Emotionally charged Copywriting 101 - Could You Possess The LOVEFactor?

Just yesterday I was skimming over a promotion by the legendary Jay Abraham I had absolutely no interest in the product considering it was an advertisement selling a seminar that happened 2 years ago, but I figured I would read it anyway to see if I could pick up any little tips or even get some inspiration.



Glancing through 24 pages, I ran across the following paragraph.



The problem with most businesses is a story of misplaced devotion. Misdirected businesses fall in love with the money they make. Mediocre companies fall in love with their product or service. But all GREAT enterprises share this exhilarating trait…



They habitually and continually fall in love with their clients and treat them as valued and revered friends. They find ways to bring an enhanced advantage, protection, benefit and value into their lives.



And it begs me to ask the question…

Do You Love Your Clients And Prospects?



If you cannot say Yes to that question you are doing yourself and your clients and prospects a disservice.



Compassion is the mother of all emotions in our business and this is something that you must understand.



If you do not feel genuinely compassionate about what you are writing about, your copy and your over all marketing strategy is going to be weak. Not to mention, you client or prospect will see right through it.



And without compassion towards your clients, you will never be able to give them your very best performance.



200,000 People With The Very Same Problem.



Let me give you an example with 2 jobs I’m currently working on.



One job is for a client – the other is for a partner.



For my client job, I’m writing a direct mail piece which is going to be sent out to 200,000 people at the beginning of the year. These 200,000 prospects all have the same thing in common - they have clogged arteries.



For me to do my job correctly, I have to get myself inside their head, literally and emotionally feeling what it might be like to have the problem.



Incredibly serious and scary things like…



* Afraid that one day the clog will become too dense and I will have a heart attack.

* The anguish that my family will have to go through, weighs heavy on my mind.

* Could it be possible that there is a REAL cure out there that might clear my arteries, I am tired of hearing about the next "miracle cure."



Working my butt off doing research, and actually taking the time to be compassionate and sympathetic with people suffering from the condition, my copy and my job for the client, would simple SUCK...PERIOD.



I make sure that I take the time to understand the problem and what it would be like, even though I am still a young person and have no heart or artery problems.



I was able to convince MEN to Buy a Product in a marked that is 99% Women.



I am about to jump into another niche where the demographics are nearly ALL woment. But, when my partner read my copy, he thought it was ingenious.



Saying things like "Jeremy, I cannot believe how much you connected with this small demographic and truly developed a very emotional relationship with them, realize specifically what they’re going through and connecting with it - you are the complete opposite gender AND age! Once I got finished reading the copy, I literally wanted to purchase the damn thing".



So once again…it’s not because I’m in the same boat as my prospects or even because I did research.



It is because I made time to put myself in the shoes of my my prospect, and FELT what they feel when suffering from clogged arteries.



And if you’re not doing that…your copy is NOT hitting on an emotional thread and you’re not producing the copy you could be producing.



The formula cannot get much more simple.



Connect with your prospect, understand your prospect, and your conversions will increase...guaranteed.