“Cognitive psychology has shown that the mind best understands facts when they are woven into a conceptual fabric, such as a narrative, mental map, or intuitive theory. Disconnected facts in the mind are like unlinked pages on the Web: They might as well not exist.” — Steven Pinker
The last couple of weeks, we’ve talked about how to craft effective and compelling headlines — specifically, headlines that speak to your prospect based on their state of awareness about the product or service you’re writing about.
So, let’s say your headline is doing its job and you’ve attracted and focused your prospect’s attention, at least for a moment.
But where your headline is essentially tasked with jumping up and down and waving its arms at your prospect in order to get them to stop what they’re doing and read your first paragraph, the job of your body copy is the actual selling.
Now let’s look at that body copy and examine what it needs to address in order to make the sale. To put it another way, how is it going to step into their train of thought as it relates to the problem your product solves?
To accomplish this, your copy must engage with one or more of your prospect’s three dimensions of thought…
First, how will the copy build your prospect’s desire for the product or service and all the benefits that come along with it.
Second, how will the copy complement the personality traits and roles your prospects see for themselves.
And third, how much copy will it take to make the prospect believe your claims and override their existing objections, beliefs, and prejudices.
The answers to these questions will determine a lot about your copy including its structure, its logical flow of information, and its style, tone, and voice.
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