persuasion

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Now that we have discussed building a good headline, we’ll get into what it takes to create effective copy that focuses your prospect’s attention on a single thought.

Your headline’s job is to flag down your prospect. From there, your body of copy does the selling. It creates a world for your prospect in which your product fulfills their main desire. Your copy’s job is to alter the three dimensions of their mental world: their Desires, Identification, and Beliefs.

We’ll be discussing each of these dimensions of thought and feeling using our textbook Breakthrough Advertising.

Our beverage on this episode is the Anchor Porter. Anchor Porter was the first modern American porter style beer when it was first introduced in 1972.

It’s a nice blend of roasted pale, caramel, chocolate, and black malts, with an ABV of 5.60%. There is nothing too overpowering about it, and over time it has a nice balance. Tastes a little more like stout, but with a lower ABV.

Sean’s Swipe Files

Sean uses a number of examples from sales copy he has written over the years. You can see download some sample here.

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On this episode, we dive into “market sophistication”. On the last show, we talked about the stages of awareness of your market. Today we’ll be discussing one of the single biggest reason why marketing campaigns fail. And that is not knowing your marketplace’s sophistication level.

Market sophistication is how much your customer or prospect has been exposed to similar claims. Pinpointing the specific stage a prospect is at can often be difficult, but we’ll be sharing some strategies right out of Eugene Schwartz’s Breakthrough Advertising to help you overcome the sophistication of your market.