This is the most powerful copy principle I can share with you.
It’s shockingly simple to understand. Once you get it, it can change everything for you.
And in my humble opinion, it’s significantly more powerful (and easier to use) than Blair Warren’s famed One Sentence Persuasion.
I call it the “Red Bull” copy secret…
… and its the foundation of everything you need to know to sell more of your product or service.
Really.
This video gives you a quick overview (less than 4 minutes) along with the story behind the secret.
Now, if you don’t want to watch the video, let me give you the formula in one sentence:
Sell the transformation your buyer wants… using what he already has… with just a little help from you.
That’s how Red Bull works.
Buyers want alertness without having to change their sleeping habits. They want energy without changing their diet or exercise routines.
They buy the magical potion to fix things for them.
Here’s an example of what this might look like in sales copy:
Notice that you don’t have to start a new workout. You just have to get this report that shows you a smarter way of doing what you’re already doing.
This is more than just simplicity or ease — although that’s a part of it.
In general, people don’t want to change their lifestyle, habits or decisions.
(They may SAY they want to change, but that’s a lie.)
If your copy reassures the reader that he can achieve his stated goal… using the things in his life he’s already comfortable, familiar and even happy with…
You win the game.
Of course, you have to be honest. If you sell bottled water and energy-boosting meal plans, your copy can’t promise Red Bull.
That said, if you can make your products so they relieve the buyer of effort, responsibility and change, the more you’re likely to sell.
Make sense?
Let me point out one more thing.
In the beginning of this email, I said that once you understand this principle, “it can change everything for you.”
I told you that you don’t have to change. This secret changes your results FOR YOU.
This stuff works.
Now it’s time to make it work for you.
P.S. I am a big fan of Warren’s One Sentence Persuasion. It’s a powerful framework for crafting compelling messages and being a persuasive person.
I just think my “one sentence” is superior.