One of the most important lessons you can learn in marketing is that people only care about the things that are affecting them RIGHT NOW.
For example…
A hot topic in the US right now is rising gas prices.
Last I looked, they were close to $4 a gallon.
Which is the highest they’ve ever been.
So what’s happening as a result?
People are panicking…
Your average construction worker making $50k a year, who’s family is barely scraping by, feels a sense of worry everytime he’s at the gas pump.
He wonders if this will get worse…
“Can we handle another $200 a month?” he asks himself
He wonders if he’ll need to pick up some side gigs on his day off…
Or if the family will need to cut back on some of their other expenses (cell phones, restaurants, kids sports etc…)
This is all running through his head.
And I’m sure it comes up with his buddies at work as well.
They’re all worried.
Why?
Cause it’s affecting them RIGHT NOW.
That’s what people care about.
They don’t really care about future problems.
If you asked this guy what he’d rather fix, high gas prices or global warming, he’d say gas prices.
Why?
Because that’s real to him.
He feels it everytime he swipes his credit card at the pump.
Global warming is just something that could happen in the future.
That’s not on his mind.
What’s on his mind is the shit that’s affecting him today.
And that’s a million dollar lesson when it comes to copy.
Most people only care about what’s affecting them today.
They don’t care about future problems.
A guy who has $13,000 of debt cares about getting rid of that debt way more than he cares about having $500,000 to retire with.
So when you’re writing copy…
You want to hone-in on the things that are affecting them NOW.
Not future problems…
But the things that are causing them worry, frustration and pain every single day.
That’s what people care about.
Make sense?
I hope so.
Cause that’s all I got for ya this morning…
Enjoy your Tuesday.
– Justin
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Note: If you like the insights I share in my emails, you may be interested in working with me in my mentoring program.
You’ll get to learn from me, Stefan Georgi and a group of A-list copywriters every single day.
We’ve already helped copywriters hit multiple 6-figures in income like Amber Peoples, Tanner Henkel, Mario Castelli, Scott Connorton, Michael Rochin, Scott Mills, Krista Edsall and more.
We’ve also helped offer owners like Troy Ericson, Steve Gunn, VShred, Scott Phillips and Conor Boyland to scale their offers to hundreds (and even thousands) of sales a day.
If you want to work with us, get feedback on your copy, and potentially 2-5x where you’re at now…
Then I suggest giving this a read and seeing if it’s for you…
-> Mentor under Justin & Stefan
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