Have you ever seen those ads for pheromones and their almost magical quality to attract members of the opposite sex? I know you've seen them.
They're in the stylish men's and women's magazines, like Maxim and Mademoiselle.
You'll see two contented people, perhaps nuzzling up to one another in an intimate pose with some fluffy bedsheets around them or some faded candle burning in the background.
Then you'll see a headline along the lines of "Give Her What She Really Wants" or "Drive Him Crazy With Your Scent Alone".
After you read the copy (and if cleverly done, it looks much like the layout of the rest of the magazine) you'll see they are selling pheromones, sexual attractants used to arouse a partner using the sense of smell.
Well, wouldn't it be great if there were a way to use your words alone as the proverbial pheromone? Yes, you say? Well, there is a way and here is one of the biggest secrets.
Before I get to that secret (there I go delaying gratification again), let's take a look at friendship.
What is it about a close friend that makes them a close friend? There are many attributes, but I believe one of them is very basic and common to ALL meaningful friendships.
That attribute is...
Your friend understands your world and your way of looking at things at a deeper level than strangers or acquaintances.
If they are a REALLY good friend, they will understand what you want and what you keep away from.
All good friends know this about one another.
Of course, there are other things you probably value in a friendship, but I'm 100% certain what I mentioned above covers a huge chunk of it.
Can you see where I'm going with this? Let's see if you can predict.
Look at the title of this writing and see if you can follow my lead.
No, it has nothing to do with being attracted to your friends.
If you thought about it, you'll see that effective copywriting is like pheromones on paper.
The best copy demonstrates that you understand your prospects world and that you know what they desire and what they want to keep away from.
This immediately sets you apart as someone they should listen to, because listening to you is like listening to themselves or someone they long to be.
Once you get this, you have much of the job done.
When you understand your audience, you are in the pilot's seat.
Furthermore, as it relates to hormones, when you demonstrate that you understand your prospects world, you will become highly attractive - those pheromones on paper.
Concurrently, folks will feel a bond with you.
They may even think "Hey, that's me!".
I know I've felt this exact way when reading great copy from someone I haven't met in real life.
And even if they haven't met you before, they'll feel a kinship with you and make you a friend - at least in their imaginations.
Here are a few examples of how you can demonstrate you understand another person's world or reality.
Let's imagine you are a copywriter and are a speaking to a mother of newborn babies: She is brand new, your joy, your everything.
She seemed to come into the world smiling in your embrace.
And you want for her everything you never had when cradled in your mother's loving arms at that fragile age.
As she coos up at you with awe and dependency, you want for her only the best you can provide.
Baby Smiles Formula understands her needs and provides them for those first critical 9 months of bonding with mother.
Okay, what did I do here? The very first sentence, I get into the mother's world (and with emotion, which we will go into later) and describe how she is feeling about her newborn baby.
I even describe how baby would look at mama - dependently, in awe.
I then describe what it was like to have this new addition in her life and how mama only wants the best for her child - something all moms want.
Then I provide them the solution to their concerns.
I demonstrated authority in their world.
And people gravitate to those who understand their lives.
Infuse this with emotional intensity and you have a winner.
Let's take another totally different example.
Imagine you are a cage match fighter.
By the way, I'm not a cage match fighter or a mother and have no interest in being either (I'm all for motherhood but I'm a guy).
But it would be interesting to see a combination of mom fighter cage death matches.
It's time to kick some ass.
You're in the cage.
Heart is pounding, lights blinding, crowd cheering the coming typhoon locked in your fists.
You see him, your opponent, your target.
He sees the tiger in your eye - the killer determination to dominate his will and emerge the victor.
Forget gentle.
Forget Mr.
Nice Guy.
Forget pain.
He can eat those in your knuckle sandwiches.
This moment is yours to own.
It's time to show him who's boss.
The Metal Fighter Solid DVD Series shows you how.
That one feels a bit different than the last one, doesn't it? But the method is the same - get into the person's world, in this case a cage fighter.
Describe what he's feeling, thinking.
Then offer a solution or a way they can get what they want.
Also, worth to note it - notice how this one is structured a bit differently as well.
Whereas the first example had full, complete sentences, the fighter one above was more punctuated.
It was comprised of shorter phrases and incomplete sentences, almost as if I were visually growling at the reader.
It's quite blunt, direct, and aggressive, like one-two punches.
That is appealing to any hardcore fighter.
So you can see, two vastly different examples employing the same method of establishing authority in someone's world simply by using words.
When you demonstrate you understand your audience, what they are thinking, feeling, their goals, you automatically become attractive, much like those intoxicating pheromones in the magazines.
So get to work, and sprinkle your copy with those delicious word scents!