The #1 Most Overlooked Emotional Appeal

From the desk of Razvan Rogoz
Dear friend,

I don’t know about you, but here in Europe there is a major factor that impacts how people behave, and therefore can be used in sales copy.

This is what other people will think of them. Europe is a lot more social and conformist in nature (at least parts of it, France would be the opposite) compared to the United States. Here “what other people think of me” ranks high on the list of emotional needs.

This drove me to the fact that too few people use this in a sales material. Yes, they use appeals like “get a good deal” or “sleep better at night” but way too few people focus on this primordial need to get accepted, to be liked and not to be judged.

So here’s a piece of advice: in every sales copy you write, focus on the social aspect too. Show how they risk nothing and they gain a lot, socially, by investing in this product and there is no risk of shame or “loss of face” in the process. It is a small tweak but for most people, caring what other people think is just up there close to sex and eating.

For your success,
Razvan Rogoz

The Three Entrepreneurial Personalities

From the desk of Razvan Rogoz
Dear friend,

I am not only Razvan Rogoz. I have actually three personalities. Now, don’t be scared. I’m not crazy.

I’ll explain in a second.

Every entrepreneur or business owner has three personalities. If you don’t believe me, ask Michael Gerber in “The E-Myth Revisited”, one of the best books on system thinking ever wrote.

  • I’m Razvan the technician – writing the copy, writing this article, putting in the work.
  • I’m Razvan the manager – creating plans, updating Basecamp, managing my time, writing goals, allocating resources, finding help and so on.
  • I’m Razvan the entrepreneur – dreaming, finding opportunities, creating systems, looking for ways to grow and evolve.

Three personalities in one. And what I’ve discovered, what I’ve understood recently is that the more these three personalities are balanced in a manner of 33.3%, 33.3%, 33.3%, the more competent that person will be.

Some people are technicians by nature. They like to get the work done, whatever that work is and don’t really concern themselves with management or entrepreneurship. Others are managers or entrepreneurs, focusing on order and opportunities. The idea is to balance these three.

The idea is that if you have three hours available …

  • Use one to plan and keep everything in order.
  • Use one to do your work.
  • Use one to find opportunities for your work to value more in the future.

In other words – execution, management, vision. 

Is it easy to keep such a balance in place? No, it’s not. But life is about balance. You can’t go 90% A and zero B if you need both. If you want to be productive you need both work and rest. If you want to grow a successful business you need to be the technician, manager and entrepreneur, all in one package.

For your profits,
Razvan Rogoz

How To Be Productive While Writing Copy

From the desk of Razvan Rogoz
Dear friend,

Sales copy is not the most productive activity in the world.

Why?

Because as copywriters, we want everything to go perfect. We want every word, phrase, paragraph to fit in and look like a piece of modern art.

And this is the biggest obstacle to writing good copy. Writing good copy is a process of research, putting your thoughts down on paper and refining. It is about approaching every possible way to get into the minds and hearts of the client and only then pick up the best one.

How do you do that?

I have three methods.

The first one is to auto-write. The process of auto-writing is when you set a timer for 30 – 60 minutes and in that time you write without stopping. You don’t edit. You don’t think. You don’t brainstorm. You just write. You pour down everything that comes out knowing that you’ll need it in some form or another later.

Auto-writing is a very useful process in copywriting, journaling, ghostwriting and possibly every other creative field. It allows you to get some rough gems on paper, gems you would need think about if you would edit every word and punctuation sign.

The second one is to discuss personally with your prospects. Keyword research, blogs, forums, project briefs, are all useful but only to a point. You may get the general picture about whom you are selling but you are still going to make a lot of assumptions about how that person should behave.

People are anything but rational (me included) so it may be useful to stop assuming that they’ll buy because of rational reasons or that they are interested in the same aspects of the product as you are. Sometimes, the most counter-intuitive thing out of all, a small benefit, a bullet may actually lead to a sale while other times, pages of benefits may not move him even one inch.

So find your prospect and carry a normal conversation with him. Try to understand how he thinks, acts, sees the world. Pay him if you need to, just to understand his mindset as close as possible.

The third method is to use strategic breaks. We are all emotional creatures. Emotions can make us or break us. One bad news and our entire day can be a mess and one good news and you can write the best copy of your life at lighting speeds.

