Buyers Are Liars – One of the Copywriting Secrets Your Customers Don’t Want You to Know
Back in late 2004 (or maybe it was early 2005) after the Bush/Kerry election, one of my co-workers at the time went on a cruise with his wife, and told an amusing story containing one of the most important copywriting secrets I’ve ever heard.
Here’s what happened:
They were on deck sunbathing next to a couple guys who were also soaking in the rays, sun glasses on, relaxed and having a good time.
Then, out of the blue, one of the relaxed sun bathers said – without moving, raising his voice or even so much as changing the relaxed expression on his face -
“Man, I don’t know what I’m going to do now that Bush is back in there. We’re all screwed. Not sure if I’ll even have a job anymore. Can you pass me the lotion?”
No anger.
No fear.
No clenched fists or even expression change.
And that’s the point:
Despite his words… he obviously wasn’t THAT “distressed” about Bush 2.0. In fact, according to my friend, the guy was out each night laughing it up and having a good time with the ladies, ordering pricey meals and drinks on the house.
Which leads us to the copywriting lesson:
People will say they LIKE certain things. They will say they HATE certain things. They will say they WANT to buy certain things.
But what they SAY they like… what they SAY they hate… what they SAY they want to buy… ain’t always so.
I’ll even pick on myself as an example.
I love reading the Bible. I enjoy studying it. And I do consider it the most important book I own. But I’d be lying through my teeth if I said it’s the most read book I own.
The reality is, I’ve only read it cover-to-cover one time. Yet, I’ve gone through certain copywriting and marketing products – top to bottom – 10, 15, even 20 times.
And so, if you wanted to sell me a book, would you send me an offer for a Bible… or another copywriting/marketing book? Which do you think I’m more likely to buy?
Anyway, just something to think about.
Find out what your prospects REALLY want to buy – and not what they “say” they want to buy – and you’ll sell far more.
For more advanced copywriting secrets like this, go to: http://bensettle.com/blog/free-copywriting-interviews
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