“Most people do not really want freedom, because freedom involves responsibility, and most people are frightened of responsibility.” – Sigmund Freud, Born May 6, 1856.
But Siggy, what if people could have freedom, but WITHOUT the burden of responsibility?
Wouldn't that be the greatest thing since sliced bread?
What would people pay for that kind of thing?
The answer is infinity dollars.
This is sold every day, and even though it is never truly delivered, it sure doesn't stop people from buying again and again.
Lose weight while eating whatever you want.
Quit your addictions easily and painlessly.
Become attractive to them opposite sex without becoming fit or pretty or interesting or smart or rich.
Get rich without working hard.
Everyone wants the treasure without needing to go on the dangerous quest that will test their mettle and make them earn it.
You can make that promise to people. Even if they doubt it, they often will WANT to believe it so badly, they will fall for it again and again.
But THIS time, it's different. Because it takes my metabolism into account. Because I'm dealing with my mindset first. Because it uses pheromones. Because it is magical. Because I deserve what I want.
How can you describe what you're selling as the key to freedom without responsibility? Freedom from worry, pain, labor, boredom… Without the responsibility of having to get off their ass and do more than spend a few bucks…
It works every time.
<!—- lagniappe Here is a simple formula. You can use it directly, but you can also just use this as the skeleton, and then dress it up if you feel like it’s too obvious. When working on a pitch for any product, try starting with this. You get [DESIRED BENEFIT] without [THING THEY EXPECT BUT DON’T WANT] so you can [ENJOY THE RESULT YOU WANT ANYWAY]... I like to work up a list for each thing in the brackets. Mix and match. See what comes up that sounds best. In fact, you can use multiple variations in the same pitch. As long as you’re giving benefits *without* the bullshit costs they would want to avoid paying. And then promise they will totally get away with it. That’s the real magic twist here. That last bit. Assuring them that they will get away with it - no consequence, no gotcha, no catch, no side effects or judgments or even awareness or discovery of their sneaky bypassing of the normally expected fees and costs. They get to coast. They get to take the ride without a ticket and Indiana Jones will not throw them off the zeppelin. Do not sleep on how effective this is even if it’s not complicated or deep or overly fart-huffing about how important and creative and original some dudes tell you copy has to be. —->
2 thoughts on “How to Sell By Telling People What They WILL NOT Get When They Buy”
Thank you! This is good!!
Wow… Colin, you have this amazing talent of teaching a concept that gets mental juices flowing of "How ELSE can I use this in my copy?" Beautiful.