Reading Time: About 6 minutes
Mindset (overcoming your readers initial resistance)
OK, in this last session we’ll start to move away from the techniques and methods, and focus on the mindset of our average reader.
Understanding “what” to do, and “how” to do it is crucial for the success of your sales copy. But understanding “why” is just as important (maybe even more important). Because when we understand why something works, we can more easily decide which elements are prime for tweaking and testing, to increase response rates.
So what are readers thinking when they first see our sales copy?
Of course at the top of the list is the old acronym WIIFM (What’s In It For Me). Because the truth is, nobody cares about what you’re selling until they know how it will benefit them.
That’s why we always need to think about the benefits to our audience whenever we sit down to write anything. Keeping this one thing in focus assures us that we’re always moving in the right direction.
We also need to remember that we’re competing against some natural, and very powerful obstacles working against us right from the start.
A few of these obstacles are…
1. Advertising Clutter:
People are being exposed to hundreds (even thousands) of advertisements every day.
There’s radio and T.V. ads, billboards on the roads we travel, promotional signs in the stores we shop at, email promotions (and spam), ads on nearly every website we visit on the internet… And the list goes on…
As a society most of us have learned to “tune out” the Advertising Clutter, and we only pay attention to the few things that are interesting or important to us.
OK, I can almost hear you saying… “But I don’t see thousands of advertisements every day.”
And that’s exactly the point… They are everywhere, but we tune 99% of them out before they ever get the chance to register.
The next obstacle is preoccupation…
People are busy with their own daily lives. They have their own problems, desires, anticipations… And nobody asked you to interrupt their day with your sales pitch.
So they’re not only unaware that your ad is about to show up, but they also don’t care about it. Unless it attracts their attention with something that’s important, or interesting to them.
And then we have skepticism…
Simply put… They’ve heard it all before and they’re not only wary of your claims, but they’re actively skeptical or even cynical about sales pitches in general.
All of this, and more, is working against us before our copy even gets in front of people.
That’s why things like our Headline, and Lede need to grab attention and pull people into our copy. And we need to anticipate resistance so we can address it quickly.
Let’s walk through a typical thought pattern when someone first sees our copy…