The love couch
My dog was first in line, because he was the first to come thundering down the stairs at three in the morning ready to greet me with licks and affectionate doggy lean-ins.
Then came Quinn, ready to cuddle.
When Ella woke up she climbed into my bed and curled up next to me like a baby monkey. Gloria was there in the morning, ready for hugs.
Once we went downstairs Ella insisted that we go straight to the love couch (really our love seat). She considers the love couch a place where we hug and kiss each other.
The whole love-fest reminded me of a point that Perry Belcher
made in his presentation, “How to Put Yourself in the Shoes of Your Avatar, Write Copy That Speaks to them and Generates Sales.”
Now, before I tell you what he said, I will emphasize that Belcher knows exactly how to generates sales – He’s used this method to generate over $200 million in sales of goods and services.
The most important point is that you can sell more by understanding the psyche of buyers.
He pointed out that human beings actually have three brains in one. There’s the “human” brain, full of logic, facts, ideas, and concepts. Then there is the “mammalian” brain, full of feelings and emotions. Then there is the “reptilian” brain, which is all about eating and reproducing.
It’s very difficult to sell to someone up in their “human” brain… because people don’t buy based on logic. People want things that make them feel good on an emotional level. People buy things to get sex.
He made me laugh when he said, “Unfortunately, we can’t send people a bottle of booze to drink before they read our copy.”
No. Obviously, we can’t. (Can you imagine the shipping costs?)
But we can use our words to put people in a certain mood or state of mind. People react to emotion, nostalgia, and storytelling.
Which is what I do for people.
If your ad copy is only producing a sad trickle of sales, chances are you aren’t tapping into the customer’s emotions and buying triggers.
I can help. I will critique one piece of copy for three people for FREE. (Mostly to celebrate all the amazing advice and wisdom that was poured out on me this last week.)
To take advantage, reply to this email. I’ll give a free critique to the first three people who respond.
Talk to you soon!
P.S. I’m settling in after a crazy exciting week, catching up with my regular clients, finishing up projects and following up with new clients.
If you need anything from me, it’s up to you to make an appointment. Send me an email with the subject line “appointment” to [email protected].
