Customer behavior, pain and pleasure. as basic as it sounds, we do what we do, because of one of two reasons to avoid pain or to gain pleasure. And there is a lot of research behind that claim. But instead of proving this concept to you, I will go straight ahead straight to the point and teach you how to apply it. As you remember from the previous lecture, we do more to avoid pain than to gain pleasure. I also gave you an example how you can use that to motivate your prospects to take action.

Let's first talk about pleasure. as a marketer and copywriter Your job will be to make your prospect feel the pleasure of what it would be to have in use your product. How much life would be better in easier. You need to help your prospect make the connection Between your product in pleasure and even if this sounds a bit complex, in fact, it is really easy to do. By the way, do you remember the EDA copywriting framework? Attention, interest, desire action?

This is an old timer and honestly people still use it because it is effective. Yes, I agree. So, marketers have changed it a bit and added a few more elements. But these are the four basic pillars of a good sales message. Your sales message should get attention, arouse interest, evoke desire and ultimately get your prospects to take action. during phase three desire, you will have to make your prospect feel the pleasure and here's how you can do that.

You paint pleasing pictures in your prospects mind you paint pleasing pictures in your prospects mind. I told you we'll get specific. Let's see some frameworks. You start your sentences with. Just for a second, imagine what it would be to in you describe vividly the desired result your prospect want to get. It's very important to be specific in use tangible terms, because this will help your message go straight to the old brain, which is your purpose.

The old brain is not good at understanding abstract ideas or complex sentences. In this line of reasoning, you don't say just for a second, imagine what it would be to have a lot of money. See, this is too abstract. Yes, everyone wants to make a lot of money. But for me, it might be 1 million a year for you. It might be 1 million per month for someone else for someone else.

It might be 30,000 per year. You see it's not specific. It's abstract. Instead, you would say, just for a second, imagine what it would be to have additional $10,000 per month at your disposal. What would you do? Would you get a new car move to a bigger house?

You can even get more specific and say, would you choose the new Tesla S model? Or are you someone like me who would go with the new Mercedes Benz s class? The point I'm making here is specificity. I'm talking about Mercedes Benz S Class 2016 or 2020. Whatever the current year is. In addition, you show a picture of that car.

There is no place for interpretation. Here we are on the same page. This is the kind of clarity you need to communicate to the old brain. Another line that you Start with is this, please picture yourself having or doing something. Again, you're urging your prospects brain to imagine. Here's how I applied this concept to the sales copy of my course on copywriting and making irresistible offers.

Just for a second, imagine what it would be to have the skill of writing amazing offers, deals and propositions. This very skill may skyrocket your sales by two or five or 10 times or even more. Even if you have the best product in the world. If you don't know how to offer it to your prospects, it won't be successful. You need to have copywriting skills to make it happen. I paint the pleasant picture of saving more sales.

I use absolute numbers here to five and 10. But I also communicate what would happen if they don't think Know how to create an irresistible offer, and I believe I do it rather tactfully. Another example from my course. copywriting headline masterclass. The truth is this course is specific and it is not for everyone. However, if you have to write headlines for sales pages, squeeze pages, ebook headlines, blog posts, email subject lines, social media posts, Facebook ads, Twitter ads, Google ads, then it is imperative you enroll in this course.

And here we go. Imagine yourself having the skill to write amazing headlines quickly and easily every time. This very skill will increase the return on your investment because more prospects will read the body copy than ever before. And it will increase the social media engagement with your content. Is it clear you make them imagine? perfect situation.

You painted for them simply in tangible terms. I know I know I'm repeating myself, but hey, repetition is the mother of skill. Now I want to give you an example, when you use pain to motivate action. In the sales video of my premium programs step by step to your first 1000 students, I say now, you've got three options. The first one is to do nothing. Having such a philosophy and approach towards new opportunities won't take you anywhere obviously.

Second, you already know how to create an online course you can choose to figure out the marketing part by yourself. The trial and error process will be long and it will cost you hundreds of hours and thousands of dollars. If you choose that option, I will really hope you don't land on allows A $15 course that promises you will make $100,000 from your first online course. The truth is, you will see many misleading marketing courses once you join, and I mentioned a platform for education here. Third, you join me premium step by step to your first 1000 students program. And you will learn in implement all the marketing strategies and techniques that have already worked for me and thousands of other online instructors.

These very strategies have helped me reach 1000 Premium students and later 10,000 Premium students, which resulted in thousands of dollars pure profit because they don't pay for advertising, so won't you? I highly recommend option number three, and in a second, I will show you what that means in details. So introducing step by step to your first 1000 students the full premium program All right, the first option is more about their Eagle. But also it's about pain, pain, that there will be no progress, pain of missing an opportunity. Nobody wants to miss a good opportunity. The second option teams are getting serious.

I will really hope you don't want to know lousy $15 course that promises you will make $100,000 from your first online course. The truth is you will see many misleading marketing courses once you join this platform for education. This is what would happen if they don't choose the third option. Alright, let's recap. Number one, we take action because of one of two forces, our need to avoid pain or desire to gain pleasure. Number two, your job is to make your prospect feel the pleasure of the outcome your product will bring again, what you Your product would do for them describe vividly the perfect situation.

Be specific and use tangible terms. Number three, to make your prospect feel the pleasure, you need to be painting pleasing pictures in their mind. sentences like please imagine for a second what it would be to, or please picture yourself for a moment having or doing something. How would things be different? Help your prospect feel the pleasure. And number five, you can also make your prospect feel pain or fear.

But you need to be careful not to offend them. You can paint a dark picture of what it would be without your product or solution. missed opportunities, passivity, no progress stuck in the same situation. These are some points to consider. Thank you for watching and stay purposeful