Most people, including most writers, think of copywriting as the dark art of the writing world. Stringing words together that motivate people to buy things is seen as both mysterious and sinister.
We all hate being sold to. But, in a cruel twist of fate, learning how to sell to other people is essential to finding success. It doesn’t matter if you are an employee, a business owner, or a freelancer, you have to know how to sell.
When I was twelve years old, I become interested in the unholy trinity of politics, con artists, and magic. I didn’t see the connection then, but what I was really fascinated by was persuasion.
My interest in the ability to convince other people to change their minds led me to a life of being a professional persuader — first as a lawyer and later as a marketer and copywriter. Great sales copy is persuasive. You judge sales copy not on the beauty of its grammatical construction, but on the amount of revenue it generates. In marketing, the most important metric for persuasive ability is measured in dollars.
How do you write sales copy that gets people to open up their wallets? Is there a secret formula?
Unlike most things in life, there is a secret formula for writing successful sales copy. Once you understand what to look for, you will see it at work in everything from car commercials to emails in your inbox.
Politicians, Con Artists, and Magicians
When you look at a successful politician, con artist, or magician, it’s tempting to think they have some mystical gift of charisma. Their words seem to have a magical lilt that hypnotizes people into becoming eager believers. It seems like they can get people to do almost anything.
However, all of that charm is just an illusion. The most successful persuaders in the world know a psychological cheat code that allows them to enjoy an immense influence on their audience.
What is this cheat code?