Reading minds… The Sequel

Hey,

So this is a very short and sweet continuation of my last blog post on the importance of “reading minds”.

Here’s a super practical way to look at this concept.

Think of your favorite band…

Got it? Do you have a song in mind too?

Great. Okay, now imagine that you are speaking with a total stranger.

And pretend that you guys are just chatting – maybe you bumped into each other at the market.

And then pretend that as you’re talking, the stranger mentions your favorite band and says, “Oh I love those guys! They’re my favorite!”

Instant connection, right? Suddenly the stranger doesn’t feel like such a stranger, right?

You have something in common. And suddenly a conversation about the band opens up. And then that leads to a conversation about what you do for a living, and your family, friends, and before you know it you’ve just made a friend.

Now, what’s this got to do with copywriting?

Just like you’d feel an instant connection with a stranger who had the same favorite band as you – your readers will feel a connection with you if you have something deep in common with them too. That’s why it’s very important that you find out as much as you can about your clients, and about who you want to become your clients, because you never know what little detail in their life will get you in the door.

That’s why headlines talking to women that say, “Get back in your skinny jeans!” work so well – all day long in the backs of their heads many women are thinking, “Gosh I wish I was back in my skinny jeans – oh look at that girl over there she is in her skinny jeans and oh boy so is that one…” and suddenly a headline says, “Hey, you can be back in your skinny jeans, too! Just read this!”

…and there’s a good chance she’ll either really want to read the magazine, or that she even will, because that headline entered a conversation that was already going on in her head…

That’s how million dollar sales letter writer Robert Collier put it.

-David