In Scientific Advertising, Claude Hopkins teaches us that “any … attempt to sell, if apparent, creates sales resistance.” This is as true for copywriters as it is for door-to-door salespeople. If you’ve written sales copy, you’re already familiar with the truth of this principle.
To circumvent this resistance, you have to take a different approach. Applying the defensive perspective makes a lot of sense.
Here are 7 defensive copywriting strategies that will help overcome obstacles to closing the deal. They may even prevent those hurdles from entering your readers’ minds.
1) Express genuine interest in and empathy for your prospects’ desires/needs. This can be challenging. You may have to edit until you get the tone and language just right, but it’s possible.
This goes a long way to removing the resistance to being sold. Your reader feels valued by you; you think of him as a person, not a customer. Major distinction.
Read the other 6 tips on ProCopyTips.