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Are these 4 spiritual principles missing from your sales copy?

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Fat headlines, double exclamation marks and exaggerated claims. A lot of sales copy starts this way. And it fails spectacularly in conversion tests. Why?

Just think back to the last ad you saw – chances are it had a bland call to action and an attention-seeking intro. Perhaps it was written by some random guy in a content mill, or even worse, created by AI. But it surely came from the marketer’s desire to sell. And that’s precisely where it went wrong.

Because the very best copy, the most wholesome type of writing, comes from the heart. Its goal is to connect with the prospect, and when you read it, it feels like it’s been written just for you. Like a letter from a good friend.

Each word has been carefully chosen to nurture your dreams and guide you to a purchase. Each line draws you in closer, pushing you to keep reading. And though it speaks to a hundred people, each letter feels like it’s been written just for you. Because the writer knows you better than you know yourself.

The copy is honest, refreshing and kind. And it makes an impact, raking in millions in revenue and building true connections with a brand.

But there’s more.

The very best sales letters – those that outperform revenue targets year after year – all work with spiritual principles. And the writers who use them include none other than Gary Halbert and Eugene Schwartz, two of the greatest copywriters of all time.

Another advertising legend, Robert Collier, was even a metaphysical writer long before his direct mail success. Collier saw spectacular results by giving back to the people he was writing to. Instead of shoving a product in people’s face, his sales letters told a story around a small, personal gift sent alongside the letter. His gift-giving is just one spiritual principle that has been lost among hundreds of bloggers proclaiming to share the “secret sauce” of copywriting.

But let’s dive in and look at what really drives the best sales letters to double-digit conversion rates.

Spiritual principle #1: The law of attraction

If you’ve wondered why Collier offered free gifts and bonuses to readers – I’m happy to unpack the underlying psychology.

When you give people a gift they value, they feel appreciated and recognised. They like the gift and so they start liking you as the giver of that gift. That’s how you can build rapport with your audience. Essentially, gift-giving helps you connect with people who are attracted to your offer.

And if you keep sharing genuinely useful tools or advice, your audience will come back for more. They might ask for products that aren’t even available, and when you launch a product, they’ll be begging to buy.

Heck, they might even skip reading your sales page and head straight to the order form. By this point, your free stuff is so valuable that saying no to the ‘paid’ stuff, just isn’t an option in their mind.

Let me quote from a real sales letter so you can see this in action (a mailing in Robert Collier’s letter book):

“You know Jim Jones, who lives over on Vesey Street, a few blocks from you. Here is what he says … But we don’t ask you to take his word for it. We don’t ask you to believe even such men as this Senator, and that Congressman, and a nationally known banker or lawyer or whatnot. Try it for yourself and see! The enclosed card brings it to you without cost and without obligation, for a week’s free try out.”

Here, Collier invites the reader to try a product free of charge. And once people have tried something, it’s easier to keep going than it is to stop. That’s the law of momentum.

But that’s just scratching the surface. Did you notice anything else? Did you see what Collier’s implying with the free trial? He’s suggesting he has every confidence in the product. He’ll even ship it to you at a loss, because believes he’ll make the money back later. And that confidence in his salesmanship and in the product shines through to the reader.

And so, the reader, following the law of attraction, develops that same confidence towards the seller and the product.

Without that confidence in the writing, that faith in the product and its success, even the “best headline formulas” and “proven templates” won’t convert nearly as well as they could.

Spiritual copywriting principle #2: Flow to positivity

Good copywriters know what problems people REALLY have. Not your shallow ‘I just can’t stick to my diet’ type of problem, but the real insecurities, say, around buying and eating healthy food.

The best writers spend HOURS on research to uncover these MENTAL BLOCKS. They do all this work before committing a single word to paper – they want to get ‘in the head’ of their prospects, understand their motivations, hopes and aspirations. Why? So they know exactly what objections they might face.

And when they start writing, they remind people of their pain, and call them out on their limiting beliefs. Then they help them channel their doubts, concerns and worries into confidence and opportunity.

