“As people are walking all the time, in the same spot, a path appears.” – John Locke, Born Aug. 29, 1632.
People are not that different. We all think we are unique snowflakes, but humanity is a blizzard.
While there are always exceptions, we are built the same way, and we have similar lives. Routine. Settling. Sacrifice. Stubbornness. Self-doubt.
But we bear it alone and we think our troubles are exclusive and special. No one who hasn't walked a mile in our shoes can possibly understand us!
But we all walk the same miles, in really similar shoes.
This makes it easy to guess what a person's secret inner struggle is like.
When you do, it hits them like a shot to the heart when you guess right, because you're calling out secrets that they never speak of.
They feel an immediate connection to you, because they feel you are connected to them.
But it's just guessing.
Here are a few guesses I can make about you, dear reader:
Hey, you're stifled at work.
You're dissatisfied at home.
You're stressed about money.
You're lonely when you're alone.
You're disappointed with yourself for not being more responsible.
You'll give yourself a break though, because you deserve it.
Not like those colleagues, relatives, coworkers, outsiders you hate.
I feel you. I see you. I hear you. Maybe no one else does, but I do.
And that's why I wanted to talk to you today…
About what? Something to buy, probably. Trust me, you'll feel better.
<!—- lagniappe Here Are Three Simple Steps You Can Take to Add This Persuasive Power to Your Copy... There are three main emotional responses all people have to their problems and suffering. 1. They feel STAGNANT. They know they are stuck, frozen in place, and not making progress with this one problem. Others seem to move past this and move freely, while they are bogged down. Struggling with the problem just makes it worse. It feels frustrating. 2. They feel UNCERTAIN. They are either mind-boggled by all the options available to address their problem, or else there are not very many available options at all. They have no idea how to proceed, and it feels confusing. 3. They feel UNSUCCESSFUL. They have either tried to solve their own problem and failed, once or again and again. Or else they have been supplied with believable reasons why anything they might try will also similarly fail. It feels oppressive. Describe the prospect’s problems to the, in a context that acknowledges these three emotional angles and they will become CONVINCED that you know - KNOW - deep down and personally, what it’s like to walk a mile in their shoes. And once they believe that, and they can see you DON’T still suffer as they do, they will believe you know how to help them. —->
5 thoughts on “When People Are Driving in Circles, They’ll Pay a Toll to Take Your Exit”
Excellent. Although not all your guesses about me were right :)))
Great, powerful insights. People buy for emotional reasons (80%) and jusyify with logic (20%) …to your point. Will be taking your 3 emotional points and working them into my copy materials. Thanks
Ps your's is one of the few emails i regularly read.
Enjoyed the email. Follows what I think is a trend among your advice which is to identify with the feelings that drive action/thought/behaviour in an audience and then write from there. 🙂 will give it a go!
Like it and will test it.
Let me know how it goes. Thanks for reading and commenting!