Ace copywriter Michel Fortin has just posted an excellent piece on his blog titled “Apply The Law Of Contrast To Build Desire”.
Michel talks about the copywriting standard formula usually described as “Problem-Agitate-Solve” and takes it a step further. In the process, he adds a lot more emotional impact by really bringing out the contrast between where the potential customer is right now and where they can be with the benefit of your product or service.
Now, I like this idea a lot because what it does is really hit the emotional hot buttons without appearing “hypey”. I’m sure you are aware that in copy it’s the emotions that get people to take action and as a result you need to appeal to those emotions. Yes, you need the logical and factual side as well but that’s there to support the buying decision. It’s not what drives the decision.
But how do you hit those emotional triggers? All too often, suggested approaches verge on hype and “telling” the potential customer.
On the other hand, using the “Contrast” approach, done properly, will hit the emotional hot buttons and in a way that’s very subtle.
A good place to use this is in the closing section. Clayton Makepeace is a master of this approach (he often refers to it as the “Crossroads Close”). Very concisely you can recap where they currently are and the pain that will continue if they don’t take action. Then contrast that with the bright future that’s on offer with your product or service.
I haven’t done the idea justice in this relatively short post so it’s well worth reading Michel Fortin’s post in full.