Words can make you rich.
They can make you feared, respected, hated and even loved.
The truth is, knowing how to use your words to manipulate how your message comes across is just as critical of a skill as face-to-face sales.
You see, there are really only 3 things you need to have for a successful business, especially online.
Thing #1: You need traffic (Facebook Ads, Google Ads, Email Drops, Etc)
Thing #2: You need to convert that traffic somehow (Landing Pages, Lead Forms, Applications)
Thing #3: You need to fulfill on your promise (whatever your product or service is)
The thing is, you can be a master at generating traffic but if you’re sending them to a page that doesn’t grab your prospect by the shirt collar and make them want to buy every single thing you have, then you’re wasting your time and precious advertising dollars.
However, if you develop the learnable skill of turning words into money, you’ll never be broke.
To help you on your journey, here are 2 formulas you can follow:
Formula #1: AIDA
Formula #2: The 4W Rule
You’ve probably already heard of AIDA.
It stands for attention, interest, desire, action.
Your advertising needs to capture their attention, peak their interest, get them to desire having it in their lives and then take action to buy it.
The second formula (The 4W Rule) is actually fairly straightforward and works like a charm in emails.
I picked it up after Frank Kern mentioned how John Carlton helped him write a sales letter using a formula similar to this.
You start by telling them What you have to offer, Who the product is for, What they’re going to get and finally, What they need do next to get the product.
You Vs I
“You need to clean up your room”
“You just think money grows on trees”
“You’re always at work and never spend time with your family”
Those are “you” statements.
They are statements which take no accountability or ownership on behalf of the person saying it.
Instead, they blame and accuse the person on the receiving end.
In marketing, relationships, and in general conversation…
… using “you” statements in that manner will make the person on the receiving end feel more defensive and resistant to your message.
And if you know anything about sales, that’s the last thing you want to happen.
Right?
Right.
So… if you’re going to use this “you” word, then make sure it makes them feel good.
Stuff like, “you’ll love how you feel after you try this product“ is a better use of the word “you”.
“I” statements take responsibility and accountability.
The thing is, when you’re writing advertising copy, you want to use “you” statements more than you do “I” statements.
Why?
The answer is simple.
People only care about themselves and if you start talking about yourself before they even know you, they will click off and you’ll lose them.
So, use the word “you” as much as possible, but in a way that makes your prospect feel either positively influenced or, negatively affected because they didn’t buy your solution.
Follow the advice in this article and I promise, you’ll see better results than ever before.
Keep kicking ass,
Carlos Redlich
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