Novice copywriters write this way.
- You’re worried about..
- You can’t…
- You hate that…
- You wish…
- You feel like crap because…
It’s fine for beginners.
Shows they understand pain points.
But the truth is there’s subtle psychology at play when they use language like this.
And it’s costing them sales.
Those are the avatar’s pain points, right?
Why would it cost sales?
A few days ago a Facebook friend of mine asked me to give his VSL a quick once over and let him know if there’s anything he could improve.
I don’t normally do this but I have a feeling he’ll hire me soon, so I obliged.
Took me all of 5 minutes.
Here’s the feedback I sent him.
I shared it with my CopySkills™ members first but it’s too important to keep behind a paywall.
That’s why you’re reading this now.
Here are 4 tips to get better customers with your copy.
1. The bad stuff happened to me, the good stuff happens to you
When you make proclamations about the reader’s state, negative in particular, it’s easy for them to say no and stop reading/watching.
“Actually, no, I don’t feel like that. This guy doesn’t know what he’s talking about.” ** Smashes back button **
Put the negative state on writer and the positive state on the reader.
“I felt bad, so after trying x, y, z I discovered a, b, c and now I feel better. How’d you like to feel blah blah too.”
You can also talk about the pain points your customers experience from the perspective of clients.
“Nabeel felt all this bad stuff and so…”
The prospect will identify with the client, “he’s just like me.”
And if you want to use proclamations, you can.
But push them further down the page.
You have to wait until you’ve built some credibility and they start to trust you.
Wait until they’ve read/watched some of it and are committed to watching more.
2. Promise to remove pain and you’ll attract low-vibe customers
When you focus on the pain and the ‘what’ you attract low-vibe people.
Low-vibe people want quick-fixes and don’t want to do the work.
When you focus on the pleasure and the ‘how’ you attract high-vibe people.
If you’re selling a product that requires work on the part of the customer, you want high-vibe people.
Low-vibe buyers become high-vibe state buyers when they hit rock bottom and finally decide to change their lives.
So if you sell to the high-vibes the low-vibes will eventually come along.
3. Set expectations at the beginning
You have to get and keep their attention.
And you have mere seconds to do it.
The first 10-30 seconds should set expectations for the rest of the VSL.
”In the next 5 minutes I’m going to show you how you can x, y, z.”
The same applies to text.
My new copy cub Veronica is writing an article for me and we’re working the introduction.
It’s a common tendency for novice copywriters to waffle, also called “clearing your throat.“
I taught her the “yes set.“ Here, let me demonstrate.
What’s your answer when you read the following?
“Do you want to get clients without getting on sales calls or sending proposals? How about delivering client work without meetings or revisions? By the time you’re done reading this, you’ll know how to…“
Btw, this is a resource we’re creating for CopySkills™.
Our paid members will get access to it first.
Then we might open it up to the public.
4. Sprinkle social proof everywhere
You have mere seconds to establish credibility with your reader.
Don’t wait until the end to show social proof and client transformations.
Pepper them throughout your copy, starting near the beginning.
Bonus tip #1: engineering not art
To write a piece of copy that converts, the words you use are important.
But you know what’s more important than that?
You have to know how to construct a sales argument in a way that gets them to read until the end and buy along the way.
Bonus tip #2: better vs. more
If you care about building a brand and don’t want to feel bad about the way you sell, seek better customers over more customers.
Low-vibe buyers look for magic pills, refund at a higher rate and tend not to become testimonials because they don’t do what it takes to get results.
High-vibe buyers are the exact opposite.
Want to master your craft and get better clients?
This is the type of coaching you’ll find inside CopySkills™ on a daily basis.
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