The $600-Million Itch: Emotional Response Copywriting

If you're reading this, you probably own a business.

Which means you sell stuff.

Okay, pop quiz: How does your stuff tap into the deepest desires of your prospects?

What deep emotional "itches" do your prospects have? And how can you scratch those itches?

Those are questions worth answering, especially if you have tons of competition.

Because it could be worth $600 million to you.

Here's the story ...

Zaya sells real estate in Dubai. But the concept of real estate doesn't tap any deep desires. And their marketing got poor results. Here's their original lead-generation ad copy:

"Enter your email address and name below to receive our weekly condo listings!"


But by tapping into the deepest desires of their affluent prospects, Zaya got a huge hit. Here's their revised lead-generation ad copy, which has NOTHING to do with real estate on the surface:

"Why Wealthy CEOs are at Risk for Heart Disease, Diabetes and Premature Death And What You Can Do About It."

Wow. Give me that.

And here's some of the education they offered to prospects who opted in for more information:

* Doctors recommend 7 to 8 hours of sleep a night, but the average fortune 500 CEO gets only 4 to 5 hours of sleep a night.

* Lack of sleep increases the risk of cancer by 200% and premature death by as much as 20%.

* People who take a vacation know where the risk of heart attack by 50%.

* Vacationers experience an 80% increase in job performance.

* More and more CEOs are choosing to live in a vacation environment.

* Being near the ocean reduces your risk of heart attack by 50%.

Now Zaya had a much easier sale to make. They simply connected the desire of prospects to live a longer, healthier, happier life ... to owning one of their properties near the ocean.

The result?

Sales increased by $600 million in 12 months.

I did something similar in July of this year.

My client's monthly sales were $19,260 selling a software product to increase ACT and SAT scores for high school students. But this didn't tap any deep desires. And their marketing got poor results. Here's their headline: "Results Obsessed Test Prep."


So I looked for a way to tap into the deepest desires of the parents buying this software for their students.

The new headline I created: "Mom, Dad -- I got rejected!" tapped into the fear that, if your child doesn't score well on the ACT or SAT, they won't get into the college of their dreams.

The result?

Sales increased to $46,160 -- a 139% gain -- in 30 days. My client now expects another $1 million in extra revenue, and probably more.

Bottom line: Emotions are everything.

The sooner you position your stuff as a way to fulfill the deepest desires of your prospects, the sooner you can retire to an oceanfront condo.

And one other thing ...

My Marketing Multipliers Club is the place where I share the best emotional "hacks" like these ... hacks that deliver big profits for your business.

And if you own a business in the U.S., you can have a box of 11 Marketing Multipliers tools delivered to your door by mail.

For 100 pennies. A dollar.

It's a bargain.

And it's easy:

1) Try Marketing Multipliers for a buck here

2) Look for it in your mailbox in about 5 days

Kevin Donlin

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