A real life, “chair squirming” copywriting lesson:
A few years back, when I was still on the book of Faces, I was reading the day-by-day adventures of a chick I knew from selling in the MLM market who was passing a kidney stone. It sounded excruciating too.
I don’t remember how many days it took her to lay that egg and get it over with.
But it sounded horrifying.
It was also “world class” copywriting in action.
Even though she wasn’t selling anything.
And even though that was not her intent.
How so?
I know for a fact (others I know were also getting the play-by-play) I was not the only person watching, being filled with horror, and hoping to God Almighty that didn’t happen to us. Just as I know I was not the only one reading about her agony who found myself Googling’ the subject, spending money on specific kinds of supplements, making sure I’m getting enough water, checking to see my family history of kidney stones, looking up symptoms, causes, remedies, etc.
Again, she wasn’t even selling anything.
Yet, she definitely sold many of us, if’n you catch my drift.
That’s copywriting at its finest, in my opinion:
A vision of a problem, but that also offers to sell you a solution you’d crawl through a football field of broken glass to get your hands on, regardless of price, inconvenience, or difficulty.
Not every market & product lends itself to this.
Often the more clearly-defined & horrifying the pain (physical or otherwise), the more it applies.
But that is the gist of it.
And if you use this knowledge in conjunction with my Email Players methodology, I daresay it can amp up your sales in ways you can’t even fathom now.
To see why go here:
Ben Settle
