Weird Times + An Important Copy Lesson

Good morning.šŸ˜Š

These are weird times weā€™re in right now.

I donā€™t know what else to say.

Iā€™ve already written more than a few times about COVID-19 and I donā€™t want to make this whole post about the topic too.

But the pandemic is dominating peopleā€™s psyches.Ā šŸ˜·

copywriting lessonsIā€™m no differentā€¦

And what Iā€™m personally battling withā€¦

Is how I can put this preoccupation with COVID-19 to the sideā€¦

And focus on needle moving activities for meā€¦ šŸ§

Like creating my RMBC Course.

My guess is that a lot of people arenā€™t going to be able to focus enough to get any ā€œdeep workā€ done during the next few weeksā€¦

So, if Iā€™m able to buck that trendā€¦

Itā€™ll put me in a really good position going forward.

So yeah, thatā€™s what Iā€™m focused on.

copywriting lessonsWith all of this being said, I did have an interesting realization when I got home from the Speakerā€™s Dinner for TCC IRLā€¦

I was feeling a bit more concerned about COVID-19 due to Trump closing the borders with Europe, Tom Hanks and his wife having the virus, and the NBA cancelling the rest of their season.

So, what did I do?

I went online and I bought multiple water filtration devices.

Then, I bought 4 portable solar chargers from Allen Balerā€™s company 4Patriotsā€¦šŸ›’-

Then, Laura and I placed a $1,000 Amazon order that contained a ton of non-perishable food + multiple bottles of my favorite supplements.

I even considered buying the $2,500 solar generator that 4Patriots sellsā€¦

But Iā€™m gonna wait and see if I can get Allen to give me the friends and family discount.

Anyways, what I realized while I was busy spending like $2,000 in the course of an hourā€¦

Is that the reason I was buying had nothing to do with any of the products themselvesā€¦

And more so with peace-of-mind and security.

By buying all of this stuffā€¦

I felt like I was ā€œdoing somethingā€ to protect my family. That I was making a smart decision.

And that made me feel calmer and better. It alleviated some of my fears of worst case scenariosā€¦

copywriting lessonsWhere Iā€™m totally wrong about the virus, everyone gets it, and society totally breaks down.

I still donā€™t think thatā€™s going to happenā€¦

But it was like ā€œbetter be prepared.ā€

And honestly, later today I might go buy a gun or two if Laura will let me as well.

Seems kind of crazy and extreme, right?

Totally.

But, it makes me feel better.

copywriting lessonsAnd, hereā€™s the thingā€¦

This is what our prospects are thinking when they buy our products, too.

At least, if the copy is good.

Youā€™re never selling a weight loss pillā€¦

Youā€™re selling transformation, confidence, adoration, accomplishment.

Youā€™re never selling an investment guideā€¦

Youā€™re selling security for the prospect and his familyā€¦ the chance to be the smartest guy in the room for a change. The freedom that comes from a wealthy retirement.

Make sense?

Thatā€™s why product ā€œfeaturesā€ donā€™t really matterā€¦

And why benefits only matter if you take them several layers deep.

If youā€™re selling a home with ocean viewsā€¦

Saying ā€œyouā€™ll enjoy beautiful views of the oceanā€ is an okay benefitā€¦

But saying something like:

ā€œYouā€™ll enjoy beautiful ocean views that have you waking up each morning experiencing an immediate feeling of calmness, tranquility, and wonder.ā€

Seems like a subtle difference, but the second is much more powerfulā€¦

copywriting lessonsBecause it gets to an emotional and physical stateā€¦

Rather than just stating a fact.

Anyways, thatā€™s it for now. Iā€™m going to jump right into working on RMBC Course.

And since I didnā€™t have anything scheduled for todayā€¦

I have no excuse not to knock out a TON of the course.

– SPG

P.S. This post originally came from an email I sent to my private list. If you want to see more stuff like this from me, you can apply to join my list using this link.

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Stefan Georgi

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