It is hard to write good copy when you are upset or depressed. It is hired to write good copy when you are uncertain if it will work or not. A good concept from NLP is “beliefs are possibility filters”. In other words, if you believe that it will not work, you are actually restraining yourself from writing copy that may work.

It seems strange but the only way to access your true potential in any given situation is to believe in it’s certain success, in victory.

Of course, there are many other ways to be productive while writing copy but these are the main three principles I consider you should follow. They usually eliminate writer’s block and will give you that momentum that you need to get from start to finish.

For your business success,
Razvan Rogoz

Are You Making These Five Copywriting Mistakes?

From the desk of Razvan Rogoz
Dear friend,

There are a lot of posts & courses online on how to make your promotion work. There are countless book on how to write good copy and how to improve your conversion through the process of split-testing.

What I have almost never found are posts about why a sales letter may fail. You see, copywriting is both an science and an art, exactly in this order. It is based on fixed principles but it is hard to pinpoint them with mathematical precision. There is an amount of guessing inherent in every promotion you write or is written for you.

Below are the ten reasons why I consider a copywriting promotion usually fails.

Too many assumptions regarding the customer.

When you are researching, your main focus should be on the person you are actually selling. This may as a given but you would be surprised how many people ignore this step. They focus on the product, on the market, which are good advice, but they forget that people buy for emotional reasons and justify with logic.

One good method I’ve been using lately in order to create customer avatars is to pay potential clients to talk with me. I will look for clients who bought a similar product and spend 60 – 120 minutes discussing their buying motivations for $10 – $20 per hour.

This is a lot more useful than a focus group since there you will hear generally what you want to hear. When you are talking one on one with a customer, he’ll bust almost all your assumptions wide open and explain to you the real reasons why he bought something.

You will discover that these reasons are far from sophisticated and generally relate to our fundamental human nature – vanity, fear, love.

The copy is difficult to read.

I am not saying here about English vs. non-English copywriters. For all intents and purposes, a read-proffer and editor is cheap enough to invest in. Instead, I am suggesting that you format your copy in such a manner that it is as easy to read as possible.

Use short sentences instead of long ones. Break paragraphs after one or two sentences. Make the design easy to follow with as little distracting elements as possible. Use sub-heads to break up the copy and make it easier to read. Use a font that works for them, Ariel or Tahoma. Use a blueish background image since it’s proven to increase trust.

All these element taken individually do not account for much but together will increase the readership of your sales copy dramatically.

The headline does not pull the prospect in.

The job of the headline is to get the prospect to read the first sentence. The job of the first sentence is to get him to read the second sentence. This process goes on and on until you’ve pulled him into the copy and you’ve started the “desire” process. Until the moment you can present him the benefits that may make him want to buy, you want to build your copy as a slippery slope where the only purpose of every word mentioned there is to get him to read forward.

The true purpose of any sales letter is to get read, not to sell. The sell should come as a consequence of building enough desire, but if it doesn’t get read, then it’s all for nothing.

The offer is not attractive enough.

One of the first thoughts that we have when we want to buy something is “can I get this somewhere else cheaper?” It doesn’t matter if it’s a $200.000 sports car or a $19 eBook, we are always looking for a better deal.

Most online entrepreneurs act like there is no competition, like their product is the only one on the market and the only solution for any given purpose. The truth is that maybe a small percentage will buy instantly, because this is the first choice they’ve seen but the bulk of your market researched several products before voting with their wallets.

Acknowledge the competition. Explain how you are superior to them. This may be in terms of price, bonuses, insight, experience, customer support. Don’t simply act as there is no competition as the prospect is far from stupid.

The objections are not answered.

Regardless what some people may think, copywriters are not editors. They are sales people in print. This means that we need to think like a sales people and the primary objective in sales is to get over objections.

In a interaction, there will always be a sale. You can either sale the other person on why your choice is the best one or the other person can sell you why it’s not. A sale is always made.

When it comes to copywriting, the prospect will bring a lot of objections. These may include but are not limited to:

  • I am special, this will not work for me.
  • I have tried something similar and it failed.
  • It is too expensive.
  • I do not have the time required.
  • I am afraid what my family will think after I purchase this.
  • I do not know if I can handle the challenge of applying everything.
  • I’m not ready to buy now.

… and so on. There are tens of objections found in every product and market and your job is to answer them, as persuasive as possible. Do not ignore an objection. If you ignore it, it doesn’t mean that it’s not there and every objection ignored is like a huge “STOP” sign your prospect can’t wait to find, stop, and return to his cozy, homeostatic state.

