Have you ever won in court?
Then you know how to write an argument.
An argument is a defense… it’s a case you make.
When you hire a lawyer, they assemble your case for you.
Their job is to prove to the judge/jury that you are innocent.
In marketing, you can use the same method a lawyer would use… to make a case about why your prospect should buy your product.
It speaks to their logical mind, more than their emotional mind.
It contains emotion, but it’s mostly about the facts.
If you were selling a computer and you hired a lawyer to write the argument, part of it could go something like this:
This computer never needs troubleshooting. We spent over $30,000,000 on research & development… and another $20,000,000 on the best engineers & programmers to design artificial intelligence that sniffs out problems way before they happen. And then it pulls the right tool out of our database to make the repair. This computer will never fail you. You will never have to fix anything, ever, period.
An argument overcomes a misbelief.
If you have used computers, you know that they have problems… which is why Geek Squad exists.
So we believe that.
We all agree that computers have problems.
But if your product fixed the problem of computers needing updates, drivers, slow speed, etc then you would have to tell me why & how.
I am not going to believe you just because you say it.
That is too hard to believe. You have to make a compelling argument for me to change my mind.
My experience has been that every single computer I have ever owned, has problems.
To think that my next computer will never have a single problem sounds too good to be true.
But if you told me that you spent $50,000,000 to fix this problem, you would have my attention.
But that may or may not be enough of an argument.
I would have some other concerns:
- Will artificial intelligence steal my data?
- Are there any additional costs?
- Maybe I should wait because pioneers get shot & settlers prosper
A good lawyer would spend time thinking about all of the objections… all of the laws… all of the points the defense team is likely to make… and then build a complete & compelling argument.
So what you are doing is overcoming objections & false beliefs, which YOU create. They are not going to believe you just because you say it. You make a claim that is hard to believe, so you have to prove it.
If you brush this off, you will get good engagement, but they won’t buy.
You used something good to get them to this point, usually because you got them emotionally invested, but now you have to get them logically invested.
They have to like AND trust you.
They like you because you made them laugh, told them a good story or did something in the lead that got them emotionally invested.
Your argument makes them trust you.