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Let’s get physical: How to move your reader like a marionette

November 21, 2013 | By | 1 Reply More

You know that feeling when you read something you agree with and you start nodding?

Your copy should be pulling the strings.(Designed by @rhinett)

Your copy should be pulling the strings.
(Designed by @rhinett)

Even though you’re just reading words on a page, the author has written something that strikes such a chord, you can’t help but crack a wry smile, nod along and think: yeah, I thought that too.

Do you ever get that?

You do, right?

Maybe even now you’re nodding along reading this, thinking: yeah, that does happen to me.

Hmmm. That’s interesting.

In fact, it’s downright bloody useful.You see if you can get readers nodding along with you when they’re reading your copy, they’ll be far more inclined to continue nodding in agreement when you reach the moment of sale.

Of course, it’s hardly rocket science. I mean, it figures that if you agree with the author on one thing, you’re more likely to agree with him on other things too. Including the fact that he thinks you should buy his product.

You agree?

Huzzah. You can buy my product here… only joking.

But in all seriousness, this idea can be used in a powerful way when it comes to writing good copy. I’ve used it many times – actually, thinking about it, I’ve probably done it in one form or another in every letter I’ve written.

A recent one I’ve been working on features this snippet:

Before I leave the house in the morning, I have a bit of a routine.

Once I’m out of bed, I stretch out the sleep. I keep promising myself I’ll do a little exercise at this point, but never seem to get round to it.

More likely, I’ll wander into the kitchen, fill up the kettle, chuck a spoonful of coffee in a mug and then wander over to the curtain to take a peak outside.

Do you do that too? Check the weather each morning? I don’t know if I’m ever expecting anything special, like sun or snow… it’s usually just the usual grey English morning.

That last bit, about checking the weather outside, is something you can imagine most people doing, right? And so the reader relates to it and starts nodding.

Now this letter is actually for a forex strategy and you might wonder how all this ‘checking the weather’ nonsense is relevant?

Well, it does tie in to the product a little, but that’s not why I chose to include it. This is in the letter to make people nod. Simple as that.

And it is a physical reaction you should be aiming for here, an actual nod if possible.

Getting the nod

To do this you first need to find something that you know the reader will relate to and agree with. Ideally you want an accepted truth i.e. you know 2 plus 2 is 4, right?

The scenario I used above is a little risky as not everyone will relate to what I’m talking about. But because it’s a slightly more obscure reference, when a reader does relate, it’ll be in a much stronger way. It should get the nod.

When trying this yourself, you should try different scenarios and test them with people in the office, or anyone who’s around at home you can ask.

Once you’ve hit upon something people will relate to and agree with, you’re almost there. Now, to give yourself the best chance of a nodding reader, you need a prompt.

So…

Notice in the extract above, I directly ask the reader a question: Do you do that too?

I did the same in the opening of this article. I asked: Do you ever get that? Then actually offered a response: You do, right?

These questions are consciously asked to prompt the reader into a nod. Obviously your reader isn’t going to answer aloud, so instead their brain will signal agreement in some other way i.e. a nod.

Hurrah!

You’ve now used your copy to engineer an unconscious physical reaction in the reader that will help influence their decision to buy. Good stuff.

As ever, I’m suggesting this is a good idea to try in a long copy sales letter as that’s where I most often do it, but the principle could be used in any piece of copy. Long or short.

The key is to get your reader agreeing with you about something and for that agreement to manifest itself physically.

And remember, it doesn’t necessarily need to be an agreement on a point that relates to the product or service you’re selling – this isn’t about the product, it’s about your reader and your attempt to persuade them.

Try it out, see how you get on and feel free to post your examples in the comments section below.

Best,
Glenn

P.S. If you do happen to agree with me, and generally agree with my views on copywriting, you might actually want to buy my product. In light of this piece, it makes sense, right?

In fact, you may already have it. But if not, you can read about it and how it could help your copywriting here.

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Category: Emotionals, Technicals

About the Author ()

Glenn Fisher is a professional copywriter, founder of AllGoodCopy.com and author of Write Better Copy. He is an expert in long copy sales letters, having written copy that has so far generated more than £10 million in revenue. Born in Grimsby, he now lives in London.

Comments (1)

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  1. Al Henderson says:

    Great article, Glenn! It’s a seemingly small — but important — element of good copy that many overlook.

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