By now you know that texts are a fundamental pillar in your marketing strategy, but it is not a pillar that can support the full weight of your brand’s success or failure.
You have created a product or service because you are aware of the need that needs to be covered. That is, there is a real demand for what you offer and you have identified your target audience.
The first cars with a built-in airbag were not launched at the request of customers. Nobody said: “Oh yeah, put an airbag on me, I want it.” The client’s need was to feel safe. Through a need, a product was designed.
- And in your case?
- Do you sell something that people need?
- And do you know WHO needs it?
If not, I am afraid that you should look back and lay the foundations of your business, because it does not matter how good your texts are or how much money you invest in advertisements promoting what you do.
The messages will fall on deaf ears.
However, if you know who you are addressing but you cannot get the dart to hit the target, you must analyze what reasons are keeping your reader-client from the sale.
- Surely one or more of these phrases pass through your mind:
- I do not have enough money.
- I don’t trust you or your brand.
- I’m in no rush to buy it.
- I don’t want it that much.
The four objections can be summed up in one word: FEAR.
The writer HP Lovecraft said that fear was the oldest and strongest of human emotions. And according to studies in neuromarketing, he was right.
Does that mean we have to sell fear? Or that our texts must provoke need through fear? Never. Rather the complete opposite.
The key is to understand your customer’s fears and make them feel that your product or service is the one to solve them.
Jürgen Klaric sums it up in one powerful phrase: “Become the antidote to your client’s fear.” That is: identify the fear of it, eliminate it and you will have managed to transform the “no” into “yes”.
To identify the fears and launch a message that connects, you must make a list of all the possible fears of your reader-client.
It is not only valid with superficial fears, we must delve into more primitive fears and relate them to his desires and needs.
One of the examples I used in my sales letter training was that of a simple kitchen machine.
If we ask the customer why he is afraid to buy he can say:
- I’m afraid it’s of poor quality.
- I’m afraid of not knowing how to use it.
- I’m afraid it will be difficult to fix if it breaks down.
- I’m afraid to buy it and then leave it in a corner.
If we ask you why you think you might need it, you can answer:
- I need it because I don’t have time to cook.
- I need it because I don’t know how to cook balanced.
- I need it because I love the latest technology.
- I need it because my family is very big.
And if we relate it to your real wishes, it is most likely that you will say:
- I want it because I want to be a good father / mother to my children.
- I want it because I want to be slim or fit and feel accepted.
- I want it because it implies status and I want to feel part of that group.
- I want it because I want to improve my quality of life.
Loss of desires is the real fear.
All the information helps us to write texts that attract their attention, but if you understand what they want, you will know what they fear losing and you can write to transform their anguish into well-being.
Jürgen himself simplifies the purchase process in a masterful formula: elimination of fear + reduction of energy + increase of pleasure.
We have already seen that fear is the emotion that moves everything, but the brain makes decisions based on the pleasure it is going to receive and the effort that is avoided.
Why do you think “Get X in X Time” headlines are so appealing?
So that you understand it better, I give you one of my intensive trainings as an example. In the Write your website course, I promised that after 4 weeks anyone would be able to write the texts for their website.
We are going to analyze the fear-energy-pleasure triangle of that specific product.
Elimination of fears:
- It is expensive> pay in installments / satisfaction guarantee with return.
- I won’t be able> custom tutor / you end up with the written web.
- Writing my website takes months> you will only do it in 4 weeks.
- I don’t have time> personalized follow-up and synthesized training.
- My website does not define me> finally some texts at your height.
- My website does not sell> finally texts that convert.
Excerpts from the product sales letter:
And although you feel that your mind has the exact words, when it comes to capturing them on the blank page, the texts never convey your brand 100%.
What if I told you that there is a 7-step method that turns words into honey for your clients? Transform your website in 4 weeks with texts that say
“Hey, I’m here” and “Yes, I have everything you need.”
8 live seminars: live classes with analysis and techniques.
Personalized audit: you leave with the finished website.
Unlimited support: 4 weeks of questions answered.
I want to see you smile in front of a website written by you.
At last you are going to create strategic texts without blocking yourself.
Increased pleasure, reduced energy and elimination of pleasure. Do you see them reflected in the text? It is the same as you should do. You can apply the exercise to any product or service.
Remember that if what you sell exists, it is because it covers a need connected to your fears and desires.
You are now one step closer to removing the barriers between what you offer and what they hope to find.