Michel Fortin SEO Consulting - Latest Comments in Apply The Law of Contrast to Build Desire

Re: Apply The Law of Contrast to Build Desire

Michel Fortin — Thu, 16 Aug 2012 13:40:43 -0000

@DamienElsing Most copy does something similar. So yes, it does.

Re: Apply The Law of Contrast to Build Desire

DamienElsing — Thu, 16 Aug 2012 05:55:42 -0000

Great article, Michel. Definitely bookmarking this for my list of useful resources.

I was familiar with the concept but had not heard it described as gap analysis. I heard an interview recently - I think it was with Kevin Rogers - where they said only focus on the negative at the beginning, then make sure not to revisit that pain again later, as the idea is to take the reader on a journey from dark to light.

Do you think this concept only applies to a traditional long form sales letter or can be used in other forms of writing?

Re: Apply The Law of Contrast to Build Desire

lorrainegrula — Tue, 17 Nov 2009 17:58:56 -0000

I have read a lot of articles on this subject, all using the problem-agitate-solve, but I do indeed think the gap analysis makes it more clear. Some of the comments too are spot on so I was able to learn a lot here for the time I spent. I appreciate that! There are a lot of marketers who seem to not have a clue that there should be a difference in the way they write sales copy and the way they write informational copy. That can get terribly frustrating because you can not learn as much from those folks. As I have studied internet marketing, it sometimes seems like every darn one of them is that way. They rarely give any REAL information in their free stuff and blog posts. Teaching and selling are 2 different things. At least I think they should be. Have you ever seen, "But WAIT! There's more!" in a textbook? No. Of course now that think of it, maybe that would make reading a text book more appealing!

Re: Apply The Law of Contrast to Build Desire

Lawton Chiles — Fri, 06 Nov 2009 13:04:53 -0000

David, I love that point man. I am going to start thinking in terms of being that dramatic, b/c in their minds, it is that dramatic.

Re: Apply The Law of Contrast to Build Desire

Lawton Chiles — Fri, 06 Nov 2009 13:02:49 -0000

Man, this comes right on the heels of a letter I was writing that addresses dangerous chemicals and animals. Thank you for helping me to aggravate the issue and the chief problem. I'm trying to figure out if putting reasons why bullets after the headline but before the letter is a good move. It increases desire, curiosity and interest, and social proof, but is it a good move? hmmm.

Re: Apply The Law of Contrast to Build Desire

sai — Thu, 13 Aug 2009 06:16:34 -0000

hey michael,

this is an awesome post. i understand bring up the problem. but i understand it way better now.

i'm going to start using this in my emails to offer products. it's like u kind of Apply The Law of Contrast to Build Desire in this post to. because it suck me in like a vacuum.

awesome post

Re: Apply The Law of Contrast to Build Desire

The5sisters — Thu, 30 Jul 2009 21:53:43 -0000

Re: comment of mine below;
Fixed the 403 page backlink problem by correcting the htacess file.
Backlinks now work,if anyone should happen to click on one of my links here or Twitter or Feedburner etc.
I know it's off topic and I do appreciate all your articles.

Re: Apply The Law of Contrast to Build Desire

The5sisters — Mon, 18 May 2009 01:52:05 -0000

Normally I am a good story teller and essay writer but a lousy salesman.When it comes to copywriting I will have to use new methods such as yours to use successfully for any internet marketing I am involved in.Gap Analysis might be my answer.Paying for copywriting course,like I have been offered via e-mails ,is not in my budget;and I am stubborn about using my own talents yet willing to learn tweaks.Keep up with these great articles.This one and the previous one "I get".

PS: if you happen to look at my website blog ,the 'Tweet This" function is leading to a 403 page when the post is clicked on in Tweeter ;working on the solution.

PPS: Have 2 linkbacks on my sites to your blog..

Re: Apply The Law of Contrast to Build Desire

Business Blog — Mon, 11 May 2009 12:35:31 -0000

Do you think this only applies to face to face selling or to selling via the internet do you think?

Re: Apply The Law of Contrast to Build Desire

Claire Jarrett — Wed, 25 Feb 2009 13:45:04 -0000

Interesting idea, thanks! I'm going to try this when next writing copy for a website page.

Re: Apply The Law of Contrast to Build Desire

Fred — Fri, 28 Nov 2008 12:36:06 -0000

Great info as usual. I was introduced to Problem Agitate Solve by Dan Kennedy but I do enjoy the extra dimension that you've added to it.

Re: Apply The Law of Contrast to Build Desire

Cowboy Copywriter — Fri, 28 Nov 2008 11:45:34 -0000

Seriously Michael do you ever write a bad article? Thanks for putting the pressure on the rest of us and raising the free content bar to the moon Alice! ; )

Re: Apply The Law of Contrast to Build Desire

Matt — Wed, 20 Aug 2008 10:41:10 -0000

Great post Michael - VERY helpful! I hate to be a pain in the ass - but you use the term "illicit an emotional response..." - should be "elicit an emotional response..." Just trying to help - I hope I don't come off sounding like your English teacher in High School - take care. :)

Re: Apply The Law of Contrast to Build Desire

John watson — Thu, 31 Jul 2008 09:13:08 -0000

i've been using this technique for a while and it really works! Thanks Michel

Re: Apply The Law of Contrast to Build Desire

Cindy King — Sat, 05 Jul 2008 13:13:18 -0000

Hmmm, I originally stopped by to tell you that I've just published your article on the most recent Marketer Review Blog Carnival and I see the trackback didn't work. Yours is not the first site, I must have done something wrong on my post. I'll have to look into this.

