What a $4,450 Pen can teach us about life.
-When I get bored I like to browse luxury items.
Luxury fascinates me. Luxury items are packed with copywriting secrets.
Luxury is playing a game 99% of people find absurd. The weird thing; it is winning. Don’t believe me? Check out this pen.
It is a $4,450 pen by ST Dupont!
People bought this pen. The question is why? Is it copywriting secrets?
*This pen doesn’t perform 4,450 times better than a Bic.
*It doesn’t contain enough precious metals to make up the cost.
*It doesn’t do anything but write.
So why do people buy it? Simple. Luxury teaches a lesson. The lesson of luxury is one of my greatest copywriting secrets.
(Want the Secret to Making $2k a week? Here)
The Lesson of Luxury
You ever wonder what separates expensive items from their counter-parts?
Why do people pay a $100K for a luxury car over a regular one?
Why buy diamonds with an 8,000% markup above wholesale?
Luxury is a mindset. That mindset is one of my favorite copywriting secrets.
To find out what makes for two of my favorite copywriting secrets we are going to hack the luxury mindset.
(Want to Stop the Scarcity Mindset? Here)
Hacking The Luxury Mindset
To learn my copywriting secrets you need to understand why people buy $6500 watches.
Or $15,000 bottles of olive oil.
The copywriting secrets that drive people to purchase St. Dupont pens, Rolex watches or olive oil follow:
-Normal products provide quality experiences.
-Luxury products provide social status.
Bonus-Social status is the story we tell about ourselves. Whoever tells the best story lives the best life.
People pay for stories that make them feel important. You want to increase your rates, get more clients and do the work you love?
You need to learn to tell people the stories they want to hear.
(Get The PlayBook to Raising Your Rates. Here)
My Copywriting Secrets
Simply Put:People pay more for products or services that help them tell their best story.
Don’t believe me? Think about this. I charge 90% more than other copywriters online. I am also raising my rates again.
Why am I working while copywriters better and cheaper than me struggle? Simple. They aren’t telling the clients the story they want to hear.
Pro-Tip:Tell the best stories to get the best clients.
If you want to tell better stories and get the best clients share why your service offers experience and social status your clients need.
“Sure, that works for $100K cars. It won’t work for $10 items.”
You are wrong. You can build experience and status around anything.
-A $1 bottle of hand sanitizer for your keychain tells a story.
-A $6 notebook from the art store defines your status.
-Shop Aldi’s over Whole Foods? That defines your status.
Unspoken Truth:Our purchases tell stories of who we are. What would hiring you say about your client?
*If you are a graphic designer what would hiring you say about the client?
Off the top of my head i’d want a graphic designer who made my message visually interesting and easy to understand with a glance.
*If you are a virtual assistant what would hiring you say about your client?
If I needed a virtual assistant i’d want one that was professional and fun so people wouldn’t be afraid to contact me.
Want to tell better stories? Use my copywriting secrets to increase reader response.
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Copywriting Exercise You Can Do On The Fly
My copywriting secrets for increasing reader response, understanding luxury and converting more people into customers comes in an exercise.
We have already covered one of two copywriting secrets.
First Secret:Tell better stories to get better clients.
This second secret is an exercise. It increases understanding of a market. Understanding your market means you can tap into what motivates buyers and tell a better story.
-Every day pick ten objects and in a sentence translate the story that object tells.
Example:Let’s say I see a big truck in a parking lot? At a glance i’d say the truck tells this story:
“I identify with hard work, country living and appreciate rough environments.’
Does it matter that the truck is clean and not used for its purpose?
Not at all! People don’t buy products on purpose alone. People buy products because they tell a story.
We often fail to see the story we tell about ourselves.
How could you use my copywriting secrets to tell a better story about yourself? Leave your comments in the notes below. I’ll be sure to comment on all interesting points!