Vision and Belief

Copywriting can get very complicated.

Every guru and "A-Lister" has dozens of formulas you're supposed to memorize if you wanna get good at it.

So this is my effort to make it really simple for you.

I think of two things when I write copy.

Vision and Belief.

Let's dive into them.

If you've ever been in sales before, you know its VERY hard to convince somebody to do something by just telling them facts and figures.

Same goes for copy, there's a reason blunt logic doesn't persuade us to do anything.
For example, everyone knows smoking cigarettes will kill you. Everyone knows eating McDonalds is unhealthy for you, and everyone knows drinking alcohol every weekend will ruin your health.

Despite these "facts", people still continue to do it anyway.

Why?

They don't have an accurate vision of the detriments to their health.

The fact is, the human brain thinks in terms of pictures.
As you're reading my words, your brain is automatically conjuring up images onto the moviescreen in your mind.

I'm transplanting images from my brain, to my writing, to your mind right now. There's nothing you can do to stop this from happening, besides closing this page. (don't do it because there's cool stuff coming up)

And this is your first golden key to unlocking a treasure chest with just the power of  your words.

Before I write a single word of copy, I want to understand the images my market already has in their mind.
You may have heard this described as the "conversation already happening in their mind". Robert Collier said it in the 1920's.

Next, I want to create the most compelling vision of the future my product can deliver.

There's a very specific reason why I do this.

As you know, we make decisions emotionally and justify them with logic.
Even the decision to only act logically is an inherent emotional one.

With that being the case, the fastest way to create an emotional reaction with your market is to create a vision for them. Write in terms of the images they're already likely to be experiencing.

Here are some examples.

First you want to create a vision of their pain, as long as it's connected exactly to what your product solves.

Perhaps you're selling a weight loss product to new mothers. This is easy and fairly straight forward.

A vision they may have is waking up in the morning, looking down at their gut which has been constantly expanding ever since they had their first child.
They know they want to get back in shape, but they just feel so drained because taking care of their baby is a full time job.

Between waking up at all hours of the night with a screaming infant, to juggling housework, and a job, they just don't have time to get back to the gym.

Now you have to crank up the emotional intensity. Describing their situation alone is not enough.
You want to put a magnifying glass up to their negative feelings which the situation is creating.

Will your husband continue to look at you the same if this keeps up? Do you catch him looking a bit too long at other women who are slimmer? Women who look like you did before you had your kid? Do you know what he is thinking when he looks at them, compared to you?

And what happens if you don't take care of your body now? Will you have the energy to play with your child as she grows up? Will you be around in 15-20 years to watch them graduate school? You know the risks of heart attacks are steadily rising here in the United States. In fact, it's the number one killer.

Notice this last paragraph introduced a fact. At this part of the copy, it's entirely fine to introduce a fact because you're adding emotional weight to your words. Your reader is grasping the seriousness of her situation.

Before she could simply move these negative thoughts to the back of her mind, now she's forced to deal with it.

Now you can continue adding visions of other ways to lose weight which aren't as effective as yours.

Dieting is painful and you don't get to eat your favorite foods. Going to the gym is a hassle, especially when you need to take care of a newborn, plus most home workouts don't work because you often forget about them. Not to mention the fat burning supplements out there are dangerous and are really just an unhealthy band-aid solution.

But what if losing weight didn't have to be hard? What if you could do a quick workout at home, where you didn't have to leave the house...and
get the body you had in your early 20's back?

You wouldn't have to worry about your husband looking at other women, he wouldn't be able to keep his hands off you...and you'd have more energy so you could take your kid to the park without feeling tired and run down.
Not only would you still be alive in 20  years, you'd still look absolutely gorgeous and vibrant.

It's entirely possible, using a breakthrough discovery called "The Donut Diet"...

Now you're creating a vision of their perfect desired outcome and introducing your solution.

The next step is tieing their desired outcome vision to their current vision through your product. You describe all the ways your product helps solve their current problem, then you tell them how they can get it.

Now if you go back up and read everything I just wrote, it follows a classic formula.

Problem
Agitate
Invalidate other solutions
Solution

What I've found is if you don't think in terms of vision and you write using this formula, you tend to miss the mark in a variety of ways.

You can either get too factual right off the bat, or you can go off on tangents about things they aren't experiencing, and so on.

