Module 16 Buying Via Desires And Emotions Slide 1 People buy or their desire to buy is heightened by emotions. And when you are doing interruption marketing which means that you are interrupting their daily life to say, Hey, buy this. You have got to tap into some emotion. You know, this is not like somebody coming into your website and saying, I have a problem and now I want to buy. For example, let us think about apples in the grocery store. If I think I am hungry for an apple and I drive down to the grocery store, I do not even need a sign on the apples to tell me they are apples. I just walk up to the counter and I would go, Those are apples. I pick one and go buy it. 1 P a g e
Now, if however, I am at the county fair and I am walking around and there is an apple vendor, he has got to do something to get my attention. You know, he has got to have taken one of those apples and then cut them up in weird ways or get some kid out in front of me with the slice of apple and say, Please, try the apple mister. He s going to have to interrupt me from what I am doing and I am going to have to save some sort of emotion, so if that kid with the apple can get me to laugh, I am probably going to buy an apple. But when I go to take that slice of apple from the little kid, some other little kid runs over and side swipes me and I fall down and I scratch my knees and I get dirt all over me and I am angry and I am embarrassed, am I buying any apples? No. Ok this is a silly example, but it is a perfect example of human emotion. Here is the thing, emotion works exactly the same way online as it does offline. A lot of times, it is easy for us to think that in an online world, it is a sterile anonymous world where people act like robots. They are not robots, they are humans. Humans have emotions and humans make decisions based on emotions. If you are going to sell it to humans, you must use emotion. Some people have difficulty using emotions, maybe because they themselves are emotionless, never get overly angry or happy. So, how on earth can they use emotion in what they do then? Well they have to think about what is going on right now and then they have to write spontaneously and react to whatever is going on. Use others emotions to become emotional. That is how to write your sales letters if you are in this group. Query your subscribers and find out what their emotions are. That is one of the reasons I use the word feel, how would it feel to be able to solve this problem. Because they tell me what they feel and then I use their emotion because I just do not have a whole lot of emotion and so I use my subscriber s emotion. If they give me some emotion, I can heighten it because I know how to do that, because I have learned how to do it. 2 P a g e
Slide 2 So, I ask my subscribers and they give me emotion. They tell me what they are struggling with and they tell me why it hurts so bad. I just use those words on my sales letter. I would say if you ever felt like, whatever it is. I do that in the emails. So what I may do in that second email coming back because I might say you know, two or three people shared this with me. Have you ever felt that way? And frankly, I do not care if anybody even writes me back on that one because do you know what I know? I know beyond the shadow of a doubt that if I put an emotionally charged sentence in an email and ask the question, Have you ever felt like that? every single person that reached that email is going to be emotional for a moment. Guaranteed. I do not know what emotion they have, I do not care. Because emotion begets emotion. I do not care. You can get angry, I do not care. Because if you are angry today, you might buy from me tomorrow. I do not care. I do not care what the emotion is. In fact, sometimes I will make people so angry in the email campaign that I have to send another email to say I didn t mean to make you angry. Now, I do not mean to make them angry but when I am writing that emotional email, I do not tame it down, I just send it out. I want people to feel emotional and usually I get responses back. The responses are heightened emotions and you know that is when they tell me more about how they feel. 3 P a g e
So then Wednesday morning I wake up, maybe trying to get a good night rest before I go to my favorite coffee shop and have a caramel high rise or caramel macchiato or something like that, get all juiced up and maybe have an extra shot, and then have my oatmeal or maybe I have had some eggs, I am feeling good and I sit down and I reread everybody s emotions. I get myself emotional and then I write the sales letter. And so then, once the sales letter is written, a lot of times I write from the middle of the sales letter, why? Because I am emotional in the middle of the sales letter. I could turn on the email and I send an email out that says, I am excited. I am excited now. And because I am writing while I am excited, my email is going to sound more excited. I do not know how that works but somehow it does. Slide 3 So I will write an email that says, I am really excited. You know, a couple of days ago, you were telling me an X, Y, Z well I have done it. I went to the grindstone and I worked late for the last couple of days and I have pulled it together. I have a training that is going to teach you how to do X, Y, Z and I have decided I am going to launch it tomorrow morning and then I will usually put some kind of scarcely in if I am launching it for the first time I will probably put some scarcely into it and I will say, 4 P a g e
here is what I am going to do for the first 100 people or for the first 35 people or the first whatever, there is going to be special charter pricing. If you want to get in on the charter pricing, click here and then I will let my auto-responders set things up so I know everybody who clicked there. Tomorrow, an hour before everybody gets the email, the charter clients are going to get first come first served. Now if I do a charter offer where I have done a buildup, the charter hour sells really well. The next hour sells really bad. That is just me. Some people they do launches and they are strong all day long. Remember I do not use any kind of scientific formula. A lot of these people out there, they use all these long winded scientific formulas and the special copy writing formulas, I do not use any of it. I just use pure emotion just like I have just shared with you. That is all it is. It is just emotion meeting you wherever you are. That s it. I am meeting you where you are and I am steering you where I want you to go. That s it. Nothing special, no copywriting, nothing. What normally happens at this point is that the people that did not sign up for the charter offer do not buy right now. The people who signed up for the charter offer, they will buy if they saw the email early. If they saw it later, then the conversation rate tends to go down. Now at this point there is a fork in the road except it is like a reverse fork. Slide 4 5 P a g e
Sometimes I do not do a prelaunch. In fact, most of the time I do not do them anymore. What I have discovered is that if I do not do a prelaunch, I do not get those initial charter sales. Because I do not send the prelaunch email out and I do not make any sales the first few hours. When I send the first email out and I say to myself, Boy, that is a bad sign. But here is what I discovered like clockwork is if I send another email out 4 to 5 hours later, and in the email I talk a little bit about the product, it sells like hotcakes. I do not know why that happens. My guess is it has something to do with people reading the copy not being compelled by my copy because I am not a great copywriter. I just tell them what it is and it is what it is and they buy it if they want. Then when I send the second one out and they are exposed to it again and in the email I had some of the bullet points, they read the bullet points and they go, You know, maybe I do want this. And they buy. Some of you might say Well, why not just send the question and answers email first instead of the introduction email? I have tested that and it doesn t sell until the second email. That is just me. If you do something different. If there is a top copywriter out there that you hired that can do something different, that s fine. I know that there are lots of different things available out there in the real world. But the selling that I do guys is different because I do not use a lot of the tried and tested sales formulas. I try to work with human emotion and work with what people really want. I try to work with what people really want and so I do not have to do persuasive hypey things because I am not trying to talk anybody into something they do not want. In fact, I do not want anybody to buy from me if they do not really want it. 6 P a g e
Slide 5 So then there is post launch, that is critical. Over the course of the next few days I am going to continue to expose people to the product until people stop buying it and every email is going to have a different theme and I cannot give them to you because I do not have a formula for this. I discover what the themes are going to be based on people s questions. So if I get a question about something, I assume that for some reason, even if it is in my sales letter, for some reason somebody missed it. And if one person missed it, others probably missed it. So I send an email out that explains whatever that is and I make sales. So that is my nonscientific version and we could call this emotional email launching or emotional email product launching or something like that. It is nonscientific. It is based on using emotion and naturally flowing conversation. 7 P a g e