Now that you know exactly how you’re going to deal with your target audience’s false beliefs, it’s time to move on to Pillar Number Two: Identity.
I’m going to teach you exactly how to deal with this second internal factor that can affect sales. This one’s a little bit tricky, but it’s probably the most rewarding one. If you can learn how to put Pillar Two in its appropriate place, you’ve gone beyond what most copywriters can do.
Let’s talk about the impact statement for Pillar Two.
The impact statement here is, “The target audience needs to know they already are the right person for this offer.”
So let’s give the target audience a new identity based on who they actually are. It makes them the perfect person to benefit from this offer, because they really are. Sometimes they just don’t realize that at first.
Are you excited? This is good stuff, you guys. I’m really excited. That Identity pillar is so powerful. I’m going to show you how to use it to help the target audience build unshakable confidence in themselves, which will then rub off as unshakeable confidence in the offer.
While you grab the workbook, don’t forget to download the lesson for this workbook so you can follow along and fill in the outline.
I’m going to give you an illustration. That’s right. You’ve been waiting around, all the way through Unit One. Now we’re in Unit Two, and finally going to start bringing stories about Fronk. Alright, so if you’ve never heard me talk about Frank before, you’re in for a treat.
So once upon a time, I became an accidental goat owner. Now that’s another story all of itself. But needless to say, I was not planning on owning a goat. It just happened. We named him Frank, he moved into the farm, and he took over too.
Frank is obviously a goat, but he thinks he’s a dog. He’s so convinced that he’s a dog that he acts like a dog and does all the things our dogs do. He sits on the front steps with the dogs. He tries to come inside when the dogs come inside. He likes to be petted and brushed like a dog. He’s even been known to eat dog food. You know, like a dog.
So he’s very confused. He’s very confused. “Why don’t I ever get to come inside like the other hairy, four-legged animals?”
In his mind, he is a dog. He’s having an identity crisis. Now we can keep indulging him, we can keep letting him eat that food and lay on the front step. We can even let him come inside the house.
But that’s not really what would be best for Frank, is it? There’s no grass, weeds, or apples inside. Nobody would let him bounce around on the furniture, but he likes to do stuff. After a while, the dogs would get sick and tired of him trying to play with them. If he ended up inside being treated like a dog, eventually it would wear thin.
He would realize that the dog life isn’t really all it’s cracked up to be. That’s because he’s not a dog, he’s a goat. The life he can have as a goat is so much better for him. For example, as a goat, Fronk has his own building and his own pen. He’s got a nice, soft straw bed and a dry roof over his head. He’s even got other goat friends to play with, because I accidentally became the owner of three baby goats too. Maybe in Unit Three we’ll go over how that happened. We even gave him some old tires he can climb and play on. He gets to eat pretty much all of his favorite foods 24/7, something our dogs are really jealous of. He has grass and weeds in the spring, and apples, hay, and corn in the summer and fall. And he can eat as much as he wants. He really is living his best life out there when he’s living as a goat.
The sooner he comes to terms with the fact that he’s a goat, the sooner he can actually start enjoying the really nice, cushy goat life we’ve provided for him.
Frank isn’t the only one who’s had to deal with an identity crisis before, right? We all do it. We all identify as something other than what we really are sometimes, and we ignore the potential that exists for us out there. We miss out on what’s right there waiting for us.
This is the spot that our target audience is in too. They have these ideas about who they are and what they’re capable of, and those ideas become their identity. Those identities can keep them from taking action and buying the offer. So it’s our job as the sales conversion copywriter to show them that they are the right person for this offer and that they can snatch up the offer and run with it, they maybe just don’t know it yet.
Alright, so once again there are three main objectives for this pillar as well. I’m going to break all three down. We’ll start with objective one in the next video.