“Discover What's Inside Your Prospect's Mind”
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Structure Your Copy Exactly The Same Way Your Prospect Processes Information

Much has been said about the importance of speaking with your prospect instead of at him. But not many marketers have ventured into the mechanism to accomplish this feat.

Your job is to eliminate this bridge. To write your copy,sales letter, endorsement and presentation in such way thatyou give you prospect all the answers to his questions --evenbefore they pop-up in his mind.

How do you accomplish this feat?

By knowing what's going on inside your prospect's mind whilehe is reading your web page or e-mail. And then feeding himwith thoughts, ideas, images and proof, so you can steer hismind in the directions of YOUR desires...

Sound impossible? Not at all. It's actually as simple asknowing a few, very interesting facts of human psychology.And then apply them to your copy.

First of all, we must keep in mind that your prospect is ahuman being. Most human beings are self-centred. Many timeswe're even selfish. So make sure you structure your copyaccording to the way his self-centred mind works.

See, in order to keep your reader's interest, we mustunderstand his thinking process and provide him with theanswers to his unspoken questions and satisfy his hunger formeaningful information. Information that is relevant to him!

While reading you webpage, your reader is going to make somedemands that need to be satiated. These demands have certainSTRUCTURE which we must follow if we are going to satisfy them.

To sum everything up, your reader will make three kinds ofdemands:

1. Demands for "Benefits"
2. Demands for "mechanism"
3. Demands for "reassurance"

DEMANDS FOR BENEFITS

Any time your prospect scans a web page or receivesinformation, he's filtering it subconsciously much in the sameway you filter your e-mails.

Inside his mind he's asking repeatedly...

What's in it for me? How do I benefit? How's this guy's goingto help me be happier, wealthier and more successful? What'sin this e-mail or webpage that will help me improve mycircumstances? That will help me achieve what I want?

To say it in one sentence. A benefit is anything that makesyour customer's life better by using your product or service.

When your have satisfied his demands for "benefits," you mustmove on to satisfy his demands for a "Mechanism..."

DEMANDS FOR MECHANISM

Mechanism is the logical reason why your product will do whatyou say it does. It answers the second question that pops-upin your prospect's mind.

How? Tell me HOW? How can I have that?

If you claimed that your product is better than all the rest,tell your readers why is better. If your software is moreadvanced than all the others in its category, tell your readerswhat makes it superior. Not just because you claim it isbetter, but because of...

1. The extra 9,000 man/hours you and your staff spentdeveloping it

2. The superior knowledge of your staff and How this superiorknowledge means more quality.

3. Because of the 12 beta sites you created just to "iron out"all bugs and programming errors

4. How the files in this software are "stacked" and streamlinedso it doesn't execute redundant tasks that slows it down

5. And any other "logical" reason you "dig out" that "proves"that your product will behave the way you say

The goal of your copy here --and this is important-- is to getyour prospect to "agree" and then BELIEVE that the benefitsyou promised earlier on will actually be delivered by yourproduct.

It is important to stress here that you're building credibility,not by the use of testimonials and other external "proof," butrather by the sheer, irrefutable "logic" of your words and thetiming of their appearance in your copy. When your prospectis ready to hear and accept them --not before.

This takes us to your reader's next demand:

SHOW ME!

See, at this moment the distrustful part of him kicks in.

People are positive by nature but procrastinators by habit.

Remember, your prospect has made mistakes in the past. Peoplehave misled him before. Maybe a merchant before you, tookadvantage of him. And he doesn't want to make another costly"error."

What your reader wants --and desperately needs-- at this partof your sales copy is... REASSURANCE.

DEMANDS FOR REASSURANCE

Your reader is thinking... "Yes, I want all these wonderfulthings you promised...Yes! I believe that what you say soundslogic"

"...But wait," He says, "...before ordering your product,please show me that other people before me bought it...Show me other individuals who have gotten the benefits youare promising me. Prove to me that your company will repairthis product if something goes wrong. Please REASSURE ME.Please "SHOW ME."

This is the time when you must show him the size of your company--literally or figuratively--. And your potential customer willbelieve you have the "financial muscle" to produce suchastonishing technological innovations.

Your copy must make him aware that you've been around --1, 5,10 years. Show him, and he'll believe your company will also bearound to fix a problem --if this product ever breaks down.

Show your customer-to-be how many people have bought it in thepast. Give your prospect proof of how many other people "justlike him" are using it and how satisfied and delighted they are.

He will believe that if it works for these people, it will workfor him as well. Show him your awards, the recognition you'vegotten from your peers, your lab tests and any other externalproof that verifies your claims of performance, and he willactually believe all your claims, purchase your product andhire your services.

There you have it. In order to increase sales this is what youmust do...

First of all, focus your copy strategy on the "benefits" yourprospect is going to receive.

Second, offer him the "mechanism" that will "logically" providethose benefits.

Third "reassure" him by giving him facts about you and/or yourcompany.

And finally, "eliminate the risk" of him losing his money bygiving him a money back guarantee.

Now, you might not be selling products -- but services.

It doesn't matter. Whether you're selling Vitamins, ExerciseEquipment, Flowers, Sophisticated Electronic Equipment,Software, Hardware, Personal Services, Marketing Courses,Real Estate or any other conceivable product or service,this approach works very well because it deals with humanbehavior and is not attached to a particular commodity, itemor service.

Follow the preceding copy writing strategy and you'llparticipate in a more engaging "conversation" with yourprospect.

Or, if you are not making any sales, incorporate this provenstrategy into every web page you design so you can startselling today.

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Copy Writing

Discover the secrets of professional Internet copy writers.Learn how to write your own persuasive ads, e-mails, e-zinesand sales letters with stopping headlines, emotional bodycopy, ironclad guarantees and irresistible offers.Get more information at:

http://CopyWritingCenter.com/tk.cgi?104

This business entrepreneur resources for free MLM Training tools for MLM Consultants Success site has network marketing articles about direct sales vacancy, direct sales tips for MLM and marketing network selling secrets, free advice about network marketing tools and training for direct sales home party business. Directory of MLM consultant direct sales recruiting tips, including direct sales opportunity and network marketing consultant network marketing lead generation resources

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