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The Silicon Valley Copywriting Club
Premise: We buy hope, comfort and control and that's all we buy.
Start here: How to get the most out of this course.
Emotional but not irrational.
Five simple questions for messaging that sells.
Story: The narrative you're building to develop trust.
Before: How is your customer struggling, before they buy your product?
Who are we talking with?
Problems, problems, problems.
The Practical Problem.
The Emotional Part.
Lack of Control Causes Discomfort
The Social Part.
Why it’s not their fault.
After: How will your customer experience more comfort & control, after they buy your product?
Solutions, solutions, solutions.
The Practical Solution.
The Emotional Part.
The Social Part.
What’s new or novel about your solution?
Consistent: Why is it just like them to buy your product?
Any new purchase has to feel consistent with your customer’s identity.
Demonstrate consistency with your customer's identity, values, beliefs and previous purchases.
Demonstrate that your product is approved of by other people who are just like them.
Demonstrate that your product is approved of by people your customer looks up to. Heroes, celebrities or experts.
Gradual: How can you prove this isn’t going to kill them?
Staying alive, physically, emotionally and socially.
Action: Why is now the perfect time for them to buy?
Every communication should prompt our customer to take action.
Attention: How to use headlines and subheadings.
How sophisticated is your customer?
Motivation: Why this formula works. Human nature in 90 seconds.
What motivates people to do anything?
Did I feel pleasure or pain the last time I did something like this?
Test: Move beyond intuition to escape the plateau.
Put your lab coat on, distance yourself from the content and set up an experiment.
I II X ↂ
I II X ↂ
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What motivates people to do anything?
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