As marketers, we typically promise prospects phantasmagorical arrays of emotional pleasures. Too rarely do we speak to the human condition — the angst, pain and stress of life. But here’s a secret: eliminating negatives almost always beats gaining positives.
Don’t believe it? Here’s an extreme example. Imagine that you’re lost in the desert, hot, parched and desperate for water. Someone drives up in a Hummer and offers you a choice: all the water you can drink, or no water but the truck for life—and a two-hour drive to the nearest well.
Like the water, your copy should promise to quickly eliminate prospects’ pain. “Our shampoo clears unattractive dandruff” compels more purchases then “our shampoo creates more attractive hair.” Determine your prospects’ pain points and how your product addresses them, then use this information to write copy that quenches their thirst.
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