Recently, I wrote some copy for him that spent a significant amount of time \u201ctwisting the knife\u201d, emphasizing the pain points.<\/p>\n
I can be rather ruthless about the pain, but I ease into it rather slowly and methodically so I don\u2019t scare prospects off, kinda like an American Horror Story<\/em> episode.<\/p>\n Of course, I don\u2019t want to leave readers in pain, so I shift to \u201cpainting the dream\u201d when talking about the benefits of the product.<\/p>\n At the height of painting the dream, I future pace like nobody\u2019s business.<\/p>\n I want prospects to fully appreciate how their lives could be literally transformed by the product.<\/p>\n It took awhile, but I finally got done writing the copy and sent my client the Google Doc of it.<\/p>\n Surprisingly, it came back with more than a few comments.<\/p>\n Now, I don\u2019t mind comments, in fact, I encourage them.<\/p>\n I want the copy to sing and I believe collaboration to be integral to success.<\/strong><\/p>\n We\u2019re in this together.<\/p>\n In other words, it ain\u2019t about me or what I want. I don\u2019t have an ego in this.<\/p>\n So I start reading the comments and basically, my client doesn\u2019t like the pain elements.<\/p>\n \u201cIt\u2019s too negative, Matt.\u201d<\/em><\/p>\n So I have a conversation with him and it\u2019s not that I twisted the knife too much.<\/p>\n It\u2019s that I twisted the knife – AT ALL!<\/strong><\/p>\n My client ONLY wants to focus on the pleasure side of the persuasion equation.<\/p>\n Not the pain. Can\u2019t have any pain.<\/p>\n And I save my little Google Docs file because I think we\u2019re gonna need it later.<\/p>\n And I do a massive rewrite on the copy, focusing only on the benefits.<\/p>\n (I\u2019m getting paid a generous % of the sale so it behooves me to do so.)<\/p>\n The new copy is always positive. Forever optimistic. All pleasure, no pain.<\/p>\n My client LOVES the copy.<\/p>\n \u201cIt\u2019s the best copy I\u2019ve ever seen.\u201d<\/em> he says.<\/p>\n Shows it to his staff. They all love it.<\/p>\n So they run with it and guess what happens?<\/p>\n It\u2019s a spectacular, flaming dud. Like one of Elon Musk\u2019s SpaceX explosions.<\/strong><\/p>\n “WTF just happened?\u201d<\/em> my client laments.<\/p>\n We had a long talk. I\u2019d be lying if I didn\u2019t say I was sad it happened.<\/p>\n At the end of it, I dusted off my twist-the-knife copy and my client grudgingly agreed to test it. Just once.<\/p>\n And low and behold, it converts. Not just good, but great.<\/p>\n \u201cWTF just happened?!\u201d<\/em> my client exclaims. He\u2019s so happy.<\/p>\n I had a facts-of-life conversation with him.<\/p>\n \u201cPeople are drawn to you because of your optimism. No doubt. But people are motivated to buy from you\u2026 to trust you specifically\u2026 not because you\u2019re a great, optimistic guy, but because they have a problem in their life they believe you and ONLY you can solve.<\/strong><\/em><\/p>\n That\u2019s how I positioned you and their problem. We have to twist the knife to motivate them to action.\u201d<\/em><\/p><\/blockquote>\n It was a teaching moment as they say and the experience cemented our relationship.<\/p>\n Pleasure is awesome. Like you, I love it when I can steer people to a solution. BUT\u2026<\/p>\n We need to make the problem evident, painful, and the need to fix it, immediate.<\/p>\n There are lots of ways to do it. Stories. PAS formula. Etc.<\/p>\n But it always needs to be done IF you want to make a sale.<\/p>\n Talk soon,<\/p>\n Matt<\/p>\n P.S.<\/strong> If you\u2019d like me to review your copy, hit me up.<\/p>\n","protected":false},"excerpt":{"rendered":" I have a client who is eternally optimistic. He\u2019s not annoyingly so, but it\u2019s clear to me being optimistic is a part of his personality. It\u2019s not manufactured. It\u2019s just an admirable quirk of his. And he\u2019s in the personal development space, so it works for him. However, this was a character trait that did […]<\/p>\n","protected":false},"author":2,"featured_media":5842,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts\/5846"}],"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\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/comments?post=5846"}],"version-history":[{"count":2,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts\/5846\/revisions"}],"predecessor-version":[{"id":5850,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts\/5846\/revisions\/5850"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/media\/5842"}],"wp:attachment":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/media?parent=5846"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/categories?post=5846"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/tags?post=5846"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/conversiongods.com\/wp-content\/uploads\/2024\/02\/rocket-300x300.gif\")
<\/p>\n