The 2 most powerful words in marketing

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SARubin
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The 2 most powerful words in marketing

Post by SARubin »

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What if two little words could pull people so deep into your copy that they stay glued to the page, all the way to the end?

What if these same 2 words could stir the imagination of your entire market and have people eager to buy whatever you're selling?

And what if you could double, or even triple the response rates from your next advertisement just by thinking about these 2 words before you start to write?


These two words, above all others, wield the most amazing power in the world of copywriting, sales, and the very evolution of human society itself.

And they've laid the foundation for all desires, in every person, throughout the history of the world.

They can deliver hope where there was none, and open doors to make way for great possibilities and innovations...

With these two little words you can engage a room full of people, move entire nations to action, and discover new worlds that were previously unknown.

And which two words are we talking about...?

"What if"

Almost too simple, right?


Often some of the greatest results in copywriting, and every aspect of life, emerge from asking this simple 2 word question...

What if things could be different, and what if they could be better than they are right now?


"What if" is the question that gets the successful sales person to try one more time. Because even when it seems like everything sucks, and you've heard "NO" from the last 20 people you called on...

...what if that next call lands you a huge contract worth millions?


Of course, the power of "what if" in copywriting doesn't come from just using the words.

The two words are merely a stepping stone for transition. A sirens call to try something new. A beacon of hope when our reader is stuck in a rut.

By asking "what if things could be different" or "what if we tried it this way", you automatically stimulate the imagination and bring possibility into existence.

In sales copy, asking "what if" can also give us protection against the risk of sounding too over-hyped or unbelievable. Because we're not saying we have all the answers, but we are inviting our reader to think of all the ways our offer could work for them in their own life.
  • What if you could lose 10 pounds in a week without dieting?
  • What if you could double your income over the next 12 months?
  • What if this offer could solve your problem or make your life more enjoyable?

When used properly in our sales copy the power of "What if" can cause our readers to imagine their own story and sell themselves on the benefits of our offer.


Now if all of this sounds too simple to be of any value to you, or if you think it's all hyped up bullshit that doesn't work n the real world of copywriting, ask yourself this one question...

What if it does work?

And if you're still not convinced these two words can pull someone into your copy, then consider the fact that I started this post by asking you "what if"...
A good marketer knows how to think like a marketer - A great marketer learns how to think like the customer...
SARubin - Direct Response Copywriter / Conversion Flow Specialist
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