People claiming to make “rational” decisions amuse me.
Case in point:
The late, great negotiation master Jim Camp once talked about how it’s impossible to make decisions without emotion. And, that there have been people who have lost the emotional side of their brains through accident or disease or birth defect or whatever and it’s been shown they can’t even make the decision to tie their shoes. Yes, even those types who claim they use rational thought to make decisions are wrong — the decision to be rational is an emotional decision.
This carries right over into emails, of course.
Want an example how emotion gets people making a decision to buy?
And, brings them in the right way at the same time?
(Ready to consume your product).
Okay, here is one example from “Email Players” subscriber Connor Gallagher:
I’m not the first person to say it, and I doubt I’ll be the last… but when I first started “following” you I thought you were an arrogant arsehole.
In fact, I’d be lying if I said you didn’t rub me up the wrong way when I emailed you to ask a question about Email Players and you sent me back some one-liner that said something along the lines of “you obviously haven’t read the sales letter properly.”
Seriously, I was like “who the fuck does this guy think he is?!”
But then, one day, the penny dropped.
And I suddenly saw the method behind your madness.
To be honest, I must have had a bee in my bonnet about that email for the best part of a fortnight before I pulled the trigger. But I did.
I think it took that for me to get over myself and begin to appreciate WHY you do things the way you do.
Now, I think you’re a genius.
I know you have dozens of fanboys licking your arse all day long, so you probably don’t need another, but the stuff I have learned from you about positioning/marketing psychology in the space of just a few months has been PRICELESS.
I’ll be an Email Players subscriber for a VERY long time, that’s for sure!
Emotion is the food your prospects feed on.
Feed ’em already.
Or, write boring drivel that puts them to sleep.
Either way, nobody is going to click your links or buy without emotion.
All those appeals to logic and rationality in copy are a waste of time.
And guess what?
I show you (with an example so it’s 100% clear) one of the easiest ways I know to take a piece of boring email copy and inject it with the kind of emotion your prospect needs to open, click, and, yes, buy from your emails.
This sucker is going to the printer in a couple days.
Here’s where to get it while the gettin’s still good:
Ben Settle
