Tuesday, October 2, 2012

You're Selling Hope

A new Bob Dylan lyric goes: "Night after night, day after day, they strip your useless hopes away."
Human lives circle around hope. But life gets in the way.
Above everything, people need reasons to believe they can reach their goals.
Offering hope and the reasons why you can reach your goals. 
Those are the essence of good copy.
When someone buys from you, he isn't buying your solution. He's looking past it to the hour when he reaches his goals.
He's buying hope.
Good copy paints a picture of the problem your prospect faces now. And the reasons why he'll reach his goals after he buys your solution.
The founder of Revlon famously said, "In the factory, we make cosmetics, in the store, we sell hope.”

That's what you're selling. Hope.
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