One of the most overlooked aspects of writing good copy is understanding just how skeptical the person is that’s reading your copy.
Case in point…
Let’s say I’m selling a course on how to make $10k a month as an email copywriter…
And my market for this course is your “average Joe”…
Joe might be a middle manager at Target…
He might be retired…
He might be valeting cars at Morton’s…
That’s who Joe is.
So one day Joe’s browsing Facebook, and he sees my ad about making $10k a month writing two emails a day.
It catches his attention…
So he reads the ad and he’s intrigued so he clicks over to the sales page.
While he’s on the sales page, he gets sucked in by my story, but as he keeps reading, his skepticism starts to mount.
He starts wondering…
– Who is this guy selling this? Is he another guru looking to pick my pocket?
– Can you really make $10k a month writing emails? The only people I know making that kind of money are doctors and lawyers
– Is email even popular these days? Isn’t everyone focused on social media?
– how am I supposed to get clients? Do I need to cold call businesses? I don’t really like talking on the phone
– If this guy’s system works so well, why is he selling a course on how to do it? Won’t that create more competition for him?
– Do I need to be a good writer for this? The last time I wrote something was my senior year of highschool
– I wonder if this is gonna be like that last course I bought where they promised the moon and I had to buy a bunch of other stuff to actually do it
– My schedule is really busy this next month, will I even have the time to do this?
– What happens if I have questions after I go through the course? Is this guy gonna help me? Or do I have to figure out everything on my own?
This is the kind of stuff racing through “Joe’s” mind.
As you can see, he’s very skeptical.
He’s skeptical about my intentions…
He’s skeptical about his own ability…
He’s skeptical about whether or not it’s even possible to make 6-figures writing emails.
So lots of skepticism running through his head…
And you need to be aware of this.
Cause this happens every time someone reads your sales page.
Their “skepticism meter” flares up.
And they’re now on high alert.
So it’s your job to address that skepticism…
And to make them feel comfortable with buying whatever it is you’re selling.
But in order to do that…
You first have to be AWARE of just how skeptical the people reading your stuff are.
Most copywriters are not aware of this.
And they write copy as if it’s a foregone conculsion that the person is gonna buy.
Well that ain’t how it works.
The person reading your stuff doesn’t believe you.
And they don’t want to believe you.
So if you give them any little reason not to believe you, they’ll jump on it and leave the page.
So my advice?
Keep their skepticism at the front of your mind.
And make sure you’re constantly addressing it in your copy.
If you do that…
Your copy will convert a hell of a lot better.
Alright, I need to wrap this up.
Hope you got some insights from this.
Enjoy your Tuesday,
– Justin
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