WHY?

That's the Question you MUST Answer...

Test # 6: The Why Test:

The most common copywriting mistake is making statements
Every statement you make is actually a claim…

And when you make a claim you have to support that claim
and prove it’s true or the prospect may call BS.

If not supported, these claims will interrupt the copy flow

When the prospect reads a statement they think…

Why are you saying this?
And
Why should I believe you?

So, good copywriters apply “The Why Test” to remove doubt and build trust

Here’s how it works

Read your copy
Find any statement or claim
And ask yourself, Why? 

Why is this statement true?

And by the way, you shouldn’t have too many statements in your copy
They interrupt the readers ability to flow easily through your copy

Here’s three examples:

First
If you’ve written a connection story, a back story, a hero’s journey or other type of origin story…

And you make the statement, “I was just like you”

Put yourself in the prospects shoes and ask yourself,
Why are you just like me?

And make sure you answer their  “Why” and use…Because….and explain why you’re just like them so they read on. 

If you don’t..They’re thinking “you’re nothing like me”…

then you’ve lost credibility and they’re gone… 

Here’s another Example
When you describe what your prospect is up against, all the things that will get in their way of success or all the things they struggle with …(This is sometimes called The Enemy Section)

If you wrote… the “blank” is out to get you.

That’s a statement.

Ask yourself

Why is the “blank” out to get you
and
How are they out to get you?

Then, answer those questions … 

making it believable

This allows the prospect to accept the statement and read on

And here’s the third Example

If you say this process, tool, answer or solution is so easy to learn…

If you don’t tell them why or how it’s so easy to learn 

The prospect will most likely call B.S. and they’re gone

 And by the way…

 If you’re having to answer too many Why’s
Then you have too many statements

Don’t give the prospect a reason to challenge you, Call BS and click goodbye

Then they’re gone forever and they’re never coming back

Testing your copy before posting it to the world is vital

to the success and increased conversions

of all your sales copy

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