November 23rd 2011.
It’s a sultry Wednesday afternoon here and there has been a storm brewing for hours. The heaviness of the humidity is sapping the life out of me and I feel like climbing into the hammock and having a snooze. However there is a thought nagging away in the corner of my mind and I need to purge it so that I can relax.
You see a few hours ago I got a phone call from my wife. She was all wound up with excitement about a new smart phone app. In her enthusiasm to tell me all about it she had forgotten the title of it or perhaps she never actually knew it, but that was beside the point.
The point was she really wanted to tell me about it.
I got to thinking about how she communicated her thoughts and even though she was on the phone I could tell she was quite animated. Her words were coming out rapid fire and I don’t think she even drew a breath. Her excitement was permeating the atmosphere even though I was 20km away.
It was then that I realised there is a great parallel here to writing Emotional Direct Response copy.
You see the advantage of a verbal conversation is that by using tonal inflections in your voice you can convey a huge amount of emotion even before you select the words to use.
This is where using the written word often falls down. Copywriters know how to avoid this and it is most likely this magic skill that propels them to be so sought after.
Words placed in the correct sequence with power and poise command interaction and draw the reader into the story. It is a craft that can be learned and is what a copywriter hones to perfection.
Connecting with your audience is a tricky and obstacle filled path. You need to reach the listener/reader with absolute clarity, merging your thoughts with theirs and conjuring up ideas in their minds as if they thought of them. This is typically referred to as entering the conversation already happening inside their head.
Once you have grabbed their attention, you carry them along on the journey leading them to the conclusion they have already made and confirming their thoughts as you lead. Because you know their desires you are simply filling in the gaps, bringing them to the point they wanted to reach but giving them a short cut.
They are feeling great. You are solving their problems and giving them license to go ahead. All they can do is follow. Each step just answers another objection which empowers them even more. Every word is infused with meaning and tweaks their interest a little more than the last.
The ultimate goal here is to provide them with enough reasons to buy that they can’t help themselves.
My wife was at this point when she phoned me and the deal was done before I had any interaction at all. What a great deal it was too and how proud was I when she showed me all the possibilities. Oops I digressed, more on that in another post.
So here’s the thing.
If you are a student of Emotional Direct Response copywriting I know you see what I am getting at here but if you’re not, you would do well to inform yourself of this style of communication. It is useful in so many areas and done correctly can spice the motivation to fever pitch.
There is no other more important investment a business owner can do for their business than become aware of and practice the art known as Emotional Direct Response. You will nail more sales and actually underwrite your own fortune.
Here’s a couple of free tips.
- Request the contact details (ie. Name, Address, Phone and Email) of every person who buys from you and keep these details for further marketing campaigns. You can use your writing skills to build the relationship and strengthen the reasons why they should return to you and buy again.
- People who have purchased from you in the past already have a level of trust in you. This credibility provides you with an opportunity to gather testimonials. And nothing improves credibility like references from people who like you.
There are two fundamental rules that will build your business without exception:-
- The money is in the list.
- There is absolutely no substitute for marketing.