Copywriting Secret of the Masters:Is Your Customer Too Paralyzed By Worry to Hear Your Message?                       Here...
Is Your Customer Too Paralyzed By Worry to Hear         Your Message? Heres What to Do…                        "An undefin...
Another great headline, "Do you make these mistakes in English?" worksalmost the same way. Yes, say the grammar-challenged...
What Else Works in Problem-Solution Headlines?Simple as they are, there are lots of random secrets to making a problem-sol...
 You could even say testimonials – either quotes, success anecdotes, or     customer profiles – are some of the most powe...
John Forde:A Master at WritingMore Controls More Often"If you write copy … how many chances to sell your talents to the bu...
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Copywriting secret of the masters is your customer too paralyzed by worry to hear your message heres what to do - john forde

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Copywriting secret of the masters is your customer too paralyzed by worry to hear your message heres what to do - john forde

  1. 1. Copywriting Secret of the Masters:Is Your Customer Too Paralyzed By Worry to Hear Your Message? Heres What to Do… by: John Forde www.ProCopyWritingTactics.com
  2. 2. Is Your Customer Too Paralyzed By Worry to Hear Your Message? Heres What to Do… "An undefined problem has an infinite number of solutions."  Robert Humphrey What keeps your customer up at night?When he sits on his bed, one shoe on and staring out the window… whats hethinking about?When he looks in the mirror, half-shaved… when she dials the doctor… whenthe mail comes, marked urgent…What sound buzzes between your prospects ears, so loud that your salespitch drowns in the din?Could it be the un-payable bill… the unruly child… the rosy red zit on the tipof his nose… or the gray hair she found this morning?Maybe its a nagging ache… or last nights awkward date. Maybe its a carthat pings when it shouldnt… or a job in a cubicle thats going nowhere.Heck, maybe its all those unreadable road signs dotting the path to totalenlightenment.If youre not sure, maybe its high time you find out. And today, I hope toshow you why…How to Unlock a Worried MindWhile you watch, Id like to do some deep thinking on a concept Im sureyoure familiar with, called the "problem-solution lead."This, Ill bet you can gather, is the persuasion technique where you identify aprospects problem… then imply youve got a quick and painless way to solveit.If you study advertising at all, youve seen this at work many, many times.For instance, the ol classic "Are you ever tongue-tied at a party?" is just oneof many blockbuster examples.It was a hit because it identified an emotionally drenched issue… the fear ofknowing what to say in a social situation… and implied, just by the asking,that theres a way to escape that embarrassment. www.ProCopyWritingTactics.com
  3. 3. Another great headline, "Do you make these mistakes in English?" worksalmost the same way. Yes, say the grammar-challenged, I might make somemistakes and I worry about that. And what makes this opener even strongeris that it implies youre probably making more than one mistake, too. It upsthe ante before also implying theres a solution.Of course, not all great problem-solution headlines have to be stated asquestions."When doctors feel rotten this is what they do" is a great example. For one,this is a rare example where being general about the problem works –because its the unidentifiable aspect of simply feeling rotten thats at thecore of the worry.Whats also brilliant about this one is that its not only sympathetic – justfeeling rotten is a common worry – but that the doctors who know whatyoure going through are also the source of the solution.And all that happens in just nine words.Though, for all their differences, youll still find that these and all greatproblem-solution headlines and leads track pretty much the same formula.First, set aside your big benefit. Make it time to talk about the reader, andlet him or her know youre doing it… by giving a name to the elephant in theroom. It could be a big problem; it could be one thats embarrassingly small.The key is that its deeply felt and emotionally unresolved.Feel their pain. Let them know it. And let them feel justified for feeling thatway, too. Never mock or make light of their worries, unless youre laughingwith them at the awkwardness of feeling a certain way – as a means todrawing the problem out in the open.Then imply a solution. Either by saying or showing outright that youve gotthe answer… or by hinting a solution exists. Even just seeing lots of copybelow a "have-this-problem" headline could suggest as much. www.ProCopyWritingTactics.com
