Copy Tip 25: Motivation
We’ve wrapped up headlines, but there’s one area I want to cover that I haven’t yet touched on.
It’s all about what motivates people to take action.
What gets them to respond to your compelling offer.
Copy superstar Brian Keith Voiles points out a quote from Napoleon on motivation:
There are two motives to action: self-interest and fear
When I’ve been at Tony Robbins’ events (Unleash The Power Within as a participant and crew member in several countries; Power To Influence sales event plus Mastery University — Date With Destiny, Wealth Mastery and Life Mastery) the driving force of human behaviour, as Tony would say, is the desire to either avoid pain or gain pleasure.
The “avoid pain” behaviour or the “fear” motive of Napoleon are the dominant drivers of human nature.
Knowing that helps make your copy more effective — you can help motivate your prospects by highlighting problems, frustrations, fear, anxiety, lack of something (money, freedom, time, family, love) or anger … in fact, there’s a great formula for writing your copy that does this for you.
(I’ll reveal this in a future copy tip!).
When you KNOW your prospects and their fears and pain … you can demonstrate how your product or service solves their problems — ideally in a quick and easy way (people LOVE quick and easy).
When you can combine the appeal of quick and easy with solving a prospect’s fear/pain … and guarantee your product or service (using a risk-reversal strategy we’ll cover in more detail) … then your chances of success are maximised.
You’ll be able to use the fear/pain of loss (a greater motivator than gaining pleasure) — and demonstrate specifically how you can help your prospect.
Knowing this … and incorporating it in your copy … is a great strategy.
Tomorrow, I’ll share with you a sales acronym that I discovered many years ago that I use to help boost response. It’ll help you focus on the type of copy you make sure you include in your own messages.
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