Copywriting Secrets from Michael Buble…
Recently, on the suggestion of my wife and a friend of hers I
was ‘dragged along’ to a Michael Buble concert.
Well, actually… I bought the tickets. But only because I love my
wife so much - and knew she’d be thrilled.
Anyway, the concert was scheduled for a Saturday night on the
forecourt of the Sydney Opera House. But it was as windy as
Wellington that night and so the event got cancelled.
So after dinner we left and scheduled to come back the next
night to see if we had better luck.
Thankfully, we did.
I say thankfully because I learnt a few lessons that night. The
master of jazz is not only a great musician… he’s also an
incredible communicator, and has a solid understanding of human
psychology. (could this be one of the reasons he’s achieved the
heights of success?)
Here’s what he did.
1 .He opened up the concert by addressing the guys. And saying…
“Men. I bet when you found out the concert was cancelled last
night, you breathed a sigh of relief and thought… thank god.
After all, when you see me on my album, you probably think ‘What
a smuck.’ I know I would!
What’s the psychology behind this? Firstly, he went straight for
the jugular as to what people were thinking. He knows his target
audience is female (they go wild over him) and he knows the guys
are coming along for the ride.
The majority of guys aren’t that into him. And in fact, many of
us men are probably jealous he gets so much damned attention
from the ladies.
He also realises some people are a tad upset over the fact the
concert was cancelled.
In short… he brought the objections up to the surface and
handled them immediately.
And you need to do the same in your ads and sales letters.
Here’s an example of something I wrote in a sales letter to immediately answer people’s objections about the property market (which at the time was seen as something to keep away from).
—
Notice how everywhere you turn today… the media keeps hollering
at you:
“The property bubble is over”
“You can’t make money from property anymore”
“Interest rates are going to go through the roof”
Give up. Don’t invest now. Hold off… we keep being told. Yet in
some areas the prices continue to rise. Like in… (then I listed
areas where property has risen)
—
And here’s another way of dealing with people’s objections
upfront…
—
“I know what you’re thinking. You think I’m a stark, raving
lunatic when I say…. (whatever claim you are making).
Well, before you have me strapped into a straight jacket and
dragged to the nearest funny farm, think about this…
—
So take a lesson from the king of Jazz… and think about what’s
going on in the back of people’s mind when they read you ad or
sales letter. Then answer that objection upfront.
If you’re a mechanic… they’re probably worried you’re going to
rip them off and overcharge them.
If you’re a pest controller, they’re probably wondering if
you’re environmentally friendly. And if the toxins will damage
their pets and plants.
—
Can you see how powerful this principle is? Can you see at
one of the reasons Michel Buble has risen to the top…
when someone of equal musical skill would have remained
a brilliant but virtually unkown performer?
I don’t know about you, but my experience tells me that
our ability to get our message across has more to do with
creating wealth and success than anything else - no matter what industry you’re in.
What do you think?
About the Author
Scott Bywater is a professional direct mail and direct response copywriter, and the author of Cash Flow Advertising. To receive a complimentary copy of his exclusive report ‘7 Ways To Boost Your Turnover… No Matter What The Economy’ (valued at $29.95) hop along to his web site at: http://www.copywritingthatsells.com.au