Come by to vote on the best post of the 31 posts this week. Yes, you can vote for your own post. Use the social media of your choice to help get traffic back to your site.

Remember that Friday is our deadline for new articles, so mark this Friday on your calendar as the latest that you can get to Blog Carnival to submit for next week.

Re: Apply The Law of Contrast to Build Desire

Juhani Tontti — Wed, 25 Jun 2008 07:55:22 -0000

Hi Michel!

Splendid article, which gave me good ideas for my upcoming launch. Thanks a lot.

Re: Apply The Law of Contrast to Build Desire

Copywriting Kid — Mon, 23 Jun 2008 17:18:43 -0000

@Michel Fortin - Hi Michael, thanks a lot for breaking it down that clearly, I didn't realize the distinction.

I really appreciate you taking the time.

Re: Apply The Law of Contrast to Build Desire

Michel Fortin — Sat, 21 Jun 2008 02:55:52 -0000

@Copywriting Kid - Kid, Gap Analysis is actually an accounting term, but the term was first used by sales trainer Brian Tracy in "The Psychology of Selling." I wanted to show how it is just as applicable in copy.

Sure, your example is better. And I'm sure there are even better ones. The point is not to dazzle but to simply show how it works to people who are new to copywriting. (I see that *you* get it.)

Is it just spraying salt? Not really. Problem-Agitate-Solve talks about mentioning the problem, agitating the problem (the salt you mentioned) and then solving it.

But Gap Analysis also introduces the other side in the process.

Better said, it's like "Problem, Tease (with solution), Agitate, then Solve." It adds an extra step so prospects know there's a solution before you agitate.

Why? Because just spraying salt on a problem would be irrelevant if the prospect doesn't care for the problem (they are oblivious or apathetic) or has nothing else (possible solution or benefits) to measure it against.

I appreciate that the article is boring to you, but you seem to "get it" while others may not.

Thanks for the feedback, though.

Re: Apply The Law of Contrast to Build Desire

Shanika Journey — Fri, 20 Jun 2008 11:24:36 -0000

Hey Micheal,

This post was actually more useful on what to do to build up the value and psychological buy now factors to produce a sale. I am currently building my webstore and information like this is so highly needed and more. I am definitely glad that you were on one of my seminar dvds. You are definitely one of the best to learn form.

Re: Apply The Law of Contrast to Build Desire

Copywriting Kid — Fri, 20 Jun 2008 07:20:08 -0000

Hi Michel,

I reread your post three times now and I'm still not sure if I get it. It seems like all that you say is just that I should spray some salt in my prospects wounds before I tell him about how relieving the soothing balm will feel once he puts it on?

And why is it called Gap ANALYSIS? It seems like the analysis part is just analysing were the "pain" is, but what you're describing is also taking it two steps further and then amplifying it and offering relieve.

Also, it reads to me like "Wouldn't it be nice if...", "What all of us dream of is...", "Would you like to know how to..." are pretty weak phrases, no? They're kind of greyish, with the colors faded.

Example: "Wouldn't it be nice if your skin is beautiful and clear, no more acne [blabla]"

Compared to: "Now imagine this: Your skin is beautiful and clear, no more acne [blabla]"
isn't the second one stronger?

Sorry for my stubborn mind here, but I'm really trying to understand. :-)

Thanks.

Re: Apply The Law of Contrast to Build Desire

Caleb — Thu, 19 Jun 2008 16:16:04 -0000

Interesting writing concept that fits well with my Writing Solutions for Netrepreneurs series and adds more understanding to an old NLP principle I once learned.

Re: Apply The Law of Contrast to Build Desire

Richard Muir — Wed, 18 Jun 2008 01:28:07 -0000

Love the round about of sales principles that are timeless. Will definitely implement into business and "widen the gap" with my copy.

Regards

Rich Muir
http://www.companiesnow.com.au
making registering your company easy

Re: Apply The Law of Contrast to Build Desire

Thatsblog — Tue, 17 Jun 2008 13:45:53 -0000

Thanks for your submission to the ninth edition of the Blog Carnival: Blogging. Your post has been accepted and its live: http://thatsblog.com/?p=79

-ThatsBlog.com

Re: Apply The Law of Contrast to Build Desire

Asanya — Sat, 14 Jun 2008 22:01:02 -0000

I randomely found out on google about this nice software you can use to get people find you and be attracted to your headlines in search engines. I think it was called glyphius...
You pretty much type a headline and it gives you a score. You keep editing it and changing few words until the score gets higher and higher and i guess next thing you know, you have a catchy headline ;) I think I'll try it to advertise my coming up business.

Re: Apply The Law of Contrast to Build Desire

Michel Fortin — Tue, 10 Jun 2008 23:02:56 -0000

@Hal Coleman - Hal, I have multiple programs for $500 a month. Which one are you referring to? Anyway, I've sent your request to my assistant, Evelyn. You can reach her anytime at evelyn [at] successdoctor.com. Thanks!