Copywriter and Virtual Assistant for alternative health professionals

When you’re trying to get a person to agree with you on something (such as agreeing to hire you, buy your product, or take some other action), it’s always useful to consider the following question:

Is the person you’re talking to an “away from” or a “towards” person?

Are they primarily motivated to move AWAY FROM some pain, problem, or challenge that’s bugging them?

Or are they more interested in moving TOWARDS some goal, desired outcome, or ideal situation that they’re inspired to reach?

Think of these two groups of people as two different species. They respond completely differently to certain words. They have different reactions to certain language patterns.

Now imagine for a second you’re talking to an “away from” person who wants to get away from the frustration of carrying extra weight around her midsection.

Which of the following statements would you say to her?

Do you see the difference? Which statement is the prospect more likely to respond to? (I think in this case, it’s the first one.)

The difference is subtle, but it’s hugely critical. It can mean the difference between connecting with your prospect, or boring them. It can mean the difference between making your prospect feel like you understand them, or making them feel alienated.

Whether you’re writing sales copy to promote your product or service, or talking to a potential client over the phone, make sure you speak in their language if you want to get them to say yes.

Listen carefully for clues that reveal if they want to “get away” from something undesirable, or if they want to “go towards” something ideal.

If you have an email list, it helps to see what kinds of comments the majority of your readers tend to make. What do they respond to the most? You can use that information to modify your sales copy accordingly.

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