Let me tell you a quick story about Thomas.
Thomas “owned” an Amway-style multilevel business. When he first started out, he did what every MLMer does: invited his family and friends to his presentations so he could show them the biz.
And the family and friends found reasons to turn down those invitations.
But Thomas pushed ahead. Within a few years, he was one of his company’s top producers — and he won a Carnival cruise trip as his reward.
So Thomas decided to have a bon voyage bash dockside to celebrate. Free food and drinks for all!
He invited his “downline,” peers, and of course, his family and friends. No one turned down this invitation.
After a fun afternoon of mixing and mingling, Thomas headed up the steps to get on the ship.
Turned around for his final wave goodbye…
He used a few less fingers than usual…You see where I’m going with this story, right?
Most, if not all, of us have been underestimated, mistreated or downright screwed over by someone. Or at least we feel like we have.
There are times in our lives when then we’d love to rub their noses in our victories…
… and flip them bird when we’re done showing them how wrong they were.
It’s a powerful feeling basically everyone has experienced by the time they’re past adolescence (and probably plenty of times since).
And, yes, that feeling can overpower logic, hijack the decision-making process and drive people into action.
I’m 100% convinced the election of President Trump was driven, in part, by that feeling of revenge.
Millions of Americans gave the middle finger to [select enemy of choice] by voting for The Donald.
Millions of Hillary voters lined up at the polls for the same reason.
This works in copy, too. More than most copywriters and marketers realize.
The reasons why are obvious in politics, right?
But revenge and “I’ll-show-them” emotions work for health products… because looking better than the meangirl homecoming queen at your 20-year class reunion would feel really good…
Money-making products… so you can finally show your father-in-law that his daughter didn’t make a mistake when she married you (this one maaay be a little autobiographical)…
Even music lessons… because they may laugh when you sit at the piano, but when you start to play…
You can do the same thing in your copy, on pretty much any product or service.
Remind your potential buyers about those [select enemy of choice] who they’ve ALREADY been flipping off in their minds for years…
Then show them how you can help them prove their under-estimators and screwers-over wrong.
Help them imagine how good it will feel to stand on the edge of a cruise ship and give the one-finger salute to their haters.
Sometimes you can come right out and say it. Sometimes you’ll have to be more subtle.
The better you understand your audience, the better sense you’ll have about how to approach this in your own business.
Have a productive day!
P.S. Strong copy should help leverage the thoughts and feelings that are already rolling around in your prospect’s head… and help him realize it’s time to take action in his own best interest.
Sometimes revenge is the feeling that will take him there.
P.P.S. Do you feel hesitant to bring out the emotional big gun of revenge in your copy? I’d love to hear your thoughts.