Revealed… Your Prospects’ Belief Ceiling
Revealed… Your Prospects’ Belief Ceiling
Here’s a fascinating little copywriting nugget you can use to boost the response to your ads.
This nugget is namely this:
As people we have different viewpoints on the amount of money we have the potential to earn.
To one type of person £1 million is a lot of money. And totally out of their reach in their lifetime. Unless they were to win the lottery.
Yet to another person £1 million is simply a number. A target to get to, a goal to achieve. Definitely achievable under the right circumstances with the right vehicle.
Same audience. Totally different viewpoints.
Yet both sets of people are right in their beliefs. Because of what they believe. And you’ve got to address the different mindsets of them in your sales copy.
This is especially true when writing for the business opportunity market. And this has recently been brought home by a recent sales letter I’ve written.
One the one hand the ad has to cater for the biz opp seeker with high expectations. The person who firmly believes they CAN make serious money.
And on the other hand the ad has to cater for the person on a low wage who is then confronted with you telling them, “YES you can make £1 million in under 12 months.” Even though you’re probably on a low wage right now. And £1 million seems like a million miles away.”
Because if you don’t address the issue for the second group of people, even though they’re a biz opp seeker they’re going to start reading your ad and then think this is just a load of BS. Not achievable for me. It’s OK for everyone else… they could do this… but I couldn’t.
And then they’ll bin your letter.
So how do you address the second group?
It’s simple.
You say even if you weren’t able to make £1 million in 12 months you could still end up making £2K - £3K per month from the same opportunity.
Now do you see how you’ve written to this person’s particular beliefs? How you’ve pulled them in?
So they’re thinking, Yeah if everything didn’t go as planned I could still end up making some decent money. After all £2K - £3K a month isn’t to be sniffed at.
Bear this in mind if you come out with a big bold promise of fantastic earnings or the like in any ad you write. You gotta write for the person with high expectations and the person with not such lofty goals.
Do this and you’ll boost your response.
Until next time
Mark
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