When you think in terms of vision and write in images instead of words, it creates a powerful effect in your reader.
The effect you want. The one where which ends up in them taking out their credit card to buy from you.

Now let's talk about Belief. 
If you think of advertising split down the middle in terms of desire and belief, most people go "all in" on desire.
Belief is usually an afterthought.

Maybe they'll add some testimonials at the end of their copy, or a before and after.

This is a mistake.

The key to using beliefs to your advantage is knowing what your prospect/market already believes and using that as your starting point.

Know this: You cannot change beliefs. It's not your job to do so.

You can however build a bridge from what they already believe to what you need them to believe in order to buy your product.

An all too common advertising mistake therefore is starting your message with something your market does not believe, or hasn't been properly prepared to believe yet.

Even if you have oodles of proof, case studies, scientific results, celebrity endorsements, and you can directly demonstrate your product works in your ad, your results will suffer if you don't start with something that strikes the balance between believable and desirable.

Belief is the one tricky factor that's constantly changing in your marketplace. It's belief which makes all formulas and templates ultimately inaccurate.
The A-List copywriters earn the big paydays because they know how to work with belief.

So the first thing you need to map out before you write a single word of copy is the journey in your prospects mind. The journey of belief.

Here's what I mean.

Let's say you're selling a business opportunity which teaches people how to create a social media marketing agency and sell their service to make $5-15,000 per month. (This is pretty popular right now).

The ultimate end belief they need to buy is they can start a social media marketing agency and become successful doing so.

Now the starting point of your market might be anywhere from "I have no idea social media marketing is a thing" all the way to "I'm already selling social media marketing services and I just want to expand my business."

In other words, one person is completely unaware of your solution, the other is fully aware and actively searching for it.

Now if you approached the unaware person and said, "Hey, Want to learn how to make $15,000 per month by creating a social media marketing agency?"
That guy would have no idea what you're talking about.

He might be intrigued by the idea of earning that much money, but you're better off starting off at just "Want to learn how to earn $5,000-$15,000 per month?"

However, your same initial message would hit home with the fully aware guy.

So how do you write a message to get both people? Afterall, they would both be good prospects for your course...

On one hand, there are much more unaware prospects.
However the fully aware prospects are much easier to sell.

If you need money right away, go for the low hanging fruit.
The people who are already looking for your service.
But if you want to make the maximum amount of money, you're going to need to build a belief bridge to reach the first guy.

Here's what that would look like.

Their starting belief is: I know I would like to make more money, but I don't know how to do so.

The end belief is: I know I can make $5000 - 15,000 per month by starting a social media marketing agency and I want to do it now.

What has to happen between those two end zones?

Well, first they must understand they can make more money by starting a business...

and they have to understand social media marketing is a good business option....

and they have to understand social media marketing is a better choice than doing anything else with their time and money...

and they have to understand they can make $5,000 to 15,000 per month by doing it...

and they have to understand they can learn how to create the business, get clients, deliver results, etc...

and they have to understand you are their best choice to learn it from...

and they have to believe they should do it now.

Now you make sure your copy logically walks through each of those  belief milestones, using all the available tools at your disposal.
Such as testimonials, statistics, case studies, demonstration, etc.

All while creating a powerful vision.

That's your recipe for a powerful sales message.

Maybe you have an ad that's not working as well as you think it could be.

It could be a Facebook ad, VSL, sales letter, newspaper advertorial, blog post, email sequence, webinar, whatever.

I want to help you for free. Fill out the application below and send me your copy. I'll review your application and your copy, and come back with feedback to make it stronger.

There's no charge for this because if you like this kinda thing, this is one way I get new clients for copywriting and critiques.

And if you want to become a client, my flat rate for critiques is $500 per month and that gives you 2 critiques on any piece of copy.

You can also prepay for a few months in advance and I'll give you a special rate.

But this isn't a sales pitch in disguise. I really want to help and if you feel like I wasted your time, I'll gladly pay YOU $50.

However, if you are interested in my copywriting services, understand I can't help anyone.

My dream clients are already advertising, selling a high ticket service (over $3000), they have a list already, they know who their target audience is and they have testimonials to prove they're selling an awesome service.

If that's you, I really want to talk! So go ahead, fill out the form below, and I'll talk to you soon.