From the desk of Razvan Rogoz
Dear friend,
I don’t know about you, but here in Europe there is a major factor that impacts how people behave, and therefore can be used in sales copy.
This is what other people will think of them. Europe is a lot more social and conformist in nature (at least parts of it, France would be the opposite) compared to the United States. Here “what other people think of me” ranks high on the list of emotional needs.
This drove me to the fact that too few people use this in a sales material. Yes, they use appeals like “get a good deal” or “sleep better at night” but way too few people focus on this primordial need to get accepted, to be liked and not to be judged.
So here’s a piece of advice: in every sales copy you write, focus on the social aspect too. Show how they risk nothing and they gain a lot, socially, by investing in this product and there is no risk of shame or “loss of face” in the process. It is a small tweak but for most people, caring what other people think is just up there close to sex and eating.
For your success,
Razvan Rogoz