(The webinar featuring step one, which is about determining the problem and tapping into people’s pains and struggles to show empathy and encourage them to realize they need assistance, can be found here. The webinar featuring step two, which is about gaining clarity through the construction of a 30-second statement that clearly outlines a company's intentions, can be seen here.)
Step 3: Create That “AHA!" Moment
Jason explains that in order to elicit effective copy, a company must learn to create the “Aha” Moment by appealing to the consumer by using empathetic language to promote thoughts like:
-“Yes, this company gets me.”
-“Yes, they understand my fears, anxieties, and feelings.”
-“I want what they have.”
“Do you feel like you’re wasting hours trying to create content to promote your service and coming up blank? Are you burned out by trying to write everything on your own?”
Once a company identifies its “Aha” Moment, it can then move on to Step 4.
People make purchases either to gain something they don't currently possess, or to avoid losing something they currently have. Their decision is ultimately motivated by their money, health, or relationships. A company should assess in what ways they are able to assist consumers in order to align themselves with their needs. This could include things such as:
-Can the company help the consumer make money, save money or avoid losing it?
-Can it save time?
-Can it help the consumer enjoy great health or avoid being sick?
Example:
Problem: Do you fell like you’re wasting hours trying to create content to promote your service and coming up blank?
Solution: Save yourself hours of frustration trying to struggle through writing it yourself. A fresh perspective—written by an experienced professional—can be the breakthrough that delivers the results you’ve been waiting for—prospects who click on that “Sign up” or “Buy now” button and turn into loyal, raving fans.
Prospects will always want to know the answer to one pivotal question: “What's in it for me?" A company must make sure to advertise the benefits of purchasing their product or service. An easy way to assess the benefits of a product is to perform The Pencil Test:
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