  4. 4. What Else Works in Problem-Solution Headlines?Simple as they are, there are lots of random secrets to making a problem-solution copy lead work.Stick with me while I work them out:  If you identify the prospects problem with a question-based headline, naturally youre gunning for a "yes" answer or anything else that opens rather than closes the door on a discussion.  What are some other great problem-solution headlines that you might recognize?  From a famous book club ad: "How often do you hear yourself saying No, I havent read it – Ive been meaning to!"  From a parenting-product ad that uses the open-question technique: "Whose fault when children disobey?"  From a pre-Prozac era drug ad that broke ground by inventing a name for a condition: "Have you these symptoms of nerve exhaustion?"  An old investing ad that might resonate today: "Have you a worry stock?"  A classic non-question example that Ill bet still gets your psyche to vibrate: "To people who want to write – but cant get started"  And two more that state, not ask – in both, its in seeing the ad copy below that a solution is implied: "Little Leaks That Keep Men Poor" and "Always a bridesmaid, never a bride… "  One more bonus example: "For the woman who is older than she looks… "  Heres a great quote about advertising in general that applies especially well here: "Youre not selling, youre solving."  What works isnt targeting gigantic problems. Rather, you want to aim for the one thats most deeply felt and persistent. Emotional engagement is always the key.  The best solution isnt always the biggest, either. Usually, its the easiest, the cheapest, the fastest, the most widely accepted, the most precious… or some combination of the above.  While every problem-solution lead needs to offer answers, youre always keeping something back until after youve made the sale.  That hidden thing might be the name of the solution itself. Or it might be a last or most essential step that youll reveal for a price. It might even be something you promise never to share, like a secret ingredient or formula.  If you claim to have answers, youll need proof. Some of the problem- solution ads do that with the "before-and-after" setup you see so often in ads for all kinds of health products. www.ProCopyWritingTactics.com
  5. 5.  You could even say testimonials – either quotes, success anecdotes, or customer profiles – are some of the most powerful kinds of proof any problem-solution ad can give.  The reason why testimonials work so well in a problem-solution ad is not just because they show a solution in action, but because they also do the "I feel your pain" work thats special to this kind of lead.  If youve got kids or youre married, youve got yet another angle from which to get how problem-solution ads work – all too often, people want to make sure their concerns are being heard and are regarded as legit. Only then do they open up to hearing about how to fix things.  Another reason problem-solution headlines work? Humans are just hard-wired to fix stuff. Even problems we dont have ourselves, we want to be the smart guy in the room who knows what to do. At least, thats going to be true of some of the prospects youll draw in. I could say much more. And believe me, I will at AWAI’s upcomingBootcamp.For now, lets leave it at this:If you find yourself writing to a prospect thats so focused on his problemshe cant quite hear your promises… this could be the way out that yourelooking for.Let him know you hear what hes worried about. Give it a name. Justify it.And THEN watch doors open to your solution. www.ProCopyWritingTactics.com
  6. 6. John Forde:A Master at WritingMore Controls More Often"If you write copy … how many chances to sell your talents to the businessesyou know and trust have you overlooked? Company websites … local salesbrochures … online ads and sales letters … print ads in local papers … evenP.R. pieces or ezine editorial.It might be the small gigs that get you started. It might be the bigopportunities that let you smack the cover off the ball at your first at bat.Either way, I’ve met plenty of people who had no grasp about what rolecopywriters play.Masterson’s [Accelerated Program for Six-Figure Copywriting] offers themost thorough and well-organized approach to the subject I’ve seenanywhere. There’s not a technique or secret in there that I haven’t foundhelpful over the years. I owe a great deal of my own success to MikeMasterson. And I tell him so regularly. As for the program, I’d recommend itto anybody – not just direct-mail copywriters, but anyone who’s trying to geta grip on what makes marketing work."— John FordeJOHN FORDE has been writing winning controls for going on two decadesnow. He’s made untold millions for clients in the financial, health, and travelindustries. John also works as a copy coach, hosting intense seminars fortwo or three hundred marketers and copywriters at a time.John Forde also writes the successful and very useful eletter, TheCopywriter’s Roundtable. www.ProCopyWritingTactics.com

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