If you’re having a tough time with…
- GRABBING your reader’s attention right at line 1
- TRANSITIONING into your pitch, or
- Getting your reader to actually BELIEVE those things about your product… which are (a) wonderful, (b) true, and (c) hard to believe…
…then you need to start using “If ___… then ___” more.
Why?
Because if you use these two words in your copy – ‘if’ and ‘then’ –
…then it’s really easy to make believable claims.
Because, for some reason…
If you connect 2 different thoughts… or claims… or actions… with these two words…
…then your brain automatically thinks there’s a logical connection between those things. And says to itself “THIS SENTENCE IS LOGICAL.” When in reality, not all “if…then” sentences ARE true or logical.
To illustrate…
Suppose I want to make a big promise:
I can help you identify & overcome your DEEPEST fear as an entrepreneur
Cool.
The person who wrote that headline may or may not actually be able to deliver on his promise. I’ve seen lots of similar ones. And he’s given me no proof.
But now watch this…
If I frame the exact same claim as an “If/then,” then it automatically becomes more believable:
If you have 60 minutes… then I can help you identify & overcome your DEEPEST fear as an entrepreneur
Cool, right?
Maybe it’s not 100% without-a-doubt believable… but it’s certainly MORE believable than the bare promise. And if you read that headline, as the owner of a coaching business… then at the very least, you WOULD keep on reading.
This is the power of “If…then” at work.
And there are MANY more ways in which you can employ “if/then” effectively.
If you want more examples, then read back through this post. I’ve used “If/then” a lot.
