How Mind-Reading can
Improve Your Copywriting
By Mike Jezek Copyright
2007 Mike Jezek. All rights reserved.
One of the biggest
challenges copywriters face when writing copy is
that they must keep the reader moving from paragraph
to paragraph until the final close. Boring
copywriting spells death for any promotion so you
have to utilize various techniques to push people
from paragraph A to paragraph Z.
Today I'm going to
share with you a technique that can help you do just
that. It's called "Mind-Reading". Now
don't let the name fool you. This isn't about
some parlor magic trick. This is simply a
method of preparing your copy with the intent of
drawing attention to an obvious question they'd have
after reading a paragraph.
Your prospects are
going to have questions about you, and your products
or services. And if you can answer their questions
at the moment they were going to mentally ask them and
present it to them in a format resembling their
thinking processes - your copywriting will have a
stronger rapport potential.
It's the old idea of
"He answers all my questions for me before I even
ask them." Or, "We're on the same page, this
guy knows where I'm coming from."
Let's say for sake of
an example you're talking about the benefits of a
product. Then the obvious train of thought
from there would be, "How does it do that?" You can
present that in your copy by saying something to the
effect of, "Right now you're probably wondering how
the XYZ can accomplish these results in half the
time other products on the market take. Well
here's how it does that ...".
Obviously, language
like this in copywriting will not only make the copy
come alive, it'll also build rapport. And we
all know how critical building rapport is to any
sales pitch.
So how do you go
about inserting language like this into your
copywriting? One word. Planning.
Naturally when you prepare your direct mail or
website copy, you must structure your sales pitch.
As you do this, look at your copywriting with a
critical eye as to where the "train of thought" will
flow. Ask yourself, would inserting
"Mind-Reading" at this juncture work to keep the
copy lively and answer questions the prospect has.
Keep in mind, you
don't want to over do this as it will make the voice
of the copy seem disingenuous. As always you
want to come across as warm and sincere in your
copy. As an advocate for the prospect.
Just a little dab of Mind Reading will do you.
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"I have never read this
information anywhere else on the web and I've been
around for a while!" -- Rob Holmes
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Copyright 2007
- 2008. Mike Jezek
All rights reserved. Psychologically
Enhanced™ Copywriter