When you address your reader, whether online or in print, she’s in the flow of her own life. You can either interrupt that flow or join it.
Your prospect has a conversation already going on in her head.
Interrupting the flow of her thoughts is going to take some pretty big guns. You must shock her with big news or a tantalizing teaser that generates enough curiosity to redirect her thoughts.
It’s a hit or miss proposition, though. If the shock value is big enough, you’ll hook her. But if it isn’t — and this is the most likely scenario — you’ll lose her. There’s no in-between.
Joining her thinking allows you to come alongside her, sharing her emotions and reinforcing the thoughts that are already running through her mind. The odds of drawing her into your promotion are much higher because you’re talking about something she’s already thinking about.
As a bonus, by verbalizing those thoughts, you’ll build immediate rapport, which builds the likelihood that she’ll agree with your sales message and take action.
How do you do this?
1. Outer envelop copy: Address your prospect’s major concern. Make a bold statement or ask a tantalizing question.
2. Headline: Make a promise related to this concern.
3. Lead: Here’s where you can join the conversation your prospect is already engaged in. Reflect her thoughts. Put words to her fears and desires. Paint a picture of her worst fears or most treasured dreams. Show that you understand her, and you’ll earn the right to make a sales pitch.
People trust those who share their concerns and think like they do. As a copywriter, you can build rapport quickly by mirroring their thinking. To do that, don’t interrupt. Instead, focus on relationship.
How do you build rapport with your prospects? Share your tips below.
photo credit: Hello Turkey Toe
