Imagine you just received a marketing project in a box.
You’ve been told if you handle it right, this project will help millions of people live better, and make you plenty of money in the process. You shake it—the rattling sounds promising, so you tear open the wrapping and find a colorful, challenging jigsaw puzzle. Depending on your preference, you may have a couple of different reactions:
1) Great! You love puzzles. You start to search for a pair of scissors to open the box. But wait, not so fast, you were supposed to go over those reports… and there’s that conference call…and the lunch meeting. You guessed it; the puzzle gets put on the back burner indefinitely.
2) Ugh! You hate puzzles. They’re complicated, take forever, and you can never get all the pieces to work out right. You know exactly what the end result is supposed to look like, but
Can’t someone just solve the puzzle for you?
I’m Julie Anne Eason, and I absolutely love puzzling marketing projects like sales letters and email autoresponders. My method of writing copy is like putting together a puzzle. At first, all I have is a jumble of old marketing pieces, product descriptions, recorded interviews, maybe some testimonials. I start by dumping them all out of the box and going through a very specific process.
- I flip all the pieces over so I can see them.
- I organize them by color.
- I pull out the four corner pieces and the flat-sided pieces.
- Then I build the frame, and fill in the picture bit by bit.
The whole process of creating a cohesive sales piece out of a hundred tiny pieces makes me happy, but…
Have you ever noticed what happens when you get to the end of a puzzle and realize you’ve got missing pieces?
You get a sickish feeling in your stomach. You feel deflated, defeated…and you don’t bother to finish it. You just chuck it in the trash—disappointed. What once held so much promise is now useless and you have to go find something else to satisfy you.
That’s exactly what happens when people read ineffective marketing copy.
If there are pieces missing in your copy, your prospect won’t bother to finish reading—they’ll just move on to something else.
And where does that leave you? Broke.
That’s why I’ve spent years studying the psychological hot buttons and emotional triggers necessary to fill in those missing pieces. Some copywriters rely on persuasion tricks or smoke and mirrors to manipulate buyers, but I don’t work that way. You see, the human brain unconsciously filters out 99% of the millions of messages we are bombarded with everyday. Most marketing never even makes it past these sophisticated filters into the conscious mind. That means your website or direct mail piece doesn’t stand a chance unless it’s been very skillfully crafted.
When I write your copy, I use a system of scientifically tested mental and emotional triggers to ethically bypass your customer’s natural filters and sales resistance.
I know why people buy your products and why they don’t (and believe it or not, it has nothing to do with you or what you’re selling.)
So, will your next sales letter make the cut? Or will it be filtered out with all the other “noise” we just have to deal with everyday?
If you’re interested in hiring me to fill in those missing pieces and get your marketing the attention it deserves–