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, curiosity is 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.
Now, have a productive and entertaining day!
P.S.
Next month, I’ll be speaking at Dr. Avis Jones-DeWeever’s Black Millionaire Coach Live event in Washington DC.
It’s going to be an incredible 3-day event.
During my presentation, I’ll reveal the secrets to writing copy that attracts and converts high-ticket buyers.
(Previous copywriting experiences not required)
I’m excited to see lives and businesses TRANSFORMED and to be in the room with expert entrepreneurs on the verge of realizing their dreams.
Plus, I haven’t been on a physical stage since just before the pandemic. It’s good to be back!
If you’re a coach, consultant or service provider in the knowledge economy… and you’d like to add another zero to the end of your revenue number…
I encourage you to be there October 14-16.
It will be one of the best investments you ever make.