Quick Copywriting Tip #4: Whenever possible, write to people who are already at least half-convinced.
One of the hardest things in the world to do is convince someone they’re wrong. That their opinions are wrong, the way they’ve been doing something is wrong, etc.
We’re all naturally resistant to change (inertia) — and we usually don’t like anyone telling us to change course.
In many cases, that’s what we’re doing: telling people they’re wrong and we can “fix” them.
We may be asking someone to change
- from inaction to action — get off the fence, like we talked about in Tip #3
- from one course of action to another
- brands or providers
- his thinking
- his habits
Change is hard. So why, when your business/profitability are on the line, are you asking people change?
Perhaps you should start “preaching to the converted” instead.
A good writer is more likely to buy writing resources than a bad one, even though he needs it much less.
A dedicated marathoner (like the guy we talked about in Tip #2) is much more likely to invest in fitness stuff than a couch potato dedicated to Game of Thrones and his Playstation.
I know you mean well. But keep in mind that changing the world (or just one person’s mind!) usually takes a lot more work than helping your “choir” make progress towards its goals.
Your ideal clients are not necessarily the people who need what you offer the most. They’re the ones who KNOW they need it and/or want it badly and are willing and able to pay for it.
Share your message with those people. Become a visible expert where they congregate. And continue growing your own audience (mailing list) of people who don’t need convincing.
It’ll save you a lot of energy and headache — and probably make you a lot more money.
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Check out all 13 Quick Copywriting Tips.
Here’s an example of a fantastic argument that hits home on both the intellectual and emotional levels… but is largely pointless. Ta-Nehisi Coates trying to “sell” the idea of reparations for African-Americans… to a Congress that couldn’t care much less about the subject.
