Most people are more motivated by getting out of a bad situation than they are motivated by the promise of a better situation…
Which has a lot of implications when you write copy…
For example…
Let’s say you’re selling a biz-opp course that promises to help people make more dough.
A big mistake when selling this would be to focus right away on all the great things this course will help them get (freedom, money, travel etc…).
Why?
Because that’s not where their head is at.
What they really want is to GET OUT of their current situation.
– They want to stop getting up at 7 AM every morning for work…
– They want to no longer have to sit in bumper to bumper traffic everyday…
– They’re sick of taking crap from a boss that doesn’t respect them and pays them squat
– They want to stop feeling like a loser when they hang out with their friends who have money…
In short…
The people buying this are frustrated, bored, and they’re sick of their current situation.
So they want out.
Which is important to understand.
They care more about getting OUT of their current situation than getting into a better situation.
And this is true of pretty much every market.
People who are overweight care more about no longer being fat than they care about being skinny.
Sure being skinny would be great.
But the reality is they just dont want to be fat anymore.
And they don’t want any of the stuff that goes along with being fat (i.e. the embarrassment of not being able to fit into a booth at a restaurant)
That’s what they want.
And it’s why you always want to focus on their current pain in your copy.
Cause that’s what they’re in touch with.
That’s the shit they feel on a daily basis…
And you want to dig into that.
This isn’t to say you don’t tout the benefits of a better future (you do), but you can’t do that until you really dig into the nightmare they’re living right now.
That’s the key.
This is a subtle difference…
But it’s one that will make a huge difference in how your copy converts.
So keep it in mind…
BTW if you’ve been enjoying these last few emails about understanding your customer, feel free to reply to this email and let me know…
I’d love to hear your thoughts…
Enjoy your Wednesday
– Justin
If you want to hear more from Justin, he has a private email list for top marketers, copywriters and business owners. To apply to be on the email list simply click the button below that says “apply now”.
