Copywriting Technique #4: The Lives of Others
Danger:
Back then, the advice was: You have to promise as much as possible.
The problem: Customers become skeptical and distrustful if you promise “too much”.
Create a mental image through stories – and your potential customer will automatically see themselves in the hero’s situation without you having promised them that.
Examples:
Don’t promise that the customer will “get rich
Just tell them about Max, who plays carefree in his house with his children, drives his blonde wife out in his Porsche, and donates 10,000 euros to charity.
Don’t promise that the kuwait email list customer will have “beautiful hair”. Tell the story of Jessica, who dyed her hair and has since been envied by her friends and admired by men – and her colleague, who is 10 years younger than her, is courting her.
Don’t promise that the “roof will be particularly sturdy”. Tell the story of Ralf, whose house survived the strongest storm of the decade without any problems. While all the other neighbors suffered enormous damage and were shaking under their roofs, Ralf treated himself to a glass of wine with his sweetheart.
In the end, the customer does not buy a promise.
He buys the position of the hero of your story
Copywriting Technique #5: Sell “Japanese Damascus knives made of 128-layer carbon steel”
One thing in advance:
Your competitors will hate you for using this technique; some will even curse you because their customers will switch to your products.
Why?
Because hardly anyone bothers to use this technique – that’s why you’ll be like the one-eyed man among the blind if you sell “Japanese knives”.
So what is this technology and how does it work?
Japanese knives are known for having extremely sharp and specific blades. That is, no knife can do what a Yanagiba (sushi knife) or a Menkiri (noodle knife) can do.
Means for you:
Be extremely precise whenever you describe your product or service .
Example?
“We at Paulson’s have all kinds of tools at fair prices. Come by, you’re sure to find what you’re looking for.”
“Handyman Jack’s is the hardware store! We have 343 types of fasteners, 28 types of nails, 86 sizes of wire, 43 grits of sandpaper, 16 different types of hammers, 28 different types of screwdrivers, 47 types of wrenches, a daily inventory of 354,000 bolts and screws, all the big name power tools for less, and a 120% money back guarantee if you are not satisfied with a product.”
If you see these two your windows pc regularly ads and want to buy a new hammer, where do you go?
Let me guess: Jack’s.
Why?
Your customer agb directory doesn’t need all this information (I bet you’ve forgotten how many types of nails there are at Jack’s).
The psychology behind it is called heuristics (= mental shortcut).
The customer has only limited time to make a judgment and resorts to a typical thought pattern:
Length implies strength.
Handyman Jack’s immediately appears more competent, more successful, better and also more trustworthy because he can list all of these things.