A quick Friday tip for you ...

When people consume your marketing, they do so with existing ideas about what you provide.

They’re not a blank slate.

They’ve likely been looking around and evaluating options. 

As a result, they’ve developed feelings about your product or service -- even before reading a single word of your marketing.

If you fail to address these emotions that potential prospects have, you risk losing them. 

And you must do this quick.

The problem is, most marketing jumps right into all sorts of features (i.e., facts) and occasionally some benefits.

So, as least from a text perspective, most marketing seems identical to competitors.

One of my favorite ways to get around this challenge early in your marketing is to incorporate a single word …

“Without.”

The process is super simple.

You start by brainstorming the biggest problems that might prevent a prospect from moving forward with what you offer.

Think of these as objections or issues that might cause anxiety.

Let me give you a basic example …

Imagine you offer a stock trading service. In the trading world, people are always hunting for information that gives them an advantage. 

But most don’t want to do anything illegal.

So a few years ago, Rogue Trader ran an extremely successful promotion with the following headline: “Profit With the Insiders Without Breaking a Single Law.”

Notice the focus on the big benefit (“Profit With the Insiders”) and then the text that eliminates an objection or fear (“Without Breaking a Single Law”).

If you’re interested in getting the newest iPhone and visit the Apple website right now, you’ll quickly see how “You can upgrade whenever you want, without having to pay off a balance.”

If you’re a tax attorney, you might remind prospects how you can often resolve their situation “without ever going to court.”

If you’re a dentist, you could promise “a permanently whiter smile without shots, drilling or pain.”

So there you have it …

Pretty easy stuff, right?

It works wonders.

Talk soon,

Tom Trush
Direct-Response Copywriter/Marketing Strategist