Regardless if you're writing an advertisement, website copy or a quick e-mail, this secret is the key to getting your prospects to feel an instant connection with you. In fact, you'll almost magnetically attract a following if you demonstrate this one communication skill ...

Empathy. 

Basically, you must prove to your prospects you understand their feelings and what it's like to "walk in their shoes."

The power of empathy lies in the reason behind purchasing decisions. We buy for emotional reasons (while seeking logical reasons to support our decision) -- and empathy targets emotions like flies on a picnic lunch.

By showing empathy, you build a bond that strengthens each time you put your marketing message in front of prospects.

So what are some ways you can write empathy into your copy?

One of the easiest is telling a story. As humans, we're biologically programmed to seek similarities with people in stories.

I can't explain why we look for a character connection. This is simply an example of Mother Nature's influence, so use it to your advantage.

And here's a trick when writing your stories: You can get instant control of prospects' minds by starting a sentence with the word "imagine." Without fail, they will visualize whatever explanation you write after this powerful command statement.

Another way to write empathy into your copy is to admit a fault or mistake, especially when it's something your prospects can relate to. For proof of how well this tactic works, look no further than sports figures, politicians and Hollywood celebrities.

You can also try targeting a common enemy in your copy. For example, here's how I recently started the sales page for a client's do-it-yourself website training guide:

What you're about to find out is a closely guarded secret designers and programmers will never tell you about creating websites.

In fact, many people in the Internet world pray you never discover it. After all, they want to continue charging inflated fees to business owners who don't know any different.

Can you tell who the "enemy" is?

So there you have it ... three ways you can use a simple copywriting secret to create instant connections with your prospects.

Sincerely,

Tom

P.S. There's still time to send me your questions for Drew Eric Whitman, copywriter and author of Cashvertising. During my interview with him on Friday, I'll ask him your question and read your name and website address to give you a little extra exposure.

P.P.S. Also, in case you missed it, I re-opened my 6-Month Marketing Program yesterday. Details are available at http://www.tomtrush.com/6month.