Copy Tip 27: Openings I
Today we’re moving from the headline of your copy into the opening.
As mentioned before, the job of every word in your copy is to get your prospects to keep reading.
Your opening does this by talking directly to your prospect from their point of view.
Remember, it’s all about THEM.
Not you.
You learned yesterday about using Emotional and Logical reasons to buy now in your copy.
You learned in the MOOVE marketing formula that you’ve got to KNOW your Market.
One of the best approaches to to remember the big “E” word.
Empathy
Empathy helps build TRUST, because you demonstrate and prove that you know what it’s like to be “in the customer’s shoes.”
You know their fears and frustrations. You know what motivates them. You express empathy for their situation.
You build trust this way, because you engage and connect with your prospect on a deeper level.
They find themselves agreeing with what you say … associating with you, knowing that you understand them.
When you do this, you’re more persuasive.
The connection and engagement you create is more intimate. Prospects are more willing to let you in because they perceive and FEEL you are on their side — you’re their advocate.
They’re hanging on what you have to say next.
You understand them … how they think, see, hear, smell, taste and touch.
When you do this … and focus on THEM, not you … your copy is at its most effective.
Okay Dean, I need to use empathy. HOW do I do this?
One of the best ways is to use words that connect you as the copy author to your prospects.
Using phrases such as:
“Just like you, I know how it feels to _______”
Words like “we” in reference to you and the reader (not in reference to you and your company!).
“If you’re anything like me, _______”
“Perhaps, like me, you have also discovered _______”
The fears, frustrations and motivations you talk about then must RESONATE with your reader.
They’ll be nodding in agreement as they read.
And you can use one of several writing “formulas” (we’ll get to these later) to present your copy.
Now you know more about using empathy!
There are several approaches to the opening of your copy that we’ll cover in the upcoming copy tips … stay tuned!
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