Monday, April 21, 2008

Real Copywriting (Part 1)

Imagine if you could persuade anybody using emotional logic?

Over the coming days, I will share with you what I have learned about logic, and how you can use it to win arguments almost every time.

This will help your copywriting in a BIG way. Because copywriting is 'salesmanship in print'. It is selling, on paper. Selling in person. It's all SELLING. Getting the other person hot and bothered for your product, and then having him BELIEVE it will do the things you say it will. If you can read the words that I will type over the coming months, you will become almost unbeatable in arguments and be able to persuade anyone to your side.

That's a huge claim, but I'll prove it to you over the coming months. Simply using what I share cannot help but make you more successful in selling.

You cannot even begin imagine how it will help other parts of your life as well. Relationships. Ideas. Social skills. Deciphering people who are trying to persuade YOU to THEIR side of things, bullshit that is trying to be sold to you, being taken advantage of, etc.

But maybe most importantly, what I'll share with you will teach you to think logically and...to think for yourself.

Over the coming days I want to do something special for you.

I'm going to teach you how to become a Real Copywriter. Nothing to pay. No catch.

Real Copywriting is when you adhere to logic. In other words, you make emotional arguments with such logical grace, that your arguments cannot be beaten.

Gary Bencivenga is the greatest copywriter in the world. And the one suggestion he gives, above all else, is that you ingest your copy with more PROOF.

But what is PROOF?

As far as the lessons that follow are concerned, 'proof' is using logic in a way that makes people believe you - without question.

Imagine if you could persuade anybody using emotional logic?

Over the coming months, I will share with you what I have learned about logic - and how you can use it to win arguments almost every time.

This will help your copywriting in a BIG way. Because copywriting is 'salesmanship in print'. It is selling, on paper. Selling in person. It's all SELLING. Getting the other person hot and bothered for your product, and then having him BELIEVE it will do the things you say it will. If you can read the words that I will type over the coming months, you will become almost unbeatable in arguments and be able to persuade anyone to your side.

That's a huge claim, but I'll prove it to you over the coming months. Simply using what I share cannot help but make you more successful in selling.

You cannot even begin imagine how it will help other parts of your life as well. Relationships. Ideas. Social skills. Deciphering people who are trying to persuade YOU to THEIR side of things, bullshit that is trying to be sold to you, being taken advantage of, etc.

But maybe most importantly, what I'll share with you will teach you to think logically and...to think for yourself.
Let's begin...

This course is about learning to think for yourself and being your own person.

From here on, we'll refer to 'copywriting' as selling - because that's ALL it is. And selling is assembling ideas in the most persuasive order possible in order to get the response you desire from the people you desire it from.

In copywriting, you must learn to evaluate ideas and information.

The main goal here is not to teach you 'what to think'. That's what the gurus want for you. To teach you their way. After all, that's what they're selling. They teach you 'what to think'.

My goal is to teach you HOW TO THINK. How to become an independent and self-directed thinker and learner.

This will improve your selling skills in so many ways. You'll be able to counter arguments and understand when somebody is trying to persuade you unethically or without logical reasons...but rather for their own good.
 
What I'm going to share with you are the tools needed to effectively identify, analyze, and evaluate arguments and truth claims; to discover and overcome personal prejudices and biases; to formulate and present convincing reasons in support of conclusions; and to make reasonable, intelligent decisions about what to believe and what to do.

Anyone can make a huge claim. Far fewer can prove them.

Your selling will become SO potent when you learn to prove your claims and the proof is absolutely unquestionably rock solid.

The following are ideas to keep in mind. The best persuaders and sellers in the world know about these ideas - and then they use them to sell...because the consumer rarely exercises any of these. Is it any wonder people who know how to sell and write world class copy yield such power?

There are some beginning idea you must begin to understand, and they are as follows... 

CLARITY: In copywriting your words must be extremely clear. You must be clear about exactly what you intend to accomplish. You are seeking maximum clarity of language and maximum clarity of thought. Remember, it's not always the words - but the IDEA BEHIND the copy that sells the product.

PRECISION: To cut through confusion and uncertainties that surround problems and issues, it is necessary to insist on precise answers to precise questions. What exact problem are your clients facing? What exactly are the alternatives? What exactly are the advantages and disadvantages of each alternative? Only when you seek this type of precision can you be incredibly persuasive.

ACCURACY: You are guaranteed to make bad decisions if your decisions are based on false information. Garbage in, garbage out. Don't simply value 'truth'; have a passion for accurate, timely information.

RELEVANCE: People try and distract you by raising irrelevant issues all the time. If someone is selling a great course on selling and competitor X says, 'It's no doubt his selling course is probably good, however I remember when he was in Miami for a seminar and they cancelled his speaking spot because someone more important came. It's true. Just ask anybody who was there.'' - it changes your viewpoint. It grabs the frame and shifts it.
How many times has this happened to us in all sorts of not so dramatic situations? A logical person realizes that the Course Sellers booking being cancelled has nothing to do with how good his course is.

CONSISTENCY: There are two kinds of inconsistencies. One involves saying or believing inconsistent things - things that cannot all be true or cannot both be true) about something. Second is practical inconsistency, which involves saying one thing and doing another. Humans often display an amazing capacity for self-deception when they aren't even aware they commit these inconsistent acts. In fact, many people claim morality is 'relative' while holding views that imply it's not relative. After this course, you'll be able to recognize such logical inconsistencies and, better, avoid them altogether.

LOGICAL CORRECTNESS: To think logically is to reason correctly. To draw well founded conclusions from the beliefs we hold. We need well supported and accurate beliefs. And we need to be able to reason from those beliefs to conclusions that logically follow from them. Here's an example of this illogical thinking. Nuns were asked why they take a bath with a bathrobe on - and they replied that God can see all and it is for that sake. I wonder if God can see through that bathrobe? Evidently not. Their reasoning was: 'God sees everything', 'God
sees through bathroom walls', but they failed to acknowledge that 'God sees through bathrobes'. This is a curious example, but not uncommon. Think of how many times this type of thinking pervades your life.

COMPLETENESS: Thorough and deep thinking, rather than superficial and shallow. This is how you learn to persuade.

FAIRNESS: Our thinking must be open minded, impartial and free of distorting biases and preconceptions. This is incredibly hard to achieve as we're shaped by our individual life experiences. However, basic fair-mindedness is an essential attribute of a logical persuader.

1 comment:

Leah Gray aka creativeblogger said...

You need a catchier heading, less waffle, more concise,

that's my tip to you ;)