These are the main obstacles to a sale. There are more, of course, including a bad product (it’s hard to sell a inferior product) but for all intents and purposes, please try to avoid everything I’ve wrote above.

For more sales,
Razvan Rogoz

The importance of emotional intelligence in mrkt / sales

From the desk of Razvan Rogoz
Dear friend,

What makes a good copywriter?

To be honest, it is not his ability to write. Yes, words are important. Words are damn important. It’s a vehicle to get your ideas and message across. But there is something more important than that. That is emotional intelligence.

What do I mean by emotional intelligence? The ability to understand how people function and most importantly, how you function. A copywriter is similar to a hacker. He must break into a system and change something. He must get his attention, resolve his objections, make him desire his products and finally, get the client to take action.

It’s similar to scanning a port, finding the right password, breaking the firewall, finding the right file to take and eliminating all logs.

This may offend a lot of copywriters who believe themselves as artists. We are not artists. We are business people. We are no different from the Wall Street broker pitching stocks on the phone or the sales person moving door to door. Yes, we require a bit more sophistication but we are not artists. We do not write to get awards. We write to sell.

And if you want to become a better copywriter, instead of keep copying sales letters by hand, develop your emotional intelligence. Go out in the world. Experience. Meet your prospect. Meet people who are obsessed with their weight to understand how the weight loss niche works. Meet 24 year old virgins to understand why the dating industry works. Go to a multi-level marketing meeting, sit through it two hours and network to understand how biz op work.

Copywriting is a skill learnt in the real world. Yes, I also encourage you to read a book or watch a course on copywriting for at least 30 minutes daily but the bulk of your work should be out there, not in front of your office.

It’s true, you can copy the masters, you can take every technique and strategy and apply it in a principle similar to “monkey sees, monkey does”. And it will actually work. It’s not that hard to sell. But until you understand the underlying principles of human nature, what makes people ticks, how we are these strange and wonderful creatures in the same time, you can’t win it big.

Agree?

Leave a comment in the box below.

Thank you,
Razvan

Why Persuasion Matters.

From the desk of Razvan Rogoz
Dear friend,

Persuasion.

This simple word will make some people feel sick in their stomach. It has a bad connotation. A really bad one. When you think of persuasion and it’s logical extension – a persuader, you think of someone evil. That salesman who is simply not leaving you alone. Wall Street brokers and so on.

But persuasion is a part of life. Virtually everything we do is persuasion.

I have a book next to my bed. It’s called “To sell is human” by Daniel Pink. And this book made me realize something. Like it or not, to succeed in life, you are in the persuasion game.

If you have children, you have to persuade them to clean their room. If you have a significant other, to be politically correct, you need to persuade that person to act in your best interest. If you are an entrepreneur, you need to persuade your employees to work hard, your investors to put in the money, your banker to give you a loan and of course … your clients to buy from me.

The thing is that … persuasion is like the air we breathe. We can’t live without it and a world without persuasion is a utopia. We are human beings. Imperfect by nature. We do not want to do what others tell us to do even if it’s in our best interest.

If we would be rational and goal oriented, like a computer, we would all be rich, good looking and happy. But we are not. We are our biggest enemy. And this is where persuasion comes in (uh, I love this word).

First we need to persuade ourselves to be our best. This means doing something productive instead of going on the path of least resistance. Second, we need to persuade those around us to act in our best interest. Without persuasion, there would be no love, no romance, no happiness, nothing. Then we need to earn our living, no matter if this means selling stocks by the phone or selling our ideas to someone else.

It’s our primary skill for surviving in this world. And it’s a skill that should be taught in elementary school next to math and English. The thing now is that persuasion is also dark and evil in nature, like everything else. It can be used for good or for bad. For happiness or for sorrow.

But that’s a choice, a choice you get to make.

Because the truth is that everything in this life is a double edged sword. Absolutely everything. And if we were to use only what is good, whatever good may mean, we would starve to death really fast.

So what’s my call to action?

Develop your persuasion skills. You can survive without cooking, without math, without even reading. But you can’t survive without persuasion. And even if you decide to go “Walden” style on everyone and spend your next two years in a cabin in the woods, you would still need to persuade yourself. And guess what?

You are the hardest sell anyone can make.