This quote basically sums up how to write ads that instantly connect with their audience:
People will do anything for those who
• Encourage their dreams
• Justify their failures
• Allay their fears
• Confirm their suspicions
• And help throw rocks at their enemies— Blair Warren
People don’t want to buy stuff; they want to solve problems and improve their lives.
They also have objections because they’ve tried to solve their problems before but couldn’t.
As marketers, we need to tell them that it’s OK, that our solution can actually help them, unlike that one, and that their lives will be awesome once they solve that problem or achieve that goal.
Blair Warren concisely organizes the five methods of achieving this with copywriting. To go deeper into Warren’s teachings, I highly recommend reading The One Sentence Persuasion Course – 27 Words to Make the World Do Your Bidding.
Let’s discuss each of the 5 models in more detail…
Encourage their dreams
Show them their “dream state,” what they aspire to be.
Justify their failures
Let them know it’s OK to try again. Address the problem and remove their shame to show them it’s not their fault.
Allay their fears
Go ahead and address the “elephant in the room.” Take control of the narrative by directly pointing out their biggest concern.
Confirm their suspicions
Point out the flaws of other solutions and your competitors.
Throw rocks at their enemies
Align with them by highlighting a common opponent.
