Cassata’s Compulsive Copy™ System
The process of your market coming to buy your product or service is similar to the process of getting into a good TV show. That process isn’t linear.
Here’s what I mean: when you first put on an unfamiliar TV show, you don’t really like it, do you? You’re maybe unfamiliar with the actors … the characters … the plot. You don’t really get it quite yet. You aren’t used to inhabiting that world. 9 times out of 10, you change the channel.
Maybe this time you don’t change the channel just yet, ’cause you think one of the characters is funny or offbeat, so you stick with it a little longer. Now you start realizing the predicament he’s in … “How’s he gonna get out of it? Wait … he’s a criminal? … What ever possessed him to do such a thing?”
Now you’re sucked in. And you watch another episode. And another. Now you’re inhabiting that world. You understand its internal logic. You start to understand the characters. You become familiar with it, and you like it.
That’s like the process by which your market starts to inhabit your world.
They have to be warmed up. There has to be some bonding.
It’s on that premise that I write all my copy. I believe that direct response copywriting works best when you’ve bonded with your audience — and they’ve come to know you and like you.
That’s why the first step in my Compulsive Copy™ system is …
The single most persuasive factor in getting someone to do something you want is simply that they like you.
And to have liking, you have to have rapport.
The best way to develop rapport with your audience is through an emotional connection. That isn’t always called for, but it’s what I like to shoot for most of the time.
Step #2: Leverage
Here’s what many direct response copywriters start with—all the weapons of persuasion in direct response copy that get you positioned to sell … such as a USP, testimonials, and a killer pitch.
But I start with rapport, because rapport is the more basic reason why people do what you want. Leverage without rapport is abrasive. It’s what people usually mean when they say “salesy.” Leverage minus rapport equals massive sales resistance. Bypass sales resistance to your direct response copy by bonding first.
Step #3: Inversion
This step is called inversion because you’re flipping a switch on your prospect. Before, they didn’t know what you had to offer, or didn’t grasp why they needed it right away.
Now, it’s “clicked” for them. And they‘re pursuing you.
The other day, walking around Walmart I noticed the National Enquirer headline, “Proof Obama Wiretapped Trump.” I kept walking, but when it registered in my mind, I returned to it. My hands were full and I needed to leave, so I left without a look. But the next day, I hadn’t stopped thinking about it—and had to go back to Walmart to buy the magazine.
That’s inversion. A switch was flipped. I went out of my way to go buy the damn thing to indulge my lust for information.
This is the Compulsive Copy™ system in a nutshell: Rapport … Leverage … and Inversion.
I’ve driven hundreds of thousands in revenue using this very direct response copywriting system. And it’s what I can use for you, too.
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