Wikipedia says that… the human condition is defined as “the characteristics, key events, and situations which compose the essentials of human existence, such as birth, growth, emotionality, aspiration, conflict, and mortality.”
You’re probably wondering why the hell I’m talking about the human condition. After all, what the heck has it got to do with marketing.
If you want to know how to market online then you’re selling something. It may be yours or it may be someone else’s product. It doesn’t matter.
Whether you’re selling dieting advice or a make money online bible, your prospect is going to go through certain stages in their journey to achieving their desire.
They’re going to go through…
(Birth) the realisation that they want to achieve something and actively start looking for ways to achieve it.
(Growth) the learning process will produce a growth of knowledge that will help move them on the journey to achieving their goal.
(Emotionality) they’ll become emotionally attached to the desire of achieving the goal and the successes and failures along the journey.
(Aspiration) seeing other people who have achieved their goal will drive the aspiration and desire to succeed.
(Conflict) the times when nothing is working and the journey is simply a struggle trying to get a glimmer of success will cause a conflict as to whether to keep working towards the goal or to give up.
(Mortality) the conflict will either become to much and they’ll give up or they will achieve the goal which leads to the mortality of that goal as it has now been achieved and the birth of the next one.
This journey happens to every single person. Nobody on the planet is different. Which means that if you want to make the most money online you need to connect with someone in every stage in this journey.
Which is what happens in your sales copy.
Or should be.
In fact I see a ton of sales copy that only emotionally connects on one of these points. Which is why their conversion sucks.
If you want to get the maximum conversions from your sales copy then you need to make sure you include all of these points. (plus the other classics of copywriting like benefits etc…)
And if you’d like to know who I recommend to teach you this, it’s Glenn Fisher in his ridiculously cheap guide:
I know Glenn personally through my work with Agora (he’s one of their top copywriters) and he’s given me a ton of advice over the years that have taken my conversions from good to exceptional.