The bedrock of your success when it comes to selling using direct-response copywriting is your ability to do adequate research on the product or service you're trying to sell.
Most people don't do nearly enough research, but there are some people who actually do far too MUCH research.
Today I'm going to give you a simple 3-step formula to use, so you can tell when you've done as much as you need.
One, do you know your prospect? Most people mistakenly only spend time on the product or service they're selling, but this is only the small half of the equation.
What's most important is being able to crawl inside your prospect's mind and uncover all the many reasons why they're buying this product.
Meaning, what is the end result they are looking to accomplish? For example, when someone visits a chiropractor, they don't want to see the doctor - they want to eliminate pain.
Same thing when someone visits the dentist in many situations.
So first, focus on your prospects most critical benefits.
You must know what it is they truly WANT.
And make sure you don't mistake "want" for "need.
"Need is irrelevant.
People buy what they want, not what they need.
In some cases these two are the same, but often they are not, so focus on "wants" only.
People want fast food and pop culture, even though they may need a gym membership and a few good books on parenting.
Keep this in mind.
Two, once you know what they want, THEN you need to dig into your product.
Find the most compelling and provocative things about the product that satisfy the prospects wants you've uncovered.
What features does your product or service have that will stimulate their greed glands? Then, and this is most important, uncover the differences your product or service offers, that no one else has.
This may only be one subtle thing, but your job as a marketer, is to make this one thing HUGE.
You MUST set yourself apart from your competition, somehow.
Doing this, makes your customer's choice to work with you over someone else, a no brainer.
And three, you need to turn the features of your product into benefits that satisfy your prospects wants.
Remember, features are what something is, but benefits are what those features do for your customers.
Lastly, identify the emotional buy-buttons of your prospects you need to push, in order to make your sale.
If you can't create an emotional trigger - it doesn't mater how good your product or service is - you are simply NOT going to be able to sell anyone, anything.
Remember the cardinal rule of selling: people buy based on emotion, nothing more and nothing less.
Pushing the right emotional buy-buttons opens the doors to life-long relationships.
Pushing the wrong ones however, is like pushing the wrong button on the elevator.
You get out at the wrong floor, and you wind up going nowhere.
The choice is yours.
Direct-response copywriting is the most powerful weapon you have in your arsenal.
With this skill I have created multiple companies and several millions of dollars in sales over the last ten years, out of literally nothing.
And you can do the same exact thing.
Now go sell something.