Brass Tack Persuasion
The emotional appeal formula is a simple framework I use to uncover your customers dreams, fears, failures, suspicions, and even…their enemies! With these answers, I have everything I need to write compelling copy that sells.
Encourage their dreams
Encourage their dreams
Allay their fears
It's simple, people are skeptical and untrusting (especially on the internet). It's up to you to put their fears to rest and give them a confidence boost in your solution.
Confirm their suspicions
Let's make your customers say "I KNEW IT ALL ALONG!". When you confirm your customers suspicions, you're walking yourself to their side of the table and telling them what they have been itching to hear all along.
Justify their failures
When we buy something, we are hoping to achieve an outcome (duh). But when a customer comes to you, it's unlikely you're their first try. This means you have the opportunity to justify why their last try didn't work, and open them up to your new solution that will!
Throw rocks at their enemies
Apple's iconic advertisement of "window vs apple" is a great example of this at work. Apple knew their customers (creatives — also high in openness) were looking for a computer that was just for them. Something that would break them free of the "corporate", hard to use technology.
