PONUDA MOBITELA

1
How to Use This
Resource
One of the biggest benefits you’ll
find from using this book is that you
start to think … see … and FEEL
all of these powerful emotions at
work. Do this enough and a whole
new world starts to open up. You
begin to understand human nature
and motivation on a far deeper level.
As a result, you’re able to predict,
direct and harness the power of your
prospects’ desires … because emotions
have and always will be the most
effective way to do just that.
I believe the best marketers and
copywriters in the world, the true
masters like Clayton Makepeace, Gary
Bencivenga, Gene Schwartz, Jim Rutz,
John Carlton and many others, have
a deeply instinctive understanding of
how these human emotions work.
They’ve learned how to position
their products or services (and the
people behind the products or services)
as powerful emotional solutions to
real-life problems of their prospects.
Solutions that gave their prospects
as much emotional satisfaction and
vindication as they got from whatever
material good they purchased.
So how do you do this?
The first step is always to find
out your prospects’ dominant resident
emotions regarding the subject at
hand, just as Clayton teaches. By
dominant resident emotion, he means
the primary (i.e. most dominant)
emotion that sticks around for a long
time (i.e. resident). These are feelings
like the fear of loss, the hatred for
injustice, the yearning for hope and
love, and so many more.
He covers this extensively in
many issues of The Total Package, his
teleseminars and How to Challenge
a Strong Control product, the
Easy Writers Marketing Club, his
groundbreaking Power Marketing
Summit, and will do so in The Ultimate
Desktop Copy Coach. This is where
I learned a good percentage of his
teachings on emotion in sales copy.
Not only that, over the last year
I’ve spent a significant percentage of
my days (meaning hours and hours
every single day) studying all of his
most successful packages. This has
been especially eye-opening — with
much of what I’m presenting here the
direct outcome of what I discovered in
dissecting Clayton’s biggest winners.
Consequently, what I’ve done
in this book is incredibly synergistic
with everything Clayton teaches. In
going through his copy, I found the
strongest and most commonly targeted
emotions. I busted my brain figuring
out exactly when and where he (and
other great writers) use these emotions
to further the sales process; and which
words they use to do that.
Then I grouped and organized
the words in each distinct emotional
section, paying special attention to
how that emotion is used in winning
copy.
Put simply, this stuff works. Not
once, not twice … but over and over
again. I’ve personally seen Clayton
use and teach everything in this
book. These are some of the exact
same secrets his copy cubs have
used to become six and seven-figure
copywriters in short order.
And that includes yours truly.
Despite just breaking onto the
scene, I’ve personally used all of
these techniques in the battlefield —
especially in the time that I’ve spent
consulting and writing promotions
directly with Clayton. So I can assure
you; they work like gangbusters
across the board — for rookies,
veterans, superstars and everyone in
between.
Why You’ll Have a Blast Using
these Explosive Little Words
Once you get going, this process
can be so fun! As a writer and
marketer, you know how fantastic it
feels to get passionate about a subject
— feeling the same level of emotion
as your prospect is feeling — whether
it’s a drug scandal, a supplement
conspiracy, a Wall Street scam or
anything else.
And you know how amazing it
feels when you can come to the point
where you’re able to put that feeling
into words for him, so that he instantly
identifies with the message you’re
articulating in the copy.
Of course, that’s not always so
easy. You’ve got to actually KNOW
what your prospect’s feeling — first!
Take anger, for example. To really
use anger to the max, you’ll want to
begin by presenting some sort of fact,
event, claim or subject you’re sure will
arouse your prospect’s anger.
And how do you find that out?
Research, of course! You study the
daylights out of your prospect — his
hopes, dreams, desires, beliefs and
more. And more importantly, you
look at the relationship between your
prospect and your product, the market,
the subject of the information you’re
giving him — anything for which he
could possibly be angry.
And don’t forget: With the
information at the beginning of
each chapter you’ll learn to quickly
recognize when an emotion has a
high likelihood of being present in
your prospect. No guarantees here —
emotions are extremely fickle things.
But masters like Clayton and others
have learned to spot such conditions
and take full advantage of them for
much higher percentages of success
than most other writers.
To do likewise, you simply flip to
the section on anger and discover why
anger arises, and how it’s most often
used in direct response. This will give
you a strong psychological foundation
that eventually will become second
nature to you.
After that, you look within that
same chapter for words that you
now know are proven to effectively
trigger that emotion. Tune into that
Emotional Trigger Words