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HYPNOTIC ARGUMENTS THAT EASILY SEDUCE
Copywriting is, simply put, the study of the human ego. And,
believe it or not, there's more to writing a sales letter than
word choice, readability, grammar, spelling, sentence structure,
guarantees, and even those overly exaggerated testimonials of
yours.
Look... if you've read more than two or three articles on the
subject of copywriting, you know all about "Features =
Benefits", "Power Words", and every copywriting formula ever
created. If you haven't, here are a few places you'll want to
check out later on...
Joe Vitale's Copywriting Profit Center
http://www.mrfire.com/profitcenter.html
David Garfinkel's Results-Driven Marketing
http://www.davidgarfinkel.com/
Copywriting Articles http://www.webprozone.com/copywriting.html
Forget AIDA -- Think M.A.G.I.C.
http://www.webprozone.com/articles/000148.html
## THREE TYPES OF PERSONALITIES
One of the most powerful copywriting tactics you can use is the
segmentation of the human personality. Before you write your
sales letter, you must know your audience. That's a given. But
this tactic goes beyond that...
Here's how it works:
To put it plainly, there are three types of people: commanders,
thinkers, and visualizers. Each of them will respond varyingly
to different arguments. There are exceptions, of course, and
oftentimes it's difficult to determine what type of person
you're dealing with -- especially if you are selling a product
online, where you cannot see or speak with your potential
customer.
Some arguments resonate well with all three types. Take, for
example the "Features = Benefits" approach. Instead of simply
rattling off what your product can do, you must tell your
prospect how it will benefit him or her specifically. This
tactic works best with visualizers -- but is important when
dealing with all types of people.
Sad as it may seem, other arguments will only work well with one
type or the other. Say you decide to try selling something to a
thinker with promises of a quick & easy, visually appealing
product. Guess what? They'll tell you to shove it down your
throat.
Human OriginsThe issue of human evolution going back at least 9,000,000 (nine million) years and .....
Wouldn't you just love to shove it down THEIR throat? Here's how:
## THE COMMANDER
Commanders are leaders. Jobs occupied by commanders are
generally management level positions, ranging from Project
Director to CEO. They value a strong handshake, and for the most
part, have a husky, dominating physique.
Words most commonly used by commanders are physical in nature.
Here are a few good examples: tackle, power, feel, sense, grasp,
touch, people, and team.
When I think of a commander, I think of my high school hockey
coach. Although he wasn't a very husky guy, he could shoot a
puck at 100+ miles per hour, shatter Plexiglas with a strong
check (yes, he actually did this once) and, most importantly, he
made an honest to god team out of a bunch of punk kids. That is
what a commander does.
Top arguments to win over a commander include: strength,
durability, years in business, proven and time tested product,
and famous clients/founder. Using phrases like, "Your
competitors are..." "I/We can handle (tackle) the toughest
assignments..." and "Your team will like..." are sure to win
them over.
## THE THINKER
The name itself is self-defining. Thinkers are intellectuals:
CFOs, scientists, programmers, accountants... the list goes on.
A few favorite words in a thinker's vocabulary include: think
(go figure, eh?), sounds, understand, numbers, sense, prove,
know, and reason.
The most effective arguments when dealing with a thinker
include: best future results (this works well for all types of
people), logical design, clever, unique design, and endorsement
by experts. Here are a few example phrases you can use on a
thinker: "It sounds like you need..." "Here are the numbers..."
"There are several steps to the solution. First..." and "Here
are the reasons behind..."
## THE VISUALIZER
There are more visualizers in this world than commanders and
thinkers combined. Visualizers take on a variety of jobs, but
enjoy those which allow them to "get creative" more than
anything. For the most part, they have an abstract, visual, and
"quick & easy" mindset. Words most often used by visualizers
are: show, see, look, visualize, picture, watch, perspective,
perception, quick, fast, immediate, easy, and instant.
Explaining how the features of your product or service will
benefit your customer works well with all types of people, but
is most effective with the visualizers. Other powerful arguments
you should use when appealing to the visualizer include: best
looking design, quick and easy, and cosmetic appeal (visually
dramatic presentation). Some phrases you should use are: "I can
visualize the problem you have..." "Here's a quick overview..."
"The solution is simple and easy with our..." "It looks like you
need..."
## APPEALING TO THEM ALL
In the real world, salespeople have the advantage of meeting
their customer in person. The Internet is a very different
place, however, meaning that unless you sell a service or
big-ticket items online, you probably won't be communicating
with your customer until after the purchase has been made. You
will be unable to pick up on key words and phrases, which help
you to determine what type of individual you are dealing with.
Because of this, you must effectively combine all forms of
persuasion, to create a winning sales letter, which will appeal
to commanders, thinkers, and visualizers alike.
In order to accomplish such a task, you'll need to determine
which arguments work with the most people. The following
arguments do well with just about everyone:- Clear Features = Clear Benefits (MOST IMPORTANT) - Strength,
Durability, Toughness - Best Future Results - Years In Business
- Famous Clients/Founder - Proven & Time-Tested Product
Use lots of those arguments, and be sure to work in as many
others as you can think of. Get creative with the process too,
or you'll risk being just like everybody else. Now -- get out
there and make yourself some money!
About the author:
Charles Lewis invites you to join him in e-success by
subscribing to his weekly newsletter, "The Cre@tive Marketer".
Subscribe today, and receive a free copy of the time tested,
proven Internet marketing strategy guide that could teach a
chimpanzee how to start an online business. See
http://www.webprozone.com/creative.html for more info.
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