The ”Turn list” philosophy behind devastatingly powerful copy

A few days ago I sat down to get started on an ad in a market which... well... looks down on the kind of product I was trying to sell.

What I mean is, the people I'm selling to ( men ) are generally raised to think the product I'm selling, “online dating”... is for desperate kissless virgins who couldn't get laid if they paid for it. That being said...

Trying to go direct with the sale wouldn't have worked because the inner mindsets, and beliefs around the product would have stopped the sale.... or worse... have the customer set my ad on fire and dowse it with gasoline.

I had to turn the mindsets towards the product around... so their beliefs were in my favor ( making my damn job easier ).

So...

The first thing I did was to create two lists in my head.

1- Where is the prospect mentally, and emotionally with regards to the product.

In my case... I was dealing who thought:

?Fuck online dating

?Only losers use it

?There are no women there

2- Where do I want the prospect to be before I give them the chance to order.

... in my case, once again... I wanted them to think:

?Online dating is the shit

?Lots of their buds are using it right now

?Many local women in my area want to hook up with them right now!

After that...

Crafting the ad was as simple as creating a series of logical, and emotional arguments bringing the customers to the dark side

.. making them easier to sell to. Plus, knowing where they were... and where I wanted them to be made it easy for me to get the data, facts and info I needed to craft a logical argument to support my points.

Now, you may be thinking this is a completely round about way to go about things, but hear me out... okay?

When your customer arrives on your sales letter.... or your ad... or your VSL... or your marriage proposal, you're gonna have to fight an uphill battle to get them where you want them to be before they'll say yes to your offer.

You're gonna have to overcome a litany of objections...

Answer a storm of questions...

And switch a series of limiting beliefs in the customer's head.

Each of these are like small switches in their brains you have flick, one at a time in your ad until you've flicked just enough of them for you customer to think:

“Well, the Asshole on the keyboard has a point. Shut up and take my money”...

Otherwise you're gonna get a boatload of low conversions... and no sales.

That's all folks ;)

...Till the next wave of madness... Vae Victis

Jay Makoni

“On with the show”