Mindset Training For The Successful Copywriter – Part 2

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In yesterdays post – Mindset Training For The Successful Copywriter Part 1 (opens in a new window) – I talked about what you need to figure out before your prospect ends up on your page. You should know where are they coming from, what mindset are they in when they land on your page, and how do you sell them properly depending on where they’re coming from?

Today I’m going to move it right along and talk about what you need to figure out when they actually land on your page and how you can look at your copy and know what you need to do to make them buy more often.

So let’s get on with it.

Ok so now you already know where your prospect is coming from – now you need to figure out what they’re thinking as they’re scrolling down your sales copy.

And really, the only “secret” to this is to be able to put yourself in the prospects shoes.

And how do you do this?

Through lots and lots of high quality research.

If you do your homework – by the time you’re done researching your next job you should be able to walk up to an ideal prospect of yours and have a 30 minute conversation with them. And you should be able to do this without them ever realizing you just started researching this topic a short while ago.

For example I’m doing a job right now (well 3 actually but 2 of them are in health which I’m passionate about already) and after all the research I did on this particular subject, I could walk into any meeting they have and strike up a full blown conversation with any person in the room.

The Main Objective In Figuring Out The State Of Mind  Of Your Prospect During The Sales Letter

The main objective in doing this exercise in mindset training is that you want to be able to figure out when and where your prospects objections are going to pop up.

Read your copy slowly, literally sentence by sentence and think “what is my prospect going to feel after reading this sentence”? It might seem arduous and unnecessary, but especially if you’re first trying this out…it’s an eye-opening exercise.

Note: In order to figure out the main objections they’ll be having, you should already have a list of objections they’re likely to encounter. This should be put together while you’re researching.

Which Brings Me To My Next Point

In order to figure out what objections they’ll be having, one skill you need to develop is learning how to be empathetic with people. You need to learn to understand the point of view of anyone and everyone – at all times. I just read about this last night while reading “How To Win Friends And Influence People” and it made me realize just how important it really is.

When you can understand people and learn to overcome objections and be empathetic with them at the same time the reader would do it, it dis-alarms them.

But another thing it does is surprise them. They honestly don’t see it coming – and it lowers their guard.

For example if you’re talking about how your new weight loss product made out of some herb out of the jungle is helping people lose weight by increasing your metabolism – BAM – the objection would be not only about “what is the herb” but also “is it healthy for me?”

Very recently one of the most popular fat loss supplements was recalled because it was damaging people’s livers – so people are very skeptical right now about any kind of fat loss supplement. So what I did for 1 of my clients was write an ad for them taking that objection head on and talking about WHY that supplement was recalled and how my clients product was different (which it is).

If I didn’t know my stuff after doing the necessary research – I would have never known that.

But do you see how I anticipated what they were thinking and hit them head on with the reasons why all that doesn’t matter because the product they’re looking at right now is different?

That’s what I mean when I say you need to understand the state of mind of your prospect while they’re reading your copy. You need to know what they’re thinking at all times and write your copy according to those thoughts.

Try that out on your next piece of copy and let me know how it works. And be sure to leave a comment below and let me know how you liked the post!

2 Responses to Mindset Training For The Successful Copywriter – Part 2

  1. Sean May 6, 2009 at 11:13 am #

    Jeremy,Research is the magic elixir of copywriting…in fact it should be called copy research. If you don’t spend at least 3x as much time researching for your letter as you do writing it, you probably won’t write as good of a letter as you should have. If your clients won’t pay you for that time, you have the wrong client… move on. In the end your copy will be weak and your client won’t be satisfied anyway – you could even get a bad name in the industry. It’s just not worth the low pay they are probably offering anyway.

    • Jeremy Reeves May 6, 2009 at 2:13 pm #

      That’s absolutely 100% true Sean. Research definitely is the “magic elixir of copywriting”!

      You’re right about making sure the client knows that as well. Thanks!

      Jeremy

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