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Apply The Law of Contrast to Build Desire

Bridging the gapIn a recent critique for a coaching client, the issue of “gap analysis” arose. Gap Analysis is something I learned in sales, and it was heavily taught by sales trainers like Brian Tracy, such as in his course “The Psychology of Selling.”

Gap Analysis is an immensely powerful selling technique. It’s also an important feature of copywriting. In fact, most people will know a variation of it, which is often called “Problem-Agitate-Solve,” a term coined by top copywriter Dan Kennedy.

I prefer “Gap Analysis” because it drives home the relationship between those three elements. So what is Gap Analysis and how can you apply it to your sales copy?

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Secrets of a 10% Conversion Rate  

Secrets of a 10% Conversion Rate

New! Paul Hancox combines direct selling and copywriting techniques to produce online conversion rates as high as 10%. His 127-page report shows you how. Click for more »

The Seven Deadly Sins of Website Copy

Top seven mistakes websites makeThroughout my research, I’m always surprised when I stumble onto websites that are professionally designed and seem to offer great products and services, but lack or fail in certain important elements.

Elements that, with just a few short changes, can help multiply the results almost instantaneously.

Generally, I have found that there are seven common mistakes. I call them the “Seven Deadly Sins.” Is your website committing any one of these?

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Pinpoint Hungry And Highly Profitable Markets  

Pinpoint Hungry And Highly Profitable Markets

New! Streaming video lessons show you how to identify hungry niches online and how to "read their minds!" Discover what your market wants and how to sell more to existing markets. Click for more »

The Oft-Confused Features And Benefits

Divided and confusedCopy has a much greater job online than offline.

Like a salesperson, a website must communicate emotions that empower people to buy. But then it must also direct visitors to take some kind of action. And in both cases, the responsibility boils down to the words.

Radio or TV may or may not use direct response. But online, there’s no choice.

Online, you must use words that drive your readers’ actions and compel some kind of response. Even if it’s to simply keep reading. However, dealing with this issue in greater depth requires an entire article on its own.

So for now, let’s stick with the biggest challenge we face with online copy, even before we elicit some kind of response from our readers. And that is: benefits.

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Pinpoint Hungry And Highly Profitable Markets  

Pinpoint Hungry And Highly Profitable Markets

New! Streaming video lessons show you how to identify hungry niches online and how to "read their minds!" Discover what your market wants and how to sell more to existing markets. Click for more »

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Michel Fortin, CEO of the copywriting agency, The Success Doctor, Inc.

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