts, but that will not sway people. People aren’t rational or logical. Sure they have those aspects to them but those are not the parts of a person that makes someone buy something.
Think about a store. Placed right before the registers are shelves filled with candy and small items to attract the impulse buyer. It’s the only reason those shelves are there.
Of course online you can’t wave something in front of someone saying “You want this. You need this.” Instead you need to connect with them in a different way.
People are beings of emotion. They buy when they FEEL it will benefit them. If a doubt enters or you throw in too many facts they start to zone out, get bored, and move on.
You have to inspire.
If you’ve ever gotten in to an MLM or even heard their pitch you know they don’t sell their product or service. Instead they sell a dream. A dream that provides freedom and wealth, and solves the dozens of problems everyone has. They sell this dream through testimonials, personal stories which show successful people in their business LIVING that dream.
Stories are inspiring because they touch something deep inside of you, a longing to be that brave, encouragement to continue on, a wish to live as someone else. It beckons you to reach for it, after all if someone like that can accomplish the dream why can’t you?
The truth is there are few willing to go through all of the hardship that creates those successful, and the few who do struggle sometimes for years before they make it. They struggle because that is where you learn and how you grow. It is in these down moments that stories are created.
We’ve all had down moments, times you struggle through to make it. Things that change your life course. Epiphanies.
Look at these moments for the story that will truly reach out and grab people’s attention, then shape that story into something that will make your customers FEEL as if they can do what you did and reach their goals and dreams with your products help.
No one who stays in their comfort zone will succeed. To create waves, you have to get in the water.