Their strategy? Make prospects believe that they themselves can TEAR DOWN the mental and physical barriers holding them back. Give them a taste of success, by opening their mind to possibility.

Because when you get people to believe in their own success, you’re helping them get there faster. And that’s how you’re offering value upfront.

See how Gary Halbert does this with just a few words in his letters:

  • “Did you know that there is now a way to buy L.A. real estate without making any down payment whatsoever?”
  • “If you think you have to wait till retirement to collect your Social Security letters, this book will really open your eyes.” (from How to Collect Social Security at Any Age)
  • “There are no weird hair-brained formulas to use and no mathematical theories to apply. It’s simple and straightforward. It tells you how to play, how to bet and how to win.” (from The Amazing Blackjack Secret of a Las Vegas Mystery Man)

In these examples, Gary Halbert challenges the ‘impossible’ and shows his audience another way to get what they want. That’s how he builds trust with people before they even buy a product.

And mindset changes like the ones that Gary sells can be more valuable than any product you offer. Because it’s our thoughts that shape our perception of reality. Our thoughts decide if we succeed, and whether we feel happy.

Spiritual copywriting principle #3: Make the mind believe

Have you ever you’ve pictured yourself sipping fruit smoothies on the beach, periodically checking in to your laptop between swims? Or exploring the merry countryside in long rides on your trailing bike – stopping only to see the money rolling in?

No matter what your vision of a perfect life looks like– imagination fuels your dreams. It’s images like that of a delightful beach holiday, a successful business or a casual pizza night with friends, that are the foundation on which any action is built.

First comes the thought, then the action. And the best copywriters use this principle to create specific images in the mind of the audience.

They understand that all action starts as an idea in the brain, and that continual reinforcement of that idea allows us to manifest it in the world. They know that the more we believe ‘we want’ something, the more likely we are to act on that want.

So they steer people’s perceptions through targeted imagery to reinforce beliefs, desires or dreams in their prospects.

Want to see how this principle works? Then let’s look at Claude Hopkins’ letter to housewives who buy condensed milk.

In the letter, Hopkins portrays a can of condensed milk as ‘about half milk and half sugar’ and adds to housewives’ indignation by telling them they end up ‘paying double price for sugar’. In other words, he makes condensed milk seem unhealthy, unnatural and excessively expensive, to set the floor for his offer: sterilized milk available at the grocers. By changing housewives’ perception of their default purchase (condensed milk), he can pitch a ‘superior alternative’ that people are receptive to thanks to the change in mental models that Hopkin’s created (reframing condensed milk as unhealthy).

He knows that your actions are based on the mental models, which are based on a string of beliefs that you hold about life. To change what people do, change what they believe. Make the mind believe, and the purchase follows.

Spiritual principle #4: Move the mind to the sale

Purchases require action from the prospect. But how do you get people to give away 100€, 200€ or even 1000€ from their hard-earned salary?

And most importantly, how do you make them WANT TO pay you now?

Great copywriters use a strong call-to-action to close the sale. A call-to-action tells people exactly what to do next, compelling them to buy.

Here are some examples:

  • “Please don’t waste a single minute. Call now!”
  • “Here’s how to order: All you have to do is write your name and address and the words … on a piece of paper and send it with your check or money order to …”
  • “Just use the order form at the bottom of the page”

By ending copy with call-to-action, you can significantly increase conversions, often doubling or even quadrupling sales compared to writing that doesn’t ask for a sale.

But what makes call-to-actions so effective? They nudge people to make a decision – for or against your offer. No more sitting on the fence.

And when people buy or subscribe, they start a loop of self-reinforcing behaviour. They rationalise their decision in their mind, and those thoughts create momentum that makes it easy to continue buying and believing in what they bought – until it all becomes habitual.

Basically: thoughts lead to actions and actions lead to thoughts, so we keep moving along the same path. This is known as the law of momentum.

But the law of momentum doesn’t start (or end) with the call-to-action. It’s woven into the best sales copy – where each word (hopefully) offers so much value that you won’t stop reading.

And it even explains why existing customers are more likely to buy a new product than people who haven’t bought from you before:

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