Is This the Ultimate Copywriting Secret?

“How’s your 401(k) doing?”?my newly-retired neighbor bellowed from across the street.

He just assumes I have a 401(k).

And he assumes the stock market is putting the hurt on me and I’m freaking out like he is.

He doesn't know me like that… but I understood where he was coming from.

“Don’t get too worked up, Dave” I responded as I walked over to shake his hand. “My client just told me his research shows the market could bounce back any day now.”

Dave seemed relieved. And thankfully, the conversation shifted. I wouldn't have to explain my retirement plans to a stranger after all.

Thinking about this interaction reminded me of an important insight that can help you sell a whole lot more of your product or service.

It’s the ultimate copywriting secret if?you do it right.

Incredibly simple… not always easy to pull off… but always worth using as a launch pad for persuasion.

In fact, it’s so simple, you may be tempted to dismiss it (or dismiss ME as a simpleton).

Don’t.

Let this sentence soak into your bones:

“Tell people what they want to hear.”

People want to hear the stock market is going to go up.

They want to hear they can finally have six-pack abs.

They want to hear they can finally get off Tinder and dance into the sunset with the person of their dreams.

Selling to people starts with understanding what they want and?making sure they KNOW you can help them get it.

Leadership?starts with understanding where your people?want to go and making them believe you can help them get there.

Giving them hope this time can be different.

Especially when times are rough.

That doesn’t mean lying. It’s sparking emotional excitement and intellectual certainty that leads?to action.

This is how we get things done, for real.

There are obviously more layers, but this is where you start.

What does your audience want you to tell them today?