As we said earlier, the
best way to make your clients want to know who you are, is to make them read
your message, and arouse their interest in you and your offer, is to talk about
them, their problems, their desires, their needs etc. Because, in fact, when
you come fight down to it, nothing else really interests them.
What about you?
Are you any different?
The answer is NO!
Even if you think
you're concerned more about other people than yourself, even if you've taken
great pains to discover other people's preoccupations, spheres of interest and
so on, rest assured that you too possess a very developed ego. Ego means
'I' in Latin. Having a healthy ego means that you like hearing people talk
about you, especially in flattering terms and that you don't mind being the center
of attention from time to time. And you also tend to think, like everyone else,
that the whole world is just like you, that everyone thinks the way you do,
lives the way you do and has the same problems as you do...
THIS IS
NOT TRUE!
To become a good
copywriter, you have to eliminate your greatest enemy: your own ego.
Doing this is easier
said than done! This is because your ego is like a many-headed beast - the
Greeks called it a 'Hydra'. You think you can get rid of it by cutting off one,
two or three of its heads. But, as soon as you do that, more heads grow and
take their place...
So what you need is a
powerful and radical technique. And, in this article, I'm going to explain just
such a technique, one that I've developed and which you can use to track down,
corner and flush out all traces of your own ego...
The king
of words in all languages - and how to make it work for you!
Advertising writers
have always asked themselves what the most important word in their various languages
is, i.e. which word provokes the most interest in their readers? John Caples,
one of the most famous copywriters in direct marketing, analyzed 100 of the top
performing advertising headlines to determine which word was used most often.
Here are the results:
• The word you was used
31 times;
• This word your was
used 14 times.
Then came words like how, new etc., but with
much less frequency. This corresponds precisely to what Dr Flesch (author and
communications expert) calls 'human self-interest': personal pronouns (first
and second person), and their corresponding adjectives and possessive pronouns,
refer to the people you are addressing
search for How to write letter that sell eBook on this interface to get the full tips!!!!
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