If you’re going to cause people to take action…
If you’re going to make sales…
If you want to earn money by solving problems for people…
You have to – absolutely must – be able to have those people relate to you and your message.
For that, you need to know who they are.
You need to know exactly what their pain-points are, before you can explain astutely what solution you are offering them.
Yesterday, this became clear to me in a new way.
I was writing a sales page for an ebook, helping people to deal with severe acne.
In the page, I wrote:
But real beauty is on the inside, right? Others have it worse. We all have a cross to bear…
If you have severe acne, none of that feel-good talk makes you feel any better. And it certainly doesn’t make your acne go away.
My client loved the page, and he accepted the profanity.
He understood that this is exactly how many people with acne feel.
To be safe, he decided he will run a split test: one version with profanity, and one without.
My guess is that the profane version will outperform the civil.
What do you think?