One of the biggest mistakes you can make when writing copy is forgetting to address the very real phenomenon of the “yeh buts”
Here’s what I mean by that…
Back in 2018, I was hired to write a high-ticket VSL in the men’s dating niche.
The program I was selling cost $35,000…
And I knew that the previous buyers of this program were all guys that were deep into the men’s dating/PUA world.
So 90% of them had read The Game…
They purchased ebooks, DVDs and other courses on talking to women, body language and inner-game.
And a large majority of the guys had already ponied up a few thousand bucks to take a 3-day or a 10-day bootcamp.
So these guys were serious students…
And they were serious about fixing the problems in their dating life.
However…
If you’ve ever sold anything in the men’s dating niche, you know that the “yeh…but” belief is very strong.
Basically every guy (even if they’re good with women) has a logical reason for why they’re not getting the kind of women they want.
So if a guy is like 5’5, he’ll believe he’s getting rejected because he’s short.
If a guy is Indian, he’ll believe he’s not getting dates cause he’s “brown”.
And if a guy is in his 40s or 50s, he’ll believe it’s cause women aren’t into older guys.
Every guy has this.
Whatever a guy’s “defect” is, he’ll think that’s why women aren’t into him.
So as the copywriter, you have to address this.
Cause anytime your copy starts talking about how he’s gonna be able to effortlessly approach women…
Or how he’s gonna be able to date the most attractive women in his city…
The “yeh buts” will start to pop up…
“Yeh that might work for other guys, but I’m bald”
Or “yeh that might work for you, but I’m not rich”
Or “yeh that might work for guys who are outgoing, but I’m shy and introverted”.
This is what the “yeh buts” look like.
And if you don’t address the “yeh buts” in your copy, you’re toast.
Personally, I like to address the “yeh buts” head on.
So I’ll mention numerous times that this will work even if you’re not tall, rich, white or traditionally good looking.
But what’s even more important than that…
Is showing them real-world proof that that’s true.
So when I wrote the dating VSL, I made sure to load it with testimonials and case studies from guys who were coming from “worst case scenarios”.
So I had one from a guy who was 5’1, who had been rejected by women all his life but who was now going on 2 dates a week…
I had one from an Asian guy who was a 42 year-old virgin, that ended up getting laid for the first time in his life as a result of the program.
I even had one from a guy who was 63 years old, and struggling to get back in the game after his divorce, but after going through the program he was dating beautiful women in their 30’s.
So I showcased all kinds of stories like this…
I wanted the guys watching the VSL to see these stories and think “well if it worked for THAT guy, then it’ll probably work for me (cause he’s got it worse than I do)”.
And I did this over and over again throughout the VSL.
I had 30+ transformation stories that countered every “yeh but” that I could think of.
I had one for fat guys…
One for bald guys…
One for brown guys…
One for short guys…
One for ugly guys…
One for virgins…
It went on an on and on.
Every “yeh but” they could possibly have, I had a case study to counteract it.
Which evidently worked well.
Cause they ended up selling all 16 spots in their $35k program.
So my VSL was a big winner.
And as a result of it’s success, I was gifted a big learning lesson in the process.
And that’s just how important it is to address the “yeh buts”.
You have to address ’em.
And you have to do it in a way that hammers their “yeh but” into the ground like you’re playing whack-a-mole.
It can’t be subtle.
It has to be a full-on onslaught.
Just like I did with the dating VSL.
So there ya go…
Hopefully this was helpful for you…
And you put it to use to make your copy convert better.
I’ll be rootin for ya…
– Justin
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