Michael Cassman

Pro Copy Tip #11

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The magic of “Reason-Why” copy is about writing your customer’s victory speech.

Your prospect is skeptical of being sold, he’s full of doubts, worries about the potential risk. He’s worried about making a mistake. Give him “reasons why” for everything!

Here’s why you need it.

Here’s why you need it now.

Here’s why you need it from me.

Here’s why it costs this much.

Here’s why it’d be a mistake to let this opportunity pass you by.

Here’s why it’ll make your life better.

Give as many reasons why as you can, because it directly combats buyer’s remorse, which is when buyers lose track of why they bought something.

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