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Rick Saldan is an excellent
inspirational speaker who tailored the seminar to the needs of the
individual students being instructed. This office thanks the Mayors Office
of Information Services for having such a vendor.
Timothy K. Lynch
Office of Fleet Management
City of Philadelphia
Rick has a magical approach that provides a clear and
concise message specifically designed to the needs of his
audience. Rick will provide all the motivational magic you
will ever need, propelling your organization to the next
level of greater success.
Thomas Mulhern
Frontier Communications
Rick Saldan is a compelling and absorbing motivational speaker and
magician.I have been to five of his
Motivational Magic presentations and it is amazing how he keeps our
college audiences on the edge of their seats.
A highly entertaining performer with great comedy flair. Rich content to
increase students' productivity, peak performance and motivation. If you
need an outstanding motivational speaker for colleges, Rick is definitely
one of the world's greatest speakers and magicians!
Dr. Rob Gilbert, Sport Psychologist,
Montclair State University
Rick Saldan has the wit, wisdom and sorcery of a wizard. He
has a dynamic personality, and all will enjoy his
captivating stories, comedy and magic!
Dennis Slaughter
Credit Suisse First Boston
Rick Saldan delivers a first-class show! A pro in every
sense of the word. Funny, unique, entertaining and polished.
Brian Letscher, Actor
Hawaii Five-O, NCIS, Cold Case, Law & Order and The Mentalist.
Rick Saldan is a wonderful combination of master magician, comic
improviser and first class speaker. The audience loved his program, which
was music to our ears. If you love celebrity motivational speakers such as
Tom Hopkins, Dale Carnegie and Zig Ziglar, then you'll love Rick!
Dottie Burman, President
Burtley Productions, Inc.
Rick Saldan
is an incredibly talented performer and motivational speaker with great insight. He shares many powerful
motivational messages that will enhance your life for the better!
Jack Murray, President
Dream Illusions
Rick is one of the best inspirational speakers on
the scene today. Funny, fun loving and highly energetic. If you want to
make your next event into an extraordinary one, then invite professional
speaker Rick Saldan and his amazing Motivational Magic.
Andres Lara, President
Inspiration Times Magazine
How To Write Motivational Copy That Sells Author: Karon Thackston
Who of us hasn’t written advertising copy that we thought was great only to find out it flopped big time? Why? When you wrote it, it seemed very persuasive. You included lots of benefits and even gave a money back guarantee. It got YOU up and moving so why did your customers turn their heads?
The reason is usually quite simple. They are not you. While one thing might motivate you and excite you enough to open your wallet and buy, there are other personality types who respond to different motivational factors. If you know the factors, you hold the key to copywriting success!
There are several names for the different personality or behavioral types. Myers-Briggs labels them with letters (E = extrovert, I = introvert, etc.). Some psychologists label them with types (“A-type” personality, “B-type” personality, etc.). The DISC model (which I find the easiest to follow) labels the different personalities with descriptors (Dominance, Influence, Steadiness, etc.) Regardless of what they’re called, I encourage you to get to know them. Once you decipher the inner workings of your customers, you can write copy that will motivate each and every time.
Let’s look at a few of the descriptors used within the DISC model and I’m sure you’ll see what I mean.
Dominance
The Dominance behavioral style is usually described with the following attributes:
high egos
problem-solver
likes challenges
drives hard for results
positive
loves power and authority
motivated by direct answers
Influence
The Influence behavioral style can be described like this:
socially and verbally aggressive
optimistic
can see the big picture
people-oriented
fast movers
motivated by praise and strokes
Steadiness
Those who fall into the Steadiness behavioral style usually are described as:
loyal to those they identify with
good listener
patient
loves security
wants to see benefits
oriented towards family activities
motivated towards traditional procedures
Compliance
The last of the four styles is Compliance. These people usually have the following attributes:
critical thinkers
high standards
well disciplined
accurate
motivated by the right way to proceed
As you can see, these simple hints already open new doors for copywriting effectiveness. From what’s written above, you are probably getting some good ideas about how to adjust your copy to fit your target audience.
For example, when writing to people with a Dominant behavioral style you’ll want to be direct and to the point, focus on the business at hand, show them how this will help them get results and offer a win/win situation.
Influential people will want to allow time for socialization (so include some “chit chat” when possible), to have fun, offer new and innovative ideas, give a way for them to respond quickly and offer praise and strokes for them making a good decision.
Steadiness types make up the majority of the population. Over 40% of Americans fall into the Steadiness category. These people need to see a logical approach to your product or service, they need time for thinking before buying, they want to see how your solution will benefit them and they need a sense of security about buying.
This explains why most copywriters will tell you to write long copy that is full of benefits and offers a money back guarantee. However, while this does work for 40% of the population, the other 60% has an issue with it. This is why I continually preach that you should know your target audience! If you are marketing to a group of CEOs (which most definitely fall into the dominance category) you can’t provide long copy… they simply won’t read it. They are looking for the bottom line and may ask for more details later if they feel they are necessary. If you have lots of information to provide, you’ll have to break it up into sections to suit a “dominance” type.
It all boils down to giving the customer what they want. Even in your copywriting techniques. If you don’t, you’ll lose the sale – plain and simple. As an example, I’ll tell you about a real estate agent I once worked with. I was looking for a house and had specific criteria for the exterior and interior. Rather than scheduling an appointment with the realtor every other day to view houses, I wanted to be given the addresses and view the outside at my own pace. If the outside didn’t have specific features, there was no need for me to see the inside.
One realtor emphatically told me, “Mrs. Thackston, that’s just not the way I sell.” To which I responded, “That’s a shame… that’s the way I buy!” He wouldn’t give me what I wanted and therefore lost the sale.
I encourage you to learn as much as you can about your target audience. Their likes, dislikes, personality traits and behavioral traits. When you do, you’ll be able to write motivational copy that creates a desire to buy.
Most buying decisions are emotional. Your ad copy should be, too!
Karon is Owner and President of KT & Associates who offers targeted copywriting, copy editing & ezine article services. Subscribe to KT & Associates' Ezine "Business Essentials" at mailto:BusinessEssentials-subscribe@topica.com or visit her site at http://www.ktamarketing.com .