People know they’re reading copy, and you’re not trying to hide it. Implicitly, they know you have something to sell them, so they’re expecting a price. But of course you want to position your price as being great value, and a lower price than they were expecting. The way to do this is to stick […]
Category Archives: Business
Copywriting Tip: Use Lingo And Jargon To Build Instant Rapport
We tend to prefer people who are like us; who are “inside” our group. The easiest way to prove that you’re an insider is to use lingo and jargon that your audience would. So, identify your avatar and try to get comfortable using the words they’d use. Don’t force it; be smooth… but prove yourself […]
Copywriting Tip: Use Questions To Draw Your Reader Through The Copy
People hate open loops. They need to close them. People hate loose ends (even though most of our lives are loose ends!) Want an example? Try tapping the well-known “shave-and-a-haircut” and see who finishes. That’s a silly example but it perfectly illustrates the concept of the hatred of open loops. People need to close them. […]
Copywriting Tip: Add A Villain To Your Copy
People need someone to blame. (For proof, refer to all social media interaction.) When we have someone to blame, we feel better about ourselves and the group that we’re in, and we’re more willing to take action to… … make ourselves like our peer group … make ourselves different than our opponents The simplest way […]
“The Business That Can Spend The Most To Acquire A Customer—Wins”
“The business that can spend the most to acquire a customer wins.” – Dan Kennedy This is a quote from Dan Kennedy. I’ve heard it many times in his books, his trainings and from others who quoted him. Most recently I read it again in Russell Brunson’s book Dotcom Secrets (which I was just leafing […]