I'm a sucka for a bargain, but this time it paid off...

Last week I bought some old audio tapes from 2010.

The tapes are of a recording of an interview of master negotiator, Jim Camp.

For those who don’t know Jim Camp (I had no idea either), he’s helped coach negotiations worth BILLIONS for multinationals, governments and world leaders.

So this past week I’ve been making my way through these tapes.

And for context, the tapes cost me $20, originally sold for $595, which is an absolute steal and i’m a sucka for a bargain.

But they’ve told me more copywriting than any LinkedIn post ever has.

And I’m gonna share with you how if you can create this one little thing in your prospects mind you can get them begging to work with you.

You might be thinking at this point, “what has negotiations got to do with writing.”

Well let me tell you…

In the interview, the one word Jim keeps repeating is “vision”.

The reason why negotiations break down is because it becomes a case of bargaining, seeing what is the best price they can get.

Where they go wrong is they don’t sell the other party their vision.

And it’s the same with copywriting.

You have to paint a vivid picture in your prospects mind of what they’ll get out of working with you.

Same goes for sales calls, your offer, etc.

If you can create a clear vision in your prospects mind, and align it with what they really want, they’ll be throwing their money at you.

So how do you do this?

Well first you have to understand your prospect like you understood the lyrics to your favourite love ballad after a break up.

You gotta feel them. (Not literally, please don’t do that.)

But metaphorically.

How do you understand your prospect?

Break down the problems they’re having into surface level and deeper problems.

Surface level problems will grab their attention.

But the deeper problems are what really twists the knife.

Now you gotta find out what they want and WHY they want it.

The why is key, this makes your copy 100 times more effective.

So how do you find their why?

Let’s look at an example:

People want more clients, this is the surface level problem.

But why do they want more clients?

So that they can get more money.

Again, why do they want more money?

To have more freedom.

Bingo.

You can use this to start creating the vision.

Be descriptive with your language, your prospect needs to see themselves in this vision.

Paint a vivid picture of how your mission and purpose can fulfil their deepest desires.

Right, that’s it from me today.

I’ll be back next week,

Talk soon,

Jack