Something that will help your copy convert a lot better is understanding that many of your buyer’s worries, frustrations and desires are completely irrational.
Case in point…
Back in 2016 when Trump was elected, sales in the survival market dropped between 40-70%!
I know two people in that niche who had 8-figure businesses, and after Trump got elected, both of them were about a month away from going out of business.
That’s how big of an impact his election had on that niche.
But here’s the thing…
This huge drop in sales was not based on logic.
It was all irrational.
Why?
Because the reality is that things change very little in the United States from one president to another
Sure, the tax rates might increase from 37% to 39% for top earners…
Or one President might allow 10% more people to cross the border….
But there’s never big sweeping changes because of the President.
No matter who’s in the White House, wages stay stagnant, Big Pharma still writes the health laws, our military is still spread all over the world, and US keeps spending money that it doesn’t have.
That never changes.
And here’s the real kicker…
Even after Trump was elected, all the outside forces that would actually cause the world to go into a crisis (AKA the reason you’d need survival supplies) were all still there.
Putin was still rattling his saber…
China was still flexing it’s muscle…
And Kim Jong Un was gung-ho on showing everyone that he didn’t belong at the kids table.
So all the bad actors that could trigger a real crisis were still there.
Yet most of the survival market didn’t care.
They simply thought “Trump’s in charge now (and not some lunatic democrat), so we’re safe”.
That was their train of thought.
Which is completely irrational (even if you’re a Trump supporter)…
But that’s the way survival buyers think…
And I can tell you from experience, this kind of irrational thinking ain’t just happenin in the survival market.
It’s happening in your market too.
Most of the worries, frustrations and desires your market has are not logical.
They’re irrational.
So if you want your copy to convert better, you need to speak to that irrationality.
You can’t avoid it…
And you can’t just focus on logical fears, frustrations and desires.
You gotta speak to their irrational ones as well.
Cause those are the ones that are more emotional.
Make sense?
I hope so.
Cause that’s all I got for ya today.
Hope you enjoyed my series this week on how to make your copy convert better.
I’ll be back tomorrow with my usual 3 Sunday morning thoughts email…
Enjoy your day,
– 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”.
