112 words and not a single detail about the product.
It describes the kind of people whose lives have been changed (so the ideal client can self-identify) and paints a picture of HOW their lives changed (to build up desire)
It doesn’t matter what the product is at this point. Buyers aren’t after the product. They want the result.
People don’t buy things just so to have them sitting on a shelf.
They’re buying a better life (in whatever way the product makes that happen).
Caveat: this is less true when you’re selling to people who are very familiar with your product or service. They know how amazing it is, so you’re free to use their positive experience as a launch pad for your new copy.
Instead of being clever and coming up with 23 predictions for 2023, I’ll just give you 3 for the coming year.
I don’t know that any of these will be shocking, but I think you’ll find them useful. (And correct.)
Let’s get to it.
Prediction #1: The population general will shift even more toward fear about the economy.
Yes, we’ve already heard plenty of complaining about inflation (and I think we’re a ways off from seeing that fixed), possible recession, etc.
Still, 2022 holiday spending has been record-breaking.
If your neighborhood is anything like mine, people bought everything they could get their hands on for Christmas.
I predict people will adopt a more defensive attitude in 2023. Spending will be tempered (not decimated), and in most industries, you’ll have to work harder to get people to open their wallets.
Prediction #2: AI will help creatives more than it hurts. Consumers won’t be so lucky.
Based on my last few emails, you already know I don’t see ChatGPT and other artificial intelligence tools as a threat to copywriters… designers… children’s book authors.
I just uploaded a video highlighting 10 copywriting skills AI doesn’t have (yet) that guarantee humans will still be running the show for the foreseeable future.
Besides, no one wants to do our jobs!
Entrepreneurs are already full-time busy with their jobs. The reason they don’t study copywriting or graphic design is the same reason most won’t invest the time to learning to leverage AI.
And even if they do bring AI into the mix, they still need skilled copywriters, designers, etc., to run the program!
That said, marketers will create far more content in 2023 than ever before. Much of it will likely come from AI.
More and more content… with less and less originality… which means more and more noise for everyone to sift through.
Several experts are even advocating for and teaching “authors” to use AI to ghost write their books!
In many ways, I believe 2023 is going to be a year of content quantity over quality as people prioritize speed.
It’s like giving a teenager the keys to a gassed-up Bugatti. Could be painful to watch.
Prediction #3: The value of real expertise will increase… but it’ll be harder than ever for most to get their expertise noticed.
True, original-thinking experts will seem increasingly rare and refreshing amidst an onslaught of mediocre AI content.
Your ideal clients will sing “Oh happy day” when they find you. They’ll likely be more tired than ever from wading through the sea of cyber-sameness.
In 2023, you may need to crank out more copy/content than you’ve had to produce in the past — without decreasing its quality.
Showcase your expertise, your unique and relevant experience, your empathy and your HUMANNESS… even if you use AI like crazy.
(For the record, my plans for the new year include a TON more content. So I’m not just talking to hear my fingers hit the keys.)
AI will get better over time, and people (hopefully) will get better at using it.
In my previous article, I mentioned that entertainment, experiences and escape are a priority for pretty much everybody…
And I kinda proved it’s true… but I didn’t really show you how to do it.
I’m not going to show you today, either. I just pulled an all-nighter finishing up a 68-page sales letter…
So I’m barely typing these words right now.
Here’s what I will do, though.
Let’s discuss what it means to “entertain” your readers with your copy – because it’s almost certainly different than you think…
And probably simpler than you think.
“Entertainment” in copy doesn’t necessarily mean trying to be funny, although that’s one option.
Entertainment, as I define it, is generating a desirable emotional reaction in your reader at some point in the copy.
So it can be humor, but it can also be:
Excitement – Most people are painfully bored all the time. Give them a jolt!
Connection – Reveal something you likely have in common with your reader. Growing affinity is a great thing.
Inspiration – Who doesn’t like feeling inspired?
Validation – People love finding out they’re right and/or that the right people agree with them.
Discovery – Education can go too far, but you want to help your reader feel like he’s stumbled across something valuable (especially something others haven’t discovered yet) when he reads your copy.
Nostalgia – I think everyone over 18 years old has fond memories of the “good old days.” Bring those memories to mind and your reader will associate you with those good feelings.
Curiosity – Curiosity creates its own discovery and positive emotional payoff when discover happens. Plus, once it’s sparked, curiosityis one of the hardest feelings to ignore.
Desire– Gets your heart pumping. Desire feels good, even before it’s satisfied.
Anger – Admit it, sometimes you WANT to be angry. And it feels good to be angry together.
Relief – If you can take away anxiety, pain or frustration, your reader will love you.
