There are two types of people in this world:
Thermometers and Thermostats.
Let’s start with the thermometers.
Thermometers are people who react and adjust to the people and the environment around them. If the people around them act in a certain way, they will subconsciously start acting in the same way.
Below is a little story about a guy named Bruce that illustrates the behavior of the typical thermometer.
One fine day, Bruce, who’s a staunch Republican and a thermometer, hears chatter coming from his workplace water cooler. So, he moseys on over to join the conversation. It’s a bunch of Bruce’s workmates who are all bleeding-heart Democrats. They are all standing around extolling the virtues of Bernie Sanders.
Well, what Bruce does is he ignores his beliefs and opinions, and he starts thinking of what positive thing he can say about Bernie Sanders that the group will approve of.
In other words….
…Bruce Adjusts To The People
Around Him!
Thermometers like Bruce are often great employees, underlings, and minions.
Simply because they’re more willing to give up their opinions, agenda, and time for those who have stronger opinions, agendas, and a sense of urgency about them.
Speaking of a sense urgency, thermometers hardly ever have a pep in their step. They’re more like dawdlers or robots (they don’t seem to value their time) and their emotions are about as flat as the tires on a tandem bicycle ridden by Chris Christie and Lizzo.
Oh, and by the way, there are far more Thermometers walking around than there are Thermostats.
Okay, what about Thermostats?
Aw, man, are you really gonna make go through all that explanation? Can’t we just agree Thermostats behave in the completely opposite way?
Okay, Freckles, if you want me to describe the Thermostat, I will be a “Thermometer” and give in to your demanding ways.
Thermostats are rare and unique individuals.
Thermostats act and change the people and environment around them.
Thermostats generally make for poor employees because they find it difficult to take orders from others. Why? Because they have so much conviction in their own ideas and opinions.
And because thermostats have so much conviction in their thoughts, ideas, and opinions, they tend to be very influential and persuasive.
In other words…
…The People Around Them
Adjust To THEM!
Now, let’s take all this and tie it to copywriting.
Dear subscriber, answer me this:
Who is reading your sales copy? Are they Thermostats or Thermometers?
Are they a mixture of the two?
Are the majority thermometers?
Listen, I’ll be honest. That was a trick question.
Because let me tell you something:
The People Who Read Your Marketing Messages
Are ALL THERMOSTATS!
I shall explain:
Hear this: even if most of your prospects are indeed hard-core thermometers, the moment they start reading your sales copy, something strange happens:
They Suddenly Turn
Into Thermostats!
You see, people reading your sales copy suddenly become guarded, and they don’t want to easily influenced or persuaded into making the wrong decision. After all, their hard-earned coin and their pride are on the line.
Thus, they try to keep their emotions in check and fight off any opinions that may contradict their current beliefs.
Hmn. This all sounds a little depressing, doesn’t it?
Ah, but don’t you worry, my little marketing crony, because Papa Maverick has a clever way to overcome all this resistance your readers give off.
In fact…
…I Have 24 WAYS To Overcome All This
Nasty Sales Resistance!
Where?
Right here: https://kelvindorsey.com/24-laws-sales-page/
Apply them and prosper.
Your friend,
Kelvin
Email Marketing Maverick
