The Code Breaker Newsletter - Issue #019 The Three Core Areas To Focus Your Copy

Hey Code Breakers,

Have you ever read or watched a piece of content that felt like it touched on the very essence of who you are? I'm talking the type of content that gets that little voice inside your head saying "yes, that's me!"?

This type of content starts with one very specific thing. It's something that you will want to not only keep top of mind, but study on a regular basis. Ideally, you want it to become part of your soul. Because when it's ingrained in you, all your copywriting becomes easier. And you'll be able to recognize good copy from bad in an instant!

But first, here's what most people get wrong in their copy.

Generic Copy = Generic Results

Top 3 reasons your copy falls flat:

• Reason 1: No One Reads It

  • To get your content read, you must create headlines and hooks that grab attention. They must halt the diverse activity of the mind, and focus attention. If you don't, it doesn't matter how good your copy is. No one is reading it!

• Reason 2: It's All About You

  • Great copy is never about the writer. Sure you may share a personal story from time to time within your copy. But if that story doesn't connect to the reader and what they want, it's pointless. Make your copy about them, not you.

• Reason 3: You're Selling What They Need

  • For all the intelligence the human race possesses we still don't buy what we need. We buy what we want. Point blank. End of Story. If you're not selling people what they want, no one is buying.

But there's good news. There are three very specific things you can focus on that will help move your prospects to actions. Speak to the readers wants. And, convert like crazy.

Keeping reading if you want to learn how to use them in your next piece of content.

Area 1: Desires

These are the wants, needs, cravings, thirsts, hungers, and lusts. They're the driving forces that drive your prospect through life.

They consist of three primary categories:

1. Physical Desires. Ex: a muscular physique, to fit into their skinny jeans, to be healthy, etc

2. Material Desires. Ex: money, fancy cars, luxury clothing, etc

3. Sensual Desires. Ex: the need for a cold body to experience the warmth of a roaring fire. Or the executive that wants the soft feel of supple leather for his office chair, etc

The great thing about these desires is that they already exist. You know how energy can neither be created or destroyed? Neither can desires. You cannot create, diminish, or battle them. But you can enhance them.

Your primary task with desires is to first know them, and second to integrate them into your copy. Because although you can't create the desires, you can expand them. You can sharpen them. You can channel them. And most importantly, you can give them a goal!

Desire is key to making your prospects want what it is you're offering. It helps them to visualize themselves experiencing it, and see it as their own.

Area 2: Identifications

You may have heard it said that all decisions come down to a singular choice - to increase ones status or decrease it. That's it, it's that simple.

It's about how they want to identify themselves. Their longings in life. And how your product or service will either increase or decrease their status. Some call them goals, hopes, dreams, ambitions, etc.

Either way, it's about giving them what they want. It's about helping them see the status boost they'll receive from buying what you offer. What would those be for your buyer? Make a list and keep it handy for the next time you're writing copy.

Area 3: Beliefs

Beliefs may be the most powerful of the three. They're the opinions, attitudes, and active strategies they've developed over time. It's the prospects map.

Beliefs represent how your prospect comes to their decisions. It's a process of fitting the new facts you're sharing into their established map and way of thinking. Because the beliefs belong to your prospect they act as a sort of filter. A filter based on emotion and logic. One that answers the question of whether they will receive their desired result.

For that reason, you must address the beliefs from their perspective not yours. Your copy must create a pattern of thought that proves that your product or service is what's right for them.

Today we’ve covered the very specific things you can focus on that will help move your prospects to actions. Speak to the readers wants. And, convert like crazy. These are the three components that make up your prospects mind - the raw materials so to speak. Weave these into your copy and watch your results soar!