No, I’m not talking about swallowing your pride. Read on because it’s important.
Last night I was reviewing a newsletter. The newsletter was full of valuable content, but the author didn’t try to sell me on that content in any way. He meant for it to sell itself.
This brought to mind something I heard marketing wizard Dan Kennedy say:
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We sometimes take the attention of the people with whom we communicate with all the time for granted. That they will give us attention because of who we are and our relationship with them. It’s a bad presumption. It was not a bad presumption a decade ago when there weren’t as many of us showing up every day, asking for their attention. But now there’s a lot more of us showing up every day, asking for their attention. And so we gotta earn it, every single time.
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If you’re anything like me, then your brain will try to feed you excuses, all day long, just because it wants to stop thinking. It will say:
“They opted in to my newsletter. They expressed interest. They want to hear what I have to say.”
“They like my persona. They read my emails in the past. They bought stuff from me!”
“I’m sure they will read this too. It’s good enough.”
Don’t swallow your brain’s excuses. Don’t take your readers attention for granted. That’s not good enough.
Not if you want the best chance to influence people, to present yourself as an authority, to get your readers to buy or share or do whatever it is you’re after.
The more closely people read your stuff, the more of your story and your arguments they swallow, the more you manage to spike their emotions in the minutes they spend with your content, the better it is for you. And in a way, for them.
As a Big Pharma salesman might tell you, the most expensive drug is the one that doesn’t work.
And as I, a Big Copy salesman, will tell you, the most expensive 3 seconds for your reader are clicking on your email and skimming straight through to the end because he’s not properly engaged. That’s 3 seconds wasted for nothing.
On the other hand, 3 or 13 minutes reading every word you wrote because you sold it properly ahead of time — that can be both valuable and enjoyable.
So how do you pre-sell your valuable content?
That knowledge is something I don’t pre-sell. That’s something I sell.
Specifically, that’s what I sell inside my Copy Riddles program. In case you’re interested:
Copy Riddles shows you A-list copywriters sell and pre-sell valuable but dry information. But Copy Riddles does much more. It gets you doing the same.
This doesn’t mean you have to go all John Carlton on your newsletter readers.
You can be subtle or savage in the way you pre-sell your content and your information. It’s your choice.
What is not your choice is how people’s brains work, and what kinds of messages they respond to. And the most condensed and powerful way to create messages that people respond to is inside Copy Riddles.
As I mentioned two days ago, this is the last week I am giving away two free bonuses with Copy Riddles. The first bonus is Storytelling For Sales. The second bonus is Copywriting Portfolio Secrets.
Don’t buy Copy Riddles just for the free bonuses.
But if you decide you want to get Copy Riddles, you have until Saturday Jan 21 at 12 midnight PST to get Storytelling for Sales and Copywriting Portfolio Secrets as free bonuses.
After then, Copy Riddles will remain available, but the free bonuses will disappear.
To get the whole package: