Copywriting – The RIGHT Way To Get People’s Interest

People only ever buy for their reasons – not ours.
We give them all the details, benefits and compelling reasons to buy with an irresistible offer, and put a time limit on it. Proving beyond doubt everything we say. Helped with glorious testimonials from delighted customers. Backed up with a long no questions asked guarantee.
Then we ask them to buy.
And around 94% say “No” – based on a 6% conversion which is OK, but not fantastic.
So why are there so many “No’s?”
Because we asked them to buy for all our reasons.
Think of it like a circle. On the outside is the what. Inside that is the how, and at the very center is the WHY.
Most people work from the outside of the circle in, but the truly inspiring communicators the ones that know exactly WHY they do something speak differently. They work from the inside, from their WHY. In fact they do this with such passion that people ache to be part of it and jump on board. People don’t buy what you have, they buy Why you’re doing it.
If these people were like the rest of the world they’d come straight out and tell you all about their product and it’s features then ask “Do you want to buy?” but that isn’t how they do things. They share their dream, their why, and people who agree with their why make it their own and buy everything they have. They don’t do it for you, or their neighbor. They do it for themselves.
The truly great copywriters understand that they aren’t selling a system to make money, or a way to get trim. They are selling a dream and it isn’t their dream. Writing sales copy isn’t about you. It is all about the people you are serving and what they want.
Sure you can go through and tell everyone how great your product is and you will likely get a few buyers, or you can ignite within them a passion, a dream of their own and see your system or product in the hands of more than the few.
Usually people forget what they are actually selling.
You aren’t selling E-Books. You are selling an escape from the 9-5 job.
You aren’t a workout. You’re selling the fantastic body they always dreamed of.
Always ASK “What am I REALLY selling?”
People may or may not believe what they are told but never doubt what they conclude.
So, you’ve got to make sure customers absolutely believe it is their decision to buy.
Which is why I always say something along the lines of-
“It’s your decision that counts…”
“Thanks for reading this Ad but now it’s entirely up to you…”
“I hope I’ve proven all the benefits… but now you’ll decide”
“All that matters is your decision….”
And so on. There are stacks of ways to do this.
Just make sure the customer knows they have all the power (everybody needs to feel a sense of power – so, it’s one of the most compelling things you can give to customers)