"People don't ask for facts in making up their minds. They would rather have one good, soul-satisfying emotion than a dozen facts."
Robert Keith Leavitt
There’s a twist to that quote which every marketer needs to understand but I’ll get to that later. Right now, though, let’s talk about you.
You’ve had an idea, your very own baby, nurtured it from fragile conception to robust, full-bodied product and you can't wait to let it loose on the world.
What has motivated you this far? The many thousands you'll make from its sale? The things you'll do with the money? The need to achieve something of recognizable value? The desire to help others who might be going through challenges you’ve personally experienced and triumphed over? All of the above?
Regardless of your motivation, you’re now standing opportunistically on the precipice of inspired action.
“You what???”
'The precipice of inspired action'.
It means this:
That 'do or die' point, that 'make or break' moment, that edge upon which you dangerously teeter between success or failure, when how you think, or how you are prepared to think, is going to make all the difference.
Will you stay stuck in 'selling' thoughts or will you take that critical leap into 'buying' thoughts?
Hang on. I did say inspired action, not inspired thoughts, didn't I?
Yes, I did. And inspired action, as we all know, springs from inspired thought. How you think and how you are prepared to think is going to matter even more now.
You see, there is a difference, and a critical one, between ‘thinking to sell’ and 'thinking to buy'.
Selling, or what people think is selling, is the easy part. It’s check box formula:
You have a product, you launch your product, you provide incentives/bonuses, you get JV partners, you send out press releases, you do list swaps, you have your blogs, your webinars, your Q & As, your time-sensitive offers and special offers, your testimonials and your autoresponders.
All fine and dandy. But how do you get people to buy?
Here's how. Once you’re certain that you’ve checked off every item in the ‘selling formula’, it’s time to get schizophrenic. It’s time to exit ‘seller’s mind’ and enter ‘buyer’s mind’. Yes, go inhabit your customer’s mind and hang out there for a while.
Get cosy, get intimate and most of all get real.
Know what your customer is feeling, thinking, hoping, needing, wanting, desiring, craving, fearing. Know it so well that you’ll be able to anticipate them when you write that sales copy. What that means is…
You’ll write as if you know them.
You’ll write with a deep understanding that they're looking for help, for encouragement, for someone to believe and help them believe that their dreams can come true and their goals can be achieved.
You’ll write sincerely empathizing with them over their struggles, their past failures, their regrets and their loss of confidence in themselves and others.
You’ll write convincingly showing them that they too are on the ‘precipice of inspired action’ where things are going to change for them, for the immeasurably better, the moment they, like you, take inspired action!
You’ll write flawlessly, describing to them what that inspired action is and how they’re going to take it.
You’ll write enthusiastically, sharing with them how others, just like them, have been on the ‘precipice of inspired action’ and turned their lives around by taking that inspired action.
You’ll write having a deep appreciation of the fact that people don’t like to be pressured or frightened into taking action. They prefer to be inspired.
In short, you’ll write to inspire them into action. That’s when people buy most willingly, most joyously and most repeatedly!
You, your baby and your customer, on the precipice of inspired action! Game over!
So, the twist in that quote that I mentioned at the start?
People do want facts when they want to know about you or your product. But once equipped with the facts, the thing that gets them over the line to buying what you're selling is, as Leavitt says, “a good soul-satisfying emotion”.
Just me - one sorry copywriter determined to help you succeed!
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