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Why your copy doesn't work reason #3: You think your prospects are as interested in what you're sell

Here's the trap most advertisers fall into:

1. Your product or service is important to the prospect in some way

2. You care about your product or service

3. So you think your prospect must be interested in your product or service

Nope. You could not be further from the truth. Your prospect couldn't give a monkey's uncle. Like everyone else, yourself included, they care only about the thing that matters most; themselves.

Their own aspirations, anxieties, and fears. Their petty, flawed, even foolish thoughts about their lives will dictate who or what they're willing to listen to. So, it's your job to appeal to these emotions.

The principle to achieving this: EXPECT no one will ever be interested in what you have to sell. Ever.

This is incredibly uncomfortable for most marketers and entrepreneurs, and many wouldn't dream of using it. But the few that accept it can capitalise.

Even though you may well have plenty of satisfied customers already. To get more, you must realise that regardless of how well your product could solve a prospect's problem, they don't know you. They haven't a clue who you are, much less do they care about how successful you and your company are.

Again, prospects only care about themselves. So, match their level of expectation. Expect to expect that they won't be interested. This switch in mindset will do two things:

1. You begin to think about your argument in the same terms as your prospect

2. Your copy starts to become proactive and answer the "What's in it for me" question

Right now, your ads are probably geared towards your product. It clearly explains what it does, how it does it, and how to buy it. Unfortunately, you've expected the prospect to be interested in the first place. The result; a minimal number of (if any) people are likely to respond.

Yet, if you start by expecting prospects to not be interested, you transform your argument into a "What's in it for me" one.

You begin by showing prospects the problem they might be experiencing and why it often persists. Then suggest what life could be like if this problem didn't exist anymore and how your product can make that happen. And finally, crucially, explaining why now is the best time to buy.

You see, by expecting no one to be interested in what you're selling, you're more likely to interest your prospects. Because your argument is about them and not you.

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