PONUDA MOBITELA

16
and
How to Make
Your Prospect
Feel Safe and Secure
Few copywriters ever consider
the emotional need for security, and
yet it’s one of the single most crucial
factors in the success of almost any
promotion. In the financial arena, it’s
especially powerful and Clayton used
it to take Martin Weiss from a small
financial publisher to the #1 newsletter
in the industry in the late 1990s and
early 2000s.
How did he do this? By
positioning Dr. Weiss as the #1
guardian of investor safety. His
newsletter service was called the Safe
Money Report and all of his premiums
and features were centered around
helping the investor to protect and
insulate his wealth, and then rake in
safe yet substantial profits.
At a time when so many investors
were feeling uncertain, frightened and
distrustful of Wall Street, the feeling
of safety and security couldn’t have
been any more powerful. Clayton used
many of the words below to harness
this amazing emotion and leap ahead
of his competitors.
So what makes the feeling of
security so appealing? The primary
reason is that security is the opposite
of fear. In many ways, you could say
that security is the antidote to fear
because the more secure somebody
feels, the less afraid they’ll feel.
Fear is so often a dominant
emotion in the health, investment
and other markets — promising and
proving that your product will deliver
the emotional benefit of increased
security is always, ALWAYS powerful.
There’s another crucial reason
to make security part of every single
promotion you ever write: It’s the
emotion that RELIEVES RISK! As
a successful copywriter and direct
marketer, you already know that
you need to relieve your prospect’s
feeling of risk. The most common and
practical way to do this is through
your guarantee. But the most overall
effective way to do this is to trigger
the emotions of security in your close
… your guarantee … your order
form and everywhere else you can. If
you do this right, your prospect will
feel very safe about ordering. You’re
removing one of his chief barriers to
action and thereby increasing chances
of him actually responding.
Also, as you go through the list
that follows, notice that many of
the words in this section are used in
proof/credibility copy. That’s another
crucial thing to realize about the
emotion of security — namely, that
the goal of those elements is to make
your prospect feel safe. When he feels
you’re telling him the truth and that
your product is legitimate, he’ll feel
secure and will be able to trust you.
This is absolutely essential to him
buying.
Here’s an example:
His name is Stephen
Leeb. Leeb is the
author of the bestselling
investment
books, Defying the
Market, The Oil
Factor, and The Coming
Economic Collapse. He
was also the editor
for 13 years of the
largest financial
investment newsletter
in the world, Personal
Finance. And has been
repeatedly rated as
the top market timer
by the major U.S.
rating services.
These services have
repeatedly ranked
him one of the best
— even for periods
spanning half a
decade. This puts
Leeb in a category
all of his own. Few
advisors are lucky
enough to shine in
the #1 spotlight for
even a year. But Leeb
has shone year after
year. His predictions,
his recommendations
his insights
have been spot on
— again and again.
It’s probably why
he is quoted almost
monthly in prestigious
publications from the
Wall Street Journal to
Business Week … from
Forbes to USA Today,
and why he is asked to
appear regularly on
popular financial shows
and channels like CNN,
CNBC, Bloomberg and
Fox News.
As you can see from this example,
the writer is building the credibility
of the editor. This causes the reader
to trust and believe what he’s saying
as true. The end result is that the
prospect feels safer and more secure in
ordering. Without adequate creation of
these feelings (as Clayton likes to call
the “safety sale”) — his skepticism
and fear of risk will often be too
significant to take action. It just won’t
feel right inside.
But when you USE these words
and sentences, peppering them
throughout your credibility sections …
your guarantee … your close … your
order form and anywhere else they
fit … you can’t help but remove your
prospect’s resistance and doubt about
the benefits he’ll receive.
So do yourself a favor and master
these words — your response numbers
will thank you for it!
Security
Security
100% – “A 100%, No-Strings-
Attached, Four-Way Guarantee …”
#1 – “Our newsletter was ranked #1
by Hulbert Financial Digest.”
Accurate – “Having the world’s most
accurate stock ratings is kind of like
having X-ray vision.”
Again and again – “Again and
again, this simple strategy has spun
off returns of up to 450% for savvy
investors.”
Ancient – “An ancient herbal blend
50 Emotional Trigger Words