Piggybacking on my email from yesterday about your buyers having unrealistic expectations, let’s look at another example of this.
If you study any of the good VSL’s in the women’s relationship niche (like those written by Chris Haddad or Jordan Hall), you’ll notice a few things they all have in common…
1. They hammer on the idea that “he will want you to be his (and only his) forever”…
2. You won’t have to mess around with the horrors of Tinder and OkCupid ever again…
3. You’ll NEVER have to make the first move (the guy you attract will be “man enough” to do it)
4. You’ll be able to understand men better than any other woman
5. You’ll be the “best he’s ever had” without ever feeling like a slut
6. You’ll be able to get the successful, alpha guy that could have any woman he wants (but he chooses to be with you)
This is the main pitch…
And it works like crazy.
Why?
Cause it taps into what women want.
And it’s why you see it used in every VSL…
And every romance novel for the last 50 years.
It’s the same appeal.
But like I said yesterday…
It’s also completely unrealistic.
The idea that the 42-year old woman buying this who’s 50 lbs overweight, and hanging out with her cat on a Friday night is somehow gonna have a Christian Grey type lusting after her just ain’t gonna happen.
Cause that guy is not hurting for options…
He’s constantly getting texts and Instagram messages from 23 year-old models that want to date him.
He’s on the beach in Ibiza surrounded by a flock of beautiful women…
So the idea that 42 year-old Susie from accounting is gonna be able to lock this guy down, is unrealistic.
But…
And this is a big but…
This is what Susie wants.
So if you’re able to tap into what she wants…
She’ll buy your course.
Obviously, you can choose to ignore this and try to sell her something that’s more realistic…
But she doesn’t want realistic.
She wants the tall, strong, successful guy that all the other women want.
So if you’re smart…
You’ll tap into this…
And you’ll make sure your offer gets as close as humanly possible to delivering what she wants.
So maybe she’s not able to get the actual Christian Grey…
But she’s able to get a date with the Christian Grey of her tiny town in Iowa that has 1400 people in it.
That’s still a win for her.
And she’d probably be thrilled about it.
But in order for your copy to appeal to her, you have to be aware that what she wants is completely unrealistic (just like it was with the men’s dating example I shared yesterday).
So my advice?
Do everything you can to tap into their unrealistic expectations.
And then deliver something that’s as close as humanly possible to those expectations.
Make sense?
I hope so.
Cause that’s all I got for ya today.
Enjoy your Wednesday,
– Justin
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