{"id":4868,"date":"2020-05-21T10:47:09","date_gmt":"2020-05-21T10:47:09","guid":{"rendered":"https:\/\/conversiongods.com\/it-gets-worse\/"},"modified":"2021-07-06T18:51:06","modified_gmt":"2021-07-06T17:51:06","slug":"it-gets-worse","status":"publish","type":"post","link":"https:\/\/conversiongods.com\/it-gets-worse\/","title":{"rendered":"It gets worse&#8230;"},"content":{"rendered":"\r\n\r\n\r\n<p><strong>\u201cIt gets worse.\u201d<\/strong><\/p>\r\n\r\n\r\n\r\n<p>If you see any of my sales letters or videos, you\u2019ll notice I use this phrase\u00a0<strong>almost all the time.<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Why is it so useful?<\/p>\r\n\r\n\r\n\r\n<p><strong>Think of your copy as an emotional rollercoaster ride.<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Of course, you start off with something impressionable.<\/p>\r\n\r\n\r\n\r\n<p>Something that gets their attention.<\/p>\r\n\r\n\r\n\r\n<p>From there, where do you go?<\/p>\r\n\r\n\r\n\r\n<p>Well, according to AIDA, the next thing to do is build some interest.<\/p>\r\n\r\n\r\n\r\n<p>So how do you do that?<\/p>\r\n\r\n\r\n\r\n<p>There are multiple ways. And after you\u2019ve exhausted the interest building and BEFORE you start building desire,<strong>\u00a0emotionally it\u2019s time to drop the bomb:<\/strong><\/p>\r\n\r\n\r\n\r\n<p><strong>\u201cIt gets worse.\u201d<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Done right, your reader\u2019s heart drops and their eyes are riveted to whatever you have to say next.<\/p>\r\n\r\n\r\n\r\n<p>This is exactly what you want.<\/p>\r\n\r\n\r\n\r\n<p>And all you have to do, is\u00a0<strong>make sure whatever you say next delivers on the implicit promise of it being really bad.<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Now is there another way to use this phrase?<\/p>\r\n\r\n\r\n\r\n<p>Yes and it\u2019s even better. You can use it in your calls to action.<\/p>\r\n\r\n\r\n\r\n<p>Next time you write a call to action, try this phrase:<\/p>\r\n\r\n\r\n\r\n<p><strong>\u201cIf You Don\u2019t Do Anything, It Just Gets Worse.\u201d<\/strong><br \/><br \/>What you\u2019re doing is anticipating them considering doing nothing.<\/p>\r\n\r\n\r\n\r\n<p>They\u2019re going down the road of ambivalence.<br \/><br \/>So you\u2019ve got to shut that line of thinking down.<br \/><br \/>So you drop the bomb and reveal the consequences of doing nothing.<br \/><br \/>For instance:<\/p>\r\n\r\n\r\n\r\n<p><em>\u201cPlease don\u2019t ignore the subtle signs of diabetes. If you do, it just gets worse. You start to experience painful neuropathy&#8230; and foot ulcers&#8230; and if you really ignore it, you might have to someday amputate a foot or a leg&#8230;\u201d<\/em><br \/><br \/>Now that\u2019s a little over the top, but you get the idea.<br \/><br \/>\u201cIt gets worse\u201d creates that emotional \u201cUh oh\u201d&#8230; they\u2019re waiting for the other foot to drop.<br \/><br \/>So try it next time and see what happens in terms of conversions.<br \/><br \/>And if you don\u2019t, it just gets worse&#8230;<br \/><br \/>j\/k<br \/><br \/>Talk soon,<\/p>\r\n\r\n\r\n\r\n<p>Matt<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>\u201cIt gets worse.\u201d If you see any of my sales letters or videos, you\u2019ll notice I use this phrase\u00a0almost 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? [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":5468,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[63,36,297],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts\/4868"}],"collection":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/comments?post=4868"}],"version-history":[{"count":0,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts\/4868\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/media\/5468"}],"wp:attachment":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/media?parent=4868"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/categories?post=4868"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/tags?post=4868"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}