By Tom Trush
If you need an easy way to dodge your prospects' inner critic and write a marketing message (in about 60 seconds) that's practically impossible to resist, then the few minutes you spend reading this article will be the most valuable time investment you make all day.
What you're about to discover is one of my favorite secrets for capturing control of readers' eyeballs and luring them deeper into my copy.
This secret is simple to apply to your marketing materials because it's a fill-in-the-blank formula.
When you use this secret, you'll pre-qualify your prospects. In fact, they'll know you're talking directly to them after just a single sentence -- as if you're together at a coffee shop having a casual conversation.
Here's the secret formula:
If (insert your prospect's problem(s) or desired result(s)), then (insert your bold promise).
Simple stuff, right?
What makes this approach so effective is it exploits Mother Nature's influence. Our brains are biologically programmed to follow the logic of "if/then" statements. So your prospects are more willing to accept your written words as truth, even before you present evidence.
Stop here for a minute and read the first sentence of this article again.
Notice how I targeted you as someone who should read this piece by enticing you with two desired outcomes. Since you read this far, you demonstrated your need for the information.
More importantly, you came to the decision yourself. There was no pressure to continue reading.
Below is a longer variation of an "if/then" statement. I'm using this one on the sales page for my Running Audio product:
If you need to increase your energy so you can't wait to get off the couch and run ...
If you need to eliminate the negative voice inside your head that encourages you to stop when training ...
If you need to overcome the mental hurdles that keep you from achieving your goals ... but don't have the time (or money) for extensive training programs ... then what you're about to read is the simple solution you've been looking for.
What I want you to see in this example is how I was specific in describing desired outcomes. A statement such as "If you want to know how to run faster, then you need this training program." wouldn't be nearly as effective because the wording is weak and the outcome applies to too many people.
When you're specific in describing your prospects' problems or desired outcomes, you make it easier for them to relate to your product or service.
Here are a few questions to help you begin writing your "if/then" statement:
> What thoughts are your prospects having right now?
> What situations are they trying to avoid?
> What information can you offer that would make their lives easier?
Tom Trush is available at http://www.writewaysolutions.com/blog/free-book-offer/.
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