One of the first things I learned about copywriting from A-list copywriter, John Carlton was that you never want to sell “prevention”.
You always want to sell a “cure”.
We’re seeing this play out in front of us right now with the Coronavirus panic.
All the people rushing to the grocery store stocking up on food, water and TP are buying a “cure”.
And that “cure” is simply peace of mind.
By having a basement full of food, they’re eliminating their anxiety.
That’s the power of selling a cure.
Now lets look at the flip side of this…
If you tried to sell a box of food, water and TP to the general public six months ago to prepare for a disaster, very few people would have bought it.
Why?
Because you’d be selling prevention.
And prevention is really hard to sell.
People don’t think anything bad will happen to them until it’s staring them in the face.
Which is what’s happening now.
And that’s why there’s a mad dash to stock up on the essentials.
Point being…
Everyone wants a cure.
They want a cure for their problems…
For their worries…
For their frustrations…
They don’t want prevention.
This is why drug companies make billions of dollars a year.
So next time you’re creating an offer…
Or writing copy…
What you’re selling should feel like a “cure”.
Cause that’s what people want.
That’s all I got for today…
Enjoy your Sunday.
– Justin
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