As we’ve revealed before, what a person holds to be “true” depends on their own experiences and perceptions that are unique to them, and them alone.
For this reason, you can actually cause your prospect to NOT want to invest by being too specific.
Will that home study course really 1000000x your results within 30 days?
Is this the one that will finally help you lose the weight you’ve been struggling to shed?
Does knowing that Dave Fortunatti made $45,000 implementing these three simple strategies encourage you to follow in his footsteps… or
Does Hearing His Story Remind You Of All The Reasons That HIS Success Is Out Of YOUR Grasp?
There are so many roadblocks that put your reader right up against the time/money conundrum and show them it’s actually a losing proposition, so they won’t bother.
When being too specific, you might actually contradict your own assertions.
To get around this, help your audience
Believe In The Results They Will Gain, For THEIR Own Reasons
The key is to structure your language in such an artfully vague way they
a) won’t be presented with a reason to challenge you
b) can interpret your words to insert whatever meaning they want
c) visualize themselves experiencing the results in whatever way they see fit
To illustrate the third point,
Have You Ever Read The Book, THEN Saw The Movie?
As you read the book, you created visions of what the characters looked like and sounded like, what the house looked like, the surroundings in each of the scenes, and more – based on the view from your mind’s eye.
When you saw the movie, how close did it come to matching your mind’s-eye vision through which you immersed yourself in the book narrative?