The biggest sale that was ever made to me in my life was when my mother sold me on not smoking about 35 years ago. I was thinking of starting. My mother said to me, and I will never forget this, “You want cancer? You want to die? Well that’s what’s going to happen if you smoke!” I have never forgotten those words to this day. This was the most powerful sales pitch I had ever heard. My mother hit me right where I live…in the heart. She appealed to my emotions…to my instinct for survival. I never touched a cigarette after that day. Had I not had this talk with my mother…who knows?

Professional copywriters do just that. They appeal to the emotions of people. Your prospective customer does not buy with his head…he buys with his heart. He doesn’t buy that brand new Corvette because it has a fancy engine. He buys it because it looks cool and thinks it’s going to make HIM look cool. He thinks it’s going to get him girls, respect and lots of friends. It’s going to make him popular. That it’s fast or reliable or whatever facts there are about the Corvette are immaterial. All that matters is how it’s going to make him feel.

The biggest mistake that beginning copywriters make is that they try to appeal to a prospect’s brain. They say things like, “This product has XYZ and contains ABC” and the prospect couldn’t care less. What the prospect cares about is what that product is going to do for them. How is that product going to make their life better? How will it make them feel? Once you understand this…you’re half way to becoming a proficient copywriter.

In order to accomplish this task, you need to go through the product that you’re promoting, make a list of all the bullet points or features and then for each one, come up with something that the particular feature is going to do for the prospect. For example, let’s say you’re writing sales copy for a new kind of computer processor that is faster than any other processor on the market. You don’t want to concentrate on the speed of the processor. Sure, you can mention that it’s 5 gigahertz or whatever, but don’t forget to include things like, “With a processor this fast, you can print documents 10 times faster, download large files 8 times faster” and so on. You want to show them what this processor is going to do for them.

But it doesn’t end there. See, then you want to tell them how, “This will save you time so that you can concentrate on more important things or have more time for leisure activities.” In other words, you’re showing them how it’s going to make their life better.

In my signature, you’ll find a resource that will give you all the tools you need to write killer copy that will save you $2,500 to $15,000 in copywriting costs and even allow you to charge these outrageous fees yourself.

To YOUR Success,

Steven Wagenheim
Want to write copy just like the pros? Visit my site at http://www.bcipe.com/ and discover killer copywriting tips that have allowed me to write my own copy for years and earn myself a 6 figure a year income selling my own products.