It depends on the offer so I actually want to
give both examples. So in the example where it’s “yes .” then sometimes it’s actually possible to really boil it down and really just get the core benefit or the core driving question down. And speaking of core driving question . that gets a little bit into the “no” part because the real purpose of any headline and subheadline is to just get them to continue reading the copy.
That’s it. You just want them to read on. the first line . the purpose of the first line is to get them to read the second line . and so on and so forth until they get to the call to action. And then finally .
the whole purpose of all of
that buildup is to then get them to click that button . opt in . or make a purchase. Dan Levy: Right. To go back to the yes and no thing and your post – with the caveat that of course all of this needs to actually be tested on your landing page.
But you say if all else fails . you could seduce them with empathy. Recently . I actually spoke to Andy Crestodina about approaching your content marketing with empathy . but what does empathy mean in regards to copywriting Marc Aarons: So this is a great question . and I actually think of Brené Brown and her Ted talk on empathy .
which if everyone hasn’t gotten a
chance to look at it . I would highly recomm Cell phone number list thailand end it. But what she says is empathy is feeling the emotions that someone else is feeling . and it can actually be taught and practiced. And the way that comes into copywriting is the best sales pages of – I was actually recently at a nine figure direct response company just earlier on this weekend .
and everybody agreed that as you’re writing
the copy . the more you can visu alize one si when you’re given some sort of boundary ngle person that you’re writing this letter to is the better the copy comes out. Because that’s exactly what it is – it’s writing a letter. So if you can have empathy for the single person who is the customer avatar of your audience .
then you’re headlines get stronger . your subheadlines get stronger . your calls to actions get stronger . and your bullets and benefits also get stronger. Dan Levy: I have to admit that as a writer myself . sometimes the idea of applying formulas to the writing process feels – I don’t know. I’m not going to say soulless .
but in some ways . the opposite of a more human
-centered approach. You seem to be suggesting that this kind of framework can actually help you be more empathetic . which is interesting. Marc Aarons: Yes. It’s so funny because formulas I kind of see as boundaries. They’re almost like the walls of a house.
We know that when we walk into a house that we’re safe. We’re home. Those boundaries allow us the freedom to express ourselves within this safe space. So in some ways its structure can provide freedom. Dan Levy: Yeah . that’s the way it is with any parts of the creative process. When you’re given just a blank page and told .
