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There’s a fine line between motivating someone and manipulating them. We marketers tend to cross this line often. At times, I’ve crossed it too, but I honestly don’t do it intentionally. Sometimes my copywriting gets the better of me! In fact, it’s hard to know where this line really is sometimes. This is because motivation by its very nature involves the subconscious mind. And since manipulation also involves the subconscious mind, it’s difficult to figure out their meeting point.
If you find this a little heavy, let me simplify things – when you write copy, you generally try to put yourself in your prospect’s shoes. (If you’re not doing this, you should. Else, your copy won’t be “effective enough”). The more you try to become like your prospect, think like he thinks, understand the common frustrations, fears, desires, etc, the better you can write copy. The trick to avoid crossing the dreaded line is to ask yourself this question – Are you attempting to influence someone just because you want their money, or you genuinely want to help them?
If you use hypnosis or any type of hypnotic writing, or you use NLP (Neuro Linguistic Programming) on unwitting folks to get them to buy something, it is manipulation and not motivation.
Having said that, let me tell you something – hype sells. Manipulation also sells. NLP and hypnotic copywriting sells very well. But for how long? Remember, whatever you use in your copy, if you do not deliver “value” in your product or service, you’re heading for disaster. Sure, you can get some customers now. But as some point, they will realize that you have been manipulating them and they will soon stop buying from you.
So how do you compete with all this and keep a moral and ethical standard at the same time? Through pure motivation! You need to have good copy and you need to be honest about it. Stick to the essentials and remove the fluff and filler. Begin with who you are. Then say what you have to offer. Then say why your product or service should be bought. If your offer is “too good to be true”, it is important to mention “why you’re making this offer”. Finally, simply tell what your prospect should do next – “the call to action” step. For more free copywriting tips, visit http://www.bharatbhasha.com/copywriting.php.
Sprinkle your copy with the right dose of copy boosters, at the right places. This includes and is not limited to – benefits of the product, testimonials, USP, credibility, guarantee, and bonuses if any. Long copy is fine, as long as you can maintain the attention of your prospect. If they lose the slightest interest even for a moment, you’ve lost the sale. At the same time, don’t keep it too short that your prospects miss out important points. Compare your copy with a mini skirt – it should be long enough to cover the subject, and short enough to make it interesting!
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Short sales homes can be a saving grace for borrowers facing foreclosure. The process involves selling the property short of what is owed on the mortgage note. When borrowers become delinquent with their payments and do not possess the financial means to become current, some lenders will grant short sale approval to prevent the property from falling into foreclosure.
Short sales homes are sold below the appraised value and proceeds are used to satisfy the debt. Obtaining short sale approval requires borrowers to undergo a financial audit through their mortgage lender and locate a qualified buyer to purchase the property.
Borrowers must work with an assigned loss mitigator. This individual is generally employed by the bank to develop a plan to either cure mortgage arrearages and help borrowers become current with payments, or short sell the property within a specific timeframe.
Not all mortgage lenders offer short sales, nor do all homeowners or properties qualify for approval. Those who do offer the option of short selling handle the process according to their established protocol.
Unfortunately, there is no one-size-fits-all strategy for negotiating with lenders to obtain short sale approval. However, borrowers who have accrued equity in their property or those who own valuable assets which could be used to repay the note cannot apply for mortgage short sales. The only way to know if properties qualify for short sale approval is to contact their lender.
Short sales are usually handled through the bank’s loss mitigation department. When borrowers become delinquent on their mortgage loan their account is turned over to a loss mitigator. This person acts as a mediator between the borrower and lender. Mitigators do not make final decisions, but can offer guidance and advice throughout the process.
The first step of the short sale process involves submitting a packet of financial documents. Similar to an IRS audit, loss mitigators carefully review borrowers’ financial status to determine if they are financially insolvent or possess assets which could be used to repay the loan.
Borrowers are usually required to submit payroll documentation, previous years’ tax returns, list of income and expenses, property tax and homeowners’ insurance premiums, credit card and banking statements, and various other documents.
Many mortgage lenders require borrowers to have a buyer in place before discussing the option of short selling property. If so, a copy of the sales contract must be provided to the lender. Other banks allow borrowers time to list their property through a realtor and grant two to three months to locate a buyer. The borrower must then submit a copy of the listing agreement to the bank. If a buyer cannot be located by the deadline, lenders commence with foreclosure proceedings.
If you are facing foreclosure and need to sell your house quickly to satisfy a short sale agreement, consider seeking out private real estate investors. Many investors are attracted to distressed properties because they are sold below market value and make good investment properties; particularly for investors who engage in house flipping.
Many investors buy homes with cash in order to expedite the deal and increase their power of negotiation. Locating an investor who purchases properties with cash can improve borrowers’ chance of obtaining short sale approval.
Borrowers should take time to become educated about the process of short selling their home and weigh the pros of cons of this decision. As they say, knowledge is power. The more you know, the better your chances of obtaining a successful outcome.
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How to use research and swipe effectively in your copywriting process
I hear you thinking to yourselves what’s that all about…
As all marketing you need to make sure you always complete thorough research of your market, without it you’ll make expensive mistakes and if these mistakes are at your clients expense chances are you’ll not get the opportunity to work with them again and I doubt very much you’ll get a referral from them!
So, in the context of research for copywriting what do you need to do?
I’d always recommend the very first thing you do with every new project is to identify your main competitors ( subscribe to their sites too). This ensures you’ll get all their promo material (e-mails, squeeze page copy, special offers, guarantee details etc etc) this will allow you to see what they;re doing to get paying customers, read it yourself and see how it sounds, you can then avoid making the same mistakes…
If the copy you’re writing is for a client ask them who their competitors are they may have come across some you haven’t or they may have done full and proper research themselves, this’ll save you time and energy…
What you’re looking for is information you think is useful, creative and effective in the promotion of your chosen product, information that looks good in the written word…
Research, simple yes?
Once you’ve spotted some valuable ideas, ideas you think look good and work well, next you’re going to ‘SWIPE’ it…
When we talk about swiping what we’re doing is copy and pasting the headline, body text, sub heads etc and then saving them in a file called a ‘Swipe File’ make sure you label this file and keep it handy…
This in time will become a very important and indeed valuable part of your business tools.
Now, although what we’ve done here is copy and paste someone else’s ideas what we’re not going to do is blatantly use the exact same format, that would just be plain wrong and will get you in to trouble…
We’ve only done this to provide a template to work from an idea to build on, it might be there was one word in particular you thought would be great to use or you liked a particular phrase, these things are used to provide inspiration and enable you to get your own creative juices flowing!
Don’t worry all copywriters do this…
I categorically promise you this, as your copywriting progresses your swipe file will become your biggest and most prized business asset, you’ll find you’ll use it every time you write a piece of copy, there’d absolutely no doubt it’ll save you time creatively providing you a ready made fountain of inspiration!
I hope this tip will be of benefit to you in your future writing, I promise it will, provided you remember to save those swiped ideas religiously!
And use them each and every time you begin a new project
I have heard good things about Audi longevity, many can last until 100k miles.
What about Dodge? I am planning to buy either a used Audi or Dodge Magnum, but will a Dodge hold up well past the 50,000 mile point? I have also heard that the Dodge Durango is bad for longevity but that is a SUV unlike the sedan Dodge Magnum.
