…it’s the deepest, most effective way to build belief..
Before Clayton Makepeace retired from public life in February 2011, he made one final copywriting system…
He mastered his craft and was one of the highest paid copywriters of all time.
And he shared his secrets inside.
Chapter 8 is extra special…
It starts off with a section called “What They Never Told You About “Reason Why” Copy…
And it also applies to email marketing…
Here’s what Clayton said:
| “The hidden foundation of the “reason why” process — what you’d be hard pressed to find ANYBODY talking about — is that your copy MUST have a clear, logical progression.
This means: 1) beginning with facts your prospect already knows, believes, or can easily document using third party sources. 2) connecting new benefit promises and claims, step-by-step, to those facts that you’ve already established in your prospect’s mind. This way, your “reason why” — those little guys that support your claims and make them believable — are constantly built into your copy’s progression. For example, say you’re selling investment properties in Florida. You could begin by documenting several facts: 1. Real estate prices in Florida have jumped by an average of 10% each year for the last 2 years. 2. My client’s average gain over that period has been $100,000, approximately $50,000 per year. 3. Top analysts predict prices will shoot up another 10% in 2007. CLAIM: Investing in the Florida properties I show you will make you at least $50,000 in 2007. Do you see how the first three facts make up “reasons why” the final claim is true? And do you see how each fact is related to each other, and how each supports the central claim? This element of your copy is essential because… This Process Is The Real Secret To Persuasion Because It Builds Belief The reason your copy must have this logical foundation is because it’s the deepest, most effective way to build belief. Your prospects MUST believe before he buys. It’s that simple. So your job is to build a bridge between facts your prospect already believes (or can be easily proven) right now — and the ultimate facts he must believe if he is to accept your benefits as true. ONLY after your prospect accepts this first fact, is he ready to be taken to the second one. |
Clayton nailed it…
He studied human psychology.
And he saw that people really don’t change that much, which is why this consistently works.
Try it out with your email series…
Start by brainstorming beliefs.
Then, arrange them logically.
(Quick tip: Yellow sticky notes can help you arrange everything easily.)
Each email needs to establish at least one belief, which builds upon the previous beliefs, so that the reader finally sees the truth about your product.
Tags: copywriting
