Dan Kennedy's Magnetic Marketing Podcast The Psychology of Writing Copy (2 of 2)
Jun 6, 2025
In this captivating discussion, Bill Glazer, a marketing expert and co-founder of Glazer-Kennedy Insider's Circle, dives deep into sales psychology. He reveals the importance of understanding not just why customers might buy but also their reasons to hesitate. Glazer shares 11 psychological shortcuts to enhance copy effectiveness and emphasizes the power of guarantees to build trust. Additionally, he highlights strategies to overcome psychological barriers and the pivotal role of emotional connection in crafting compelling copy.
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List And Address Buying Objections
- Make a detailed list of your product's credibility points, features, benefits, and reasons prospects may hesitate to buy.
- Address all objections clearly in your sales copy to build trust and close sales more effectively.
Use Multiple Strong Guarantees
- Offer strong guarantees to reduce buyer risk and make selling easier.
- You can craft multiple guarantees beyond refunds, like punctuality or product quality promises.
Dan Kennedy's Face-to-Face Sales Strategy
- Dan Kennedy recorded his top salespeople's pitches to capture what works in face-to-face selling.
- He used actual sales dialogue to write better-performing sales letters than Madison Avenue agencies.
