One of the more useful phrases in a copywriting toolbox is…
“It gets worse.”
If you see any of my sales letters or videos, you’ll notice I use this phrase almost all the time.
Why is it so useful?
Think of your copy as an emotional rollercoaster ride.
Of course, you start off with something impressionable.
Something that gets their attention.
From there, where do you go?
Well, according to AIDA, the next thing to do is build some interest.
So how do you do that?
There are multiple ways. And after you’ve exhausted the interest building and BEFORE you start building desire, emotionally it’s time to drop the bomb:
“It gets worse.”
Done right, your reader’s heart drops and their eyes are riveted to whatever you have to say next.
This is exactly what you want.
And all you have to do, is make sure whatever you say next delivers on the implicit promise of it being really bad.
Now is there another way to use this phrase?
Yes and it’s even better. You can use it in your calls to action.
Next time you write a call to action, try this phrase:
“If You Don’t Do Anything, It Just Gets Worse.”
What you’re doing is anticipating them considering doing nothing.
They’re going down the road of ambivalence.
So you’ve got to shut that line of thinking down.
So you drop the bomb and reveal the consequences of doing nothing.
“Please don’t ignore the subtle signs of diabetes. If you do, it just gets worse. You start to experience painful neuropathy… and foot ulcers… and if you really ignore it, you might have to someday amputate a foot or a leg…”
Now that’s a little over the top, but you get the idea.
“It gets worse” creates that emotional “Uh oh”… they’re waiting for the other foot to drop.
So try it next time and see what happens in terms of conversions.
And if you don’t, it just gets worse…