Henry Ford said, “If there is one secret to success it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.”

And dear ol’ Henry should know a thing or two about success after founding the Ford Motor company.

There is only one way to influence other people.

And that is to find out what they want. Talk about it. And show them how to get it.

Simple eh?

There you go. The keys to the universe handed to you on a plate.

You see as people we’re selfish. We’re only interested in ourselves. What we want.

This is crucial when persuading people to do what you want.

So when you talk to other people in your sales copy it had better be about what they want. Remember this;

It’s all about THEM. Not about you.

This is so important I’ll repeat it.

It’s all about THEM. Not about you.

So what’s the best way to do this?

Well, firstly you need to arouse an eager want in your prospects.

This comes back to finding out what people want. And you can only do this by knowing your prospect thoroughly. By building a profile of your ideal customer. Writing to a real person whom you know.

And secondly, you need to show your reader how you can provide them with what they want. How your product or service is the best way to get what they want.

Remember this simple nugget (and employ it) and your prospects will be putty in your hands.

I’ll leave you with another quote.

“People who can put themselves in the place of other people, who can understand the workings of their minds, need never worry about what the future has in store for them”, Owen Young.

http://www.markpocock.com
Mark Pocock is a freelance direct response copywriter and marketer. Read his blog at http://www.case-studies-in-advertising.com

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