Last week while I was in Mexico I had the fun experience of coming down with food poisioning.
Which was brutal…
This wasn’t just a “stomach bug” from bad water…
It was full-on food poisoning.
The kind where you’re throwing up, nauseous and running to the bathroom every 20 minutes for an entire day.
It was awful.
I felt like my soul was being sucked out of my body.
At one point I contemplated if being dead would be better than going through this.
So needless to say, it was not a fun experience…
However…
During my time lying on the floor and hugging the toilet, the food poisoning reminded me of an important copy lesson.
And it’s a lesson I’ve talked about many times in my emails.
And thats the idea that people want OUT of their current situation more than they want whatever benefit it is that you’re promising.
When I was hunched over the toilet, yacking my brains out, I just wanted this to be over.
I didn’t care about eating my favorite foods…
Or going out with friends…
I just wanted it to be over.
Well same thing goes for the people you’re selling to…
Someone who’s in debt, wants to be out of debt way more than they want to be rich…
Someone who’s overweight, wants to NOT be overweight a lot more than they want to be skinny…
And someone who’s in a crappy job, wants to be OUT of that job a lot more than they want to be a copywriter, or a business owner.
Why?
Because that’s what they’re dealing with now.
They feel the pain of being overweight…
Or the frustration of working a crappy job every single day.
So that’s what they know.
And they just don’t want to feel that anymore.
So my advice?
Make sure your copy really focuses on getting them OUT of their current situation.
Cause that’s what people want more than anything.
Make sense?
I hope so.
Cause that’s all I got for ya today.
– Justin
P.S. – Stefan and I are putting together an 8-week copywriting mentorship that will kick off near the end of April (no official dates yet).
You’ll get to learn everything about writing winning emails, ads and sales pages (along with getting feedback on your writing).
We should have the details on the price, dates, coaches etc… later this week.
So keep your eyes peeled for some emails from me about that if you’re interested in being a part of the 8-week copy mentorship.
If you want to hear more from Justin, he has a private email list for top marketers, copywriters and business owners. To apply to be on the email list simply click the button below that says “apply now”.
