Your Prospect’s Awareness Is Like Mind Escaping Building Under Fire Alarm

Pounding the clock-radio into the night table over and over, trying to turn it off.

“It’s not the alarm,” my wife blurts.

“It’s the hotel fire alarm. Hurry get dressed!”

Dressing as quick as a fireman is off to this hotel.  I grab the flashlight from the open suitcase. We don’t know if power is on or off.  We just threw on our clothes.

Opening door timidly, I  question, “Do you have your room key?”

“Yes, hurry let’s go.”

As the man in the room beside was leaving his room at the same time as us. Without a word we all looked into each other’s eyes and followed.

While the piercing fire alarm and flashing hallway lights  scurried us.

A half-dressed man standing with his door half open tells us. “The front desk thinks it’s a false alarm. Anyone knows?”

“False Alarm?” Questions a ladies voice behind us.

“Keep going!” shouts a mans voice.

We turn left  through a big door with exit sign.  Finding ourselves in an elevator lobby with zombie looking people all waiting for elevator doors to open.

But instantly turn into mice following us when a man demands. “No… No no elevators. To the exit. To stairs.  Go Go.”

Constantly room doors pop open flowing people of all shapes and state of dress into the hallway. While some  proudly stood as if watching a parade go by.

I look to the right.  Then left and right again.

“It’s only wall.”

A weird silence of pounding hearts fills the end of the hallway until broken by a man.

“Wait… there’s the door.”

I look again.

Yes!  The door is before my eyes and waiting patiently to be pushed open.

As we step down to safety my mind couldn’t stop being in puzzlement why I saw wall and no door.

Safely out and back in our hotel room within an hour. The fire was a tiny electrical fire in the basement causing bit of smoke and triggering the fire alarm.

In the morning, I couldn’t rest without going back to the exit door to solve seeing no door puzzle. Why I didn’t see the stairs door during the early morning excitement?

Following the same escape route it wasn’t hard to notice every room door and door into elevator lobby were dark in color.

Then my jaw dropped.

The exit door is a chameleon door blending same as wall color.

My mind and everyone else escaping from a loud fire alarm, were looking for a dark colored door like our hotel room door.

Oh my!

And how does this story relate to writing sales copy?

Simple.  Prospect awareness.

Know who is your target prospect.

When writing your sales letter copy, keep in mind you know the product inside out.  But your prospect may be less aware or has a different idea in their head of the product. Not knowing what it really does.

Make sure your copy isn’t putting a cached image or your product in your prospects head, like dark hotel room doors were in mine. Confusion trying to see the right door.

If confusion sets in for your prospect while reading your sales copy, they won’t keep reading to understand.  They will stop reading and leave because they are lost and frustrated.

Paint a crystal clear image in your prospects head what your product is and does (benefits, benefits, benefits).  An image so clear they can see without distractions or blending into the wall.

This makes your prospect know their problem what’s keeping them up at night in mental pain, will vanish with your product.