The Incredible Power of "If Only"

Jen Adams here, hoping you’re ready to dive into dreamland today.

You see, hopes and dreams are very powerful in persuasive writing. In fact, at a recent Bootcamp, copywriting legend Joe Sugarman said the whole health industry is built on the phrase, “New Hope for …” – since the dream of being well again is that powerful.

But, how can you find your prospect’s dreams, wishes, and ambitions?

One great place to start is by looking at his or her heroes. Within your chosen niche audience, find some people your reader admires.

For example, in copywriting, many people admire Bob Bly, Dan Kennedy, and Clayton Makepeace.

So, if you’re writing to copywriters, you might say, “If only you had the marketing skills of Bob Bly” … or, “If only you knew how to talk to clients like Clayton Makepeace does” … and that would mean something to them.

For other audiences, you might look toward young entrepreneurs, sports icons, or pop stars. You might say, “If only you had the flawless complexion of Selena Gomez” … or, “If only you could play tennis like Eugenie Bouchard.”

Personally, you might not be very familiar with these particular celebrities … which is why you have to keep your focus on your audience and the people he or she finds compelling. If necessary, do a bit of research to find the right hopes, dreams, and ambitions for each group of readers you’d like to reach.

Try that now. Identify heroes within your niche (or a niche you’d like to write for in the future). Pick out what it is about these heroes your reader admires … what it is your reader wishes he or she had … or what it is he or she envies.

Using what you’ve found, make several “If only” statements tied back to your main idea. Share them in the comments. And then tomorrow, I’ll show you how to help your reader close the gap between his or her dreams and reality … something that will make your reader very loyal to you!

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Published: March 20, 2014

4 Responses to “The Incredible Power of "If Only"”

  1. Jen, how would this look in copy? May I have a stronger example please?

    GriffinMarch 20, 2014 at 3:21 pm

  2. Am wondering where all the legitimate writing jobs are for beginners like myself? I can remember thinking if only I could afford more training, I Might be more hireable.

    Guest (Leslie)March 20, 2014 at 4:00 pm


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