There is only one way to get people to do anything… just one way.You have to make them WANT to do it.
Marketing isn’t much different than joining in on a conversation that’s already taking place.
The conversation is taking place in the mind of our prospect, who is thinking about solving a problem or satisfying a need. The need could be simple or complex. It could be vague or well defined. It could be a nagging, ongoing worry that’s fully fleshed out, or it may be just starting to percolate.
We don’t know how intense our prospect’s desire is when he first discovers us. So our challenge is to understand the desire, identify it, and to follow the different stages it goes through.
Desire ebbs and flows. When we are marketing a high-ticket item, where there is significant consideration before purchase, these different phases of the prospect’s desire hold the key to creating content that will be effective.
Ultimately, the work of creating content boils down to writing… copywriting.
Social media posts, the pay per click ads, landing pages, white papers, video scripts, sales pages, order pages, and thank you pages.
When copy is written that connects with the prospect’s desire, it is more likely to get response. Without this connection, without our ability to step into a conversation already taking place in the mind of the prospect, response suffers.
The Limits Of Persuasion
Can you really make somebody want to do something?
Dale Carnegie was right. He identified an aspect of human nature – and marketing – that is easily overlooked.
Marketing built for response works best when it is squarely aimed at the strongest desire of the prospect.
When what we write makes a connection the prospect considers important, the prospect is more inclined to take action. He believes that doing what we ask makes perfect sense.
Taking action becomes something the prospect considers logical, a virtual foregone conclusion. The question is no longer, “Should I do this?” but, “Why wouldn’t I do this?”
To advance the prospect to the point where this is what he thinks…
When he is almost ready to schedule a free consultation or to download a free report…
We need to give him everything he needs to feel comfortable. We need to give him all the reasons he needs to believe he should take immediate action.