These 5 words made me buy... here's why...
This morning I'm scrolling through IG just after waking up.
I came across an add that said...
"Do you have neck hump?"
Immediately I reached up to feel the back of my neck.
I had a momentary freak out that I might have what I was seeing on screen.
Especially since I'm definitely in the target market... somebody who sits at their keyboard all day.
(I need to use my standup desk more!)
Why did I immediately reach up and feel my neck?
What psychological voodoo did this advertiser play on me?
He/she turned a problem I know I have...
Into a sudden URGENT problem.
"Oh crap! Do I have that?"
I figured I'd work on my posture, eventually.
But within 3 seconds, the urgency in potentially having this problem myself rocketed me into action.
First checking my own neck.
And second...
Buying the little contraption that solves this from a famous chiropractor guy IMMEDIATELY.
Plus the upsell...
Which was all about rounded backs...
"Crap! Do I have that too?"
So, how can you use this incredibly powerful "urgency" tactic in your ads, emails, sales letters?
As I said a minute ago, you need to find a way to make your prospect's problem urgent.
How?
By doing what the great Eugene Schwartz recommends... (E.Schwartz is one of the old-school Jedi master of advertising worshiped by the likes of me and others like me)...
Present your problem in a way that make your prospect think...
"Am I really in such great danger?"
You can do this in every single market, no matter what.
Physical products of all shapes and sizes.
Supplements.
Financial newsletters.
Piano instruction.
Songwriting.
Underwater basket-weaving.
Chiropractic.
Dentistry.
And on and on and on.
Because a REAL business is one that solves problems.
People buy to solve problems.
Even if it's boredom. (Hello Netflix, Disney+, Hulu).
And if you can make their problem URGENT...
And get them thinking...
"Am I really in such great danger?"...
You win!
Fast.
Need help positioning your offer with this potent urgency?
Let's talk.
Click/tap here to setup a time with me.
https://musicofcopywriting.com/work
But even if you aren't ready to chat and get my eyeballs on your offer to ratchet up the real urgency...
Not some kind of fake internet-marketer urgency...
Find a way to get your prospect thinking...
"Hmm... am I really in such great danger? Is that me? Crap, maybe it is!"
This is an incredibly powerful way to hear the music of desire already playing in your prospect's mind.
Now you can harmonize with it gloriously!
Go forth and prosper.
Doug "neck hump danger-zone pressure-point-pusher" Pew
