We paint the promised land. This piece for me is a really, really important piece because they know what’s going on. They know what they’ve done wrong, they know what the pain is, right? They’re sitting in their pain. And that’s why they’re reading this sales letter. We’ve got to take him through, on this journey to this new land or this promised land, where they can see what the future looks like.
And this piece for me is typically where I spend a lot of time when I write copy. And I really go into the senses. And what I mean by that is, I start to say things like, imagine this, or can you hear this in the background? Can you feel this, right? And the best thing of that is, from Lord of the Rings, again, when Sam and Frodo are almost at the end of their journey, they’re going through such a terrible time. Frodo is thinking about quitting, and Sam’s sitting next to him going, Hey, can you imagine what happens when we’ve finished this journey, right? And he actually uses a lot, he invokes every single sense. So Sam is like, you know, I can see the orchids in blossom. I can hear the birds, I can taste this fresh strawberries that just come off the vine and get cream on them. And I can hear the kids playing, they’re all happy and like, just evoking the hope, and actually painting the picture of what the future is going to look like.
That’s such a powerful thing to do. And in the copy that, you know, this could be framed, like I like to go into the same kind of structure, I like to think about, what’s their life going to look like? What are they going to be doing when they wake up every single morning when we’ve solved this massive issue in your life, right? Whatever this massive issue is, what are they going to feel like? What are they going to look like? What are they going to have? And really go and build this reality for them. So, this is such an important step. And normally, this is the puzzle piece where I say, Look, this is probably one of the ones that you must have, because this is what’s going to lead them to actually taking action to do this.
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