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- Let's talk about copywriting.
Seven powerful copywriting secrets
that significantly boost your profits.
If I have the time, I would want to go through more.
There are probably 40, 50 of these that I know,
but I'll just pick the best seven that I think
are quite important and quite easy to implement
to share with you.
Is that okay?
- [Audience Member] Yeah
- If I had more time I would,
but we can't do it, we would be here all night.
Copywriting secret number one,
appeal to your readers' emotions, not just logic.
Appeal to your readers' emotions, not just logic.
People buy because of emotions,
but they back it up with logic.
They justify it with logic.
What's the emotional appeal
of what you do?
What's the emotional appeal with what you do?
Appeal to readers' emotions, not just logic.
When I'm talking about emotions,
what am I talking about?
What do people want?
- [Audience member] Happiness.
- Happiness, yes.
- [Audience Member] Success
- Success, yes.
- [Audience Member] Significance.
- Significance, yes.
- [Audience Member] Lifestyle.
- Lifestyle, yes.
- [Audience Member] Relationships
- Relationships, yes.
We call it love, connection, yes?
What else?
- [Audience Member] Money.
- Money, yes.
- [Audience Member] Sex.
- Sex.
- [Audience Member] Recognition.
- Recognition.
You notice all those are what?
- [Audience Member] Emotions.
- Emotions, but they're also what?
- [Audience Member] Feelings.
- Feelings, feelings.
So that's our primary needs as a human being.
So whatever you're selling, going back to
a real estate agent, are you just selling a house?
What are you actually selling?
- [Audience Member] A home.
- A home.
And what does that mean?
- [Audience Member] A lifestyle.
- A lifestyle.
- It's, this is where I'm gonna raise my kids.
This is where I grow old with my spouse.
This is where I'm gonna have my friends over.
That's what you're selling, you're not selling a house.
House is kitchen, bathroom.
There's no emotions, no emotions.
Appeal to your readers' emotions, not just logic.
Here's an example of an ad, it's also a control.
What I mean by a control, everybody has one,
a control means is an ad that been working for a long time,
that the marketer, the copywriter, will try
to beat the control, meaning they try to crop
an ad to beat the control.
This is the measurement, the piece that has worked
over and over and over again.
They couldn't do that, that's why it called control.
The control ad in the martial art magazine.
How many of you are into martial art?
Couple people, okay.
You don't have to be in martial art to understand the ad.
I want you to see the emotions.
The what?
- [Audience] Emotions.
- The word's the guy's using.
Why are "bigger, stronger, taller and meaner,
"multiple black-belt bad asses, absolutely terrified
"of challenging this mild, middle-aged
"and undefeated, no-rules cage fighter from Arizona?
"It's because this amazing new, simple and vicious
"street-fighting system, perfected in illegal, felony,
"no-rule pit fights, allows you to..."
See, the mechanism.
The mechanism, pay attention.
The mechanism.
"Allows you to instantly dominate, humiliate,
"even experienced black-belt opponents,
"no matter how over matched you are in size,
"strength or skill.
"The fight is over before he can blink.
"Best part, you can learn it almost overnight,
"even if you're out of shape and have no previous
fighting skills at all, guaranteed."
(Laughing)
- Now we can see a little bit emotions going on, yes?
A lot of emotional words.
Absolutely, terrified, undefeated, right?
Simple and vicious, amazing, easily dominate, and humiliate.
Not beat, humiliate.
You can see, that's emotion, that's emotion.
Now I'm not saying that your marketing piece
has to have that much hype, I'm not saying that.
But I am saying add a little bit of hype.
I am saying that.
Not hype, a little bit of excitement and drama
to what you're offering, does that make sense?
That helps.
- [Narrator] Ten times your finances.
Ten times your business.
Ten times your marketing.
Ten times your life.
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