How many times when writing copy do you think “Well, now that I said XYZ, they will understand why they need to buy”?
After all you made it clear, descriptive, vivid.
But will they really get it?
The more I write to persuade and the more I face the fact that we see reality completely differently from each other.
We merely see our interpretation of reality.
Which reinforces the fact that simply saying or writing something doesn’t automatically mean the other person will understand it.
There’s something deeper going on here.
So how can we make it easier for people to “get it”?
We have to hit them on two fronts: the intellectual and the emotional.
Intellectual understanding is knowing you can do it. Emotional understanding is believing you can do it.
Two very different things.
Your prospects can quickly learn that they can reach their goal with your product or service. But do they believe it as well?
This is where all their objections, fears, anxieties, and insecurities come out to play.
It’s your job to address them and make them believe.
Take a look at this example from Prepped Pots:
We can see how they use a combination of social proof, visuals and good copy to make their point and help visitors believe they can actually eat healthy and save time/money (if you want to get the full teardown where I go through my whole methodology, it’s on Youtube).
It’s easy to let laziness or lack of research stop you here. But what you’ll find on the other side is that when people believe they can do it, they will do most of the job of selling themselves for you.
Have a great weekend!
Quote and reflection of the day:
“we strengthen within ourselves the identical things that we strengthen in others”
- David R. Hawkins, Success Is for You
Giving is not only about things or acts. It’s about values and beliefs. Be deliberate about what you share.