Story – An engaging story is an experience people gladly join along.
Hope – Help your reader believe his (immediate) future looks bright.
And the idea is to generate these desirable emotions consistently in your messaging over time that the reader WANTS to read before he even knows what your message is about.
He just knows he enjoys the experience of hearing from you, even if during those times he doesn’t buy from you.
Like Pavlov’s dog… ready for his tasty snack.
The good thing is, he’ll increasingly believe (partially unconsciously) buying from you or working with you will be even more emotionally fulfilling.
So that’s a quick overview of how I define entertainment in copy. Want more details? Check out this livestream recording:
See? There are lots of ways you can work it into your copy.
In case you hadn’t heard, Disney just had its best quarter ever. Its theme parks are making more money even though there are fewer visitors than there were pre-pandemic.
Revenue from legal gambling (which I guess is a form of entertainment and escapism) in American casinos and other legal gambling outlets “smashed all-time records.”
CEO of sports betting platform DraftKings said he sees zero impact from inflation. Revenue is up 68% year-over-year.
If you can offer the 3 Es as part of your product or service, great.
But if nothing else, add entertainment value to your marketing and make it an experience!
2) Your clients need you MORE now, not less.
You can help them make more money… save their relationship (which is strained by financial concerns)… get healthier (which is hard when you’re stress-eating)…
And you can come up with a way to give them the entertainment, experiences and escape they’re desperately looking for.
In good times, your ideal clients didn’t need help as badly. But now, even though they may be anxious about the economy, they really need to get results.
Position your business as THE solution your should-be client needs (including entertainment, experience and/or escape) – and promote your offers confidently and consistently.
People ARE spending money. They’re just being choosy about where and with whom.
3) Raise your prices – or at least add a premium version of your offer.
Once you implement Idea 2 above, it’s clear you have something people gotta have… and they’ll be willing to pay
Disney theme parks KEEP raising prices. It’s a major reason why they’re bringing in so much cash even with fewer guests. (Maybe fewer guests is a good thing.)
Keep in mind, it’s not just marketing. Disney delivers a memorable, share-worthy, braggable experience. You need to do the same.
Also, higher prices are attractive to clients who are less price-sensitive. Clients who make decisions primarily based on price (in your industry at least) are probably not the best clients for you.
Oh, and boosting your prices helps you fight off inflation, too.
Here’s to putting more dollars in your pocket!
P.S. You can’t control the economy. But you can control your response to it. It’s time to be proactive and aggressive. Let’s get it!
My friend Golibemade a great video this week exploring the power of a compelling story.
He briefly highlighted a point I haven’t heard too many gurus talk about:
How “unfair injury” connects you to a story character.
Golibe’s video just touched on the concept briefly, and it inspired me to expand on the idea a little more.
Because it’s a subtle but hard-hitting persuasion tactic.
It’s a key reason we form emotional bonds with characters (even if we don’t realize it) in countless books, movies and even marketing material.
In The Story Solution, Eric Edson says:
“After courage, the second quickest way to bond an audience to your hero is to place that character in a situation where blatant injustice is inflicted upon her.”
This isn’t necessarily the same thing as the “rags to riches” story arc. There are levels to this.
Let me share an example.
I worked with a few years ago who was paralyzed from the waist down as a teenager.
We occasionally mentioned that fact in sales copy. It was the catalyst that drove him to learn the skill he turned into 3 multimillion-dollar business.
One day, the client had the idea to take the story to another level.
He talked about how a group of older teens beat him so badly that he’d never walk again. Then the medical bills crushed his family financially. And that series of events forced him to do something different…
Fleshing out the unfair injury kept people glued to their screens and practically forced viewers to root for my client.
Sales on that webinar were off the charts. (I don’t remember the stats, but I get there were fewer returns, too.
You can use unfair injury to draw readers/viewers into your copy and keep them emotionally engaged.
Share painful stories — and especially of injustices — against your main character. The more vivid the better.
Maybe your boss gave the promotion you deserved to someone else. Better yet, she gave it to the new guy the one who always wears tight shirts — the guy YOU TRAINED.
There are a thousand variations.
As long as the story is believable, your reader/viewer’s heart will go out to your character, which advances the sale.
That’s your homework: Spend some time thinking about how you can use unfair injury in your own marketing.
It’s not the only trick you’ll use. But it’s a good one to have in your repertoire.
Have a productive day!
P.S. Presenting a perfect picture of yourself in your promotions is less persuasive than you probably think.
I know, it’s a little scary to tell your darker stories.
But it works. It can help you with sales now and retention/ascension over time.
Your ideal clients will feel even more connected to you. They’ll be even more excited to hear from you.
