One of my favorite persuasion books is The True Believer by Eric Hoffer.
And in it, he mentions that in order to persuade, you have to paint a picture of the future and purposefully leave out how hard it’s going to be to get there.
The same goes for copywriting books.
I recently read a copywriting book that talked about how you need to write in the present tense rather than the past/future tense.
So instead of saying (past/future tense), “Your new printer is going to print the most beautiful pictures.”
You’re better off saying (present tense), “You press a button on your new printer, and you notice the way the colors pop on your beautiful pictures.”
The present tense sounds better and it gets more people to buy because it bypasses the ‘work’.
Writing in past tense gets people to visualize the work. “Oh I have to instal the printer, set up the software. Etc.”
But writing in present tense bypasses all that and assumes the close. You’re creating a picture in their mind about how they already own it and how they’re using it.
But Kobe Bryant has a quote that paints a picture of the ugly reality:
“Those times when you get up early…those times when you stay up late…when you’re too tired…you don’t want to push yourself, but you do it anyway. That is actually the dream.”
Kobe’s way is the way to reality.
Unfortunately, the way you sell something is by selling the dream. But the way you get the dream, is to face the ugly reality.
And that’s what today’s video is all about…the process.
When you see successful people, there’s always something they did, and are currently doing, that make them that way. It’s something that’s invisible to the naked eye.
This video talks about me being naked. I mean…it talks about what I did that’s invisible to the naked eye.