Powerful speeches, like great copy, aren’t simply written – they aren’t merely a collection of well-written words. Those words and their accompanying emotion come from “Subconscious Material.”

What do I mean by that?

The simple act of writing words is missing dimension – emotional content. The writer isn’t deeply into the subject at hand.  Sure, you’re “into it” but there’s something deeper.

The greatest example of this is how copywriters talk about how their best copy comes when they are the target audience for the product they are writing for.

Did you see The Apprentice on Sunday?  What struck me is how Donald Trump uttered the famous “You’re fired!” to the more personable, but somewhat lazy, Martin, while allowing the annoying-but-driven Frank to remain.

It served to reinforce that getting scrappy has its rewards. Martin was a complainer. “I’m tired” and “I have to pee”.   Geez, even my teenage daughters know that if they want to achieve something they have to hike ‘em up and work for it. …and they’re not even trying to prove their worth on national television!

In the post below there are comments about unique product benefits and niche markets.

Although those elements do segment the market what I was really referring to is psychographics…

The attitudes, values, lifestyles, and opinions of the Target Audience. That’s how you connect and convert. It comes after you determine who they are — niche or otherwise – and is more about how they think and feel.

In fact, I know of a Psychologist that charges six figures to do this for large corporations.

Geez… they’d save a lot of money if they just bought “The Secret Six and The Power of Intimate Interviews” program.  : )

Hello all,

I just saw a hair color commercial.

What stood out to me was how it spoke to specific segment of the market. This brand of hair color was “gentle.”

The tone of the commercial was…

I was afraid to try hair color but not now.

So…

They’ve realized that there is a large segment of the market that has hesitated to try hair color. They didn’t just advertise – as most would – saying that it was ammonia free, not damaging to the hair, etc.

Brett Kitchen wrote:

I presume you know who ________ is, right?

In his sales letter he uses the ‘F’ word over 37 times.

I was really blown away by it.

I understand why he’s doing it. He’s polarizing the market, getting rid of all the people he doesn’t resonate with BEFORE they get a chance to waste his time.

I get it.

I think it’s a good move, but I’m not into a lot of profanity in my copy, I’m not opposed to it, if is effective, but I wanted to get your take.