Web copy that's intended to sell or generate leads needs to
quickly reach out and grab attention and build rapport with
a target audience. You can connect with your audience more
effectively if you understand something about how people
process information, and how they think.
Every one of us is constantly sorting, distorting, and
generalizing what we perceive, just to stay sane.
As a result, different people see the world differently.
You probably want to appeal to as many of them within your
target market as possible. Here are three simple tips you
can use when it comes to editing your web copy.
1 - An idea can be made to appeal to more people
if it is expressed in both a positive (moving toward),
and a negative (moving away from) fashion.
Look how it's done in this famous lead…
"TWO YEARS FROM NOW, your business could easily be
worth 2.5 to 25 times what it's worth today…
Or you could fall into the list of business also-rans…"
Some people are motivated by the desire for gain, and others
by the fear of loss. With a statement like this, it doesn't
matter which, you're speaking their language either way.
Another great example of this is in the life insurance
industry. Rather than try to force a square peg into a
round whole, the insurance companies came up with the idea
of "cash value". Now the sales pitch could be reframed to
appeal to both types of people. Those that moved toward
pleasure could be sold on the idea of early retirement, and
those that moved away from pain could be sold on the more
traditional idea of income protection.
2 - The second idea is internal versus external frame of
reference. Some people do things because they see
others doing them. Some people want to relate things
to their own experience. The former is impressed by
testimonials and success stories, while the latter is moved
by deductive reasoning, analogy, and metaphor. You
can see this requires two very different kinds of selling.
Here's another way to look at internal versus external
orientation. The internally directed person values a sense
of achievement while the externally directed person values
recognition. Two sides to the same coin.
So you might say in your copy, "Picture the smiles of
appreciation your family will reward you with when they
begin to enjoy the new lifestyle this knowledge can afford
you. Imagine the sense of achievement, and how confident
The first sentence appeals to an external bias, while the
second one targets an internal bias.
3 - And the third tip is to use phrases that appeal to
multiple modes of perception in your copy. Like everyone
else, you perceive the world with a bias toward seeing
(visual), hearing (auditory), or feeling (kinesthetic).
Naturally your copy will reflect this bias. By going back
through it and editing it to include all three biases, you
will connect with more readers.
I am a very visual person, so I might write something like,
"You've got a clear view of it in your mind's eye now,
don't you? Suddenly, it appears you'll make your decision."
I might go back and edit this passage to include a mix of
the modalities. Perhaps..."This is really resonating
(auditory) with you now isn't it? You've grasped
(kinesthetic) all of the important points and you can see
(visual) your choice."
By understanding people's patterns of perception, and how
they view the world, you can make more of them feel
comfortable when they arrive at your website. Your sales
message will click with more buyers, and you'll see more
". . . anywhere is the center of the world."
Black Elk, Sioux Medicine Man
Daniel Levis is a top marketing consultant & direct
response copywriter based in Toronto Canada. Recently,
Daniel & world-renowned publicist & copywriter Joe Vitale
teamed up to co-author "Million Dollar Online Advertising
Strategies - From The Greatest Letter Writer Of The 20th
Century!", a tribute to the late, great Robert Collier.
Let the legendary Robert Collier show you how to write
words that sell...Visit the below site & get 3 FREE Chapters!
Best wishes for your online success!
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