Passion/Connection the Secret to Massive Response

I was on a website the other day of a famous golf resort in California. It was obvious that whoever wrote the headline at their ad agency did not play golf. It was as blatant as when you see pictures of women with high heels on a putting green. Or the image has been flipped, and the guy is swinging lefthanded with a right-handed club. I see it all the time.

If you don’t play golf, love golf, or breathe golf, there is an excellent chance your marketing will come off as inauthentic. Small clues like this will kill your response and your credibility.

Most people go through the motions when it comes to copywriting. They use the same tired clichés and superlatives. They talk about the “experience’, the “quality”, and “Service,” all of which are worthless. Stories with passion are what sell products. Stories that connect with the reader’s deepest wants, desires, needs, and beliefs. Stories that are so good that your readers share your ads and emails with their friends.

I recently wrote a series of emails in the horse industry. I put them on Facebook to test them, and they each blew up within 24 hours. They generated over twelve hundred likes and over 120 shares with no ad spend. Now, remember this is an ad with a full page of sales copy not some cute dog video. So that’s 120 highly targeted people sharing my ads…