Before you write a word of copy, remember this:
Trouble awaits your prospect if your marketing doesn’t work.
Obviously, you’re marketing to win business and earn money. But that’s not the sole objective.
Your message needs to help your dream prospect escape the trouble lurking near his doorstep.
Here’s an over-the-top illustration I often use to make this point.
Which is more arresting? A headline that says “We help churches stay off the IRS naughty list”…
Or this:
Again, I’m using an extreme example to illustrate the concept clearly.
Most accountants and bookkeepers would never use anything like this. Which is totally understandable.
But if your prospect is in danger of going to jail… having his organization shut down… or falling so far behind in their retirement accounts that he’ll NEVER be able to stop punching a clock…
You might want to shake him up a little to prevent that happening.
Are you pulling out all the stops to help protect your dream prospects from the danger that awaits them?
These are things worth thinking about before you start writing your emails, sales pages, presentation scripts and even social media posts.