I learned this copywriting technique from a friend who is a coach and entrepreneur. And to this day it works great and shows just amazing results! That’s why I want to share it with you. This technique is called «The Milk», and now you will find out why.

The essence of this technique is that each person looks at the world in his (or her) own way. Not like others, and sometimes diametrically opposite. Therefore, misunderstandings and conflicts often arise between people. If you know how a person looks at the world, and what underlies his actions and behavior, then you can quickly adjust, inspire trust, sympathy, and even manipulate a person. In such cases we say: to know his «milk». Why «milk»? Because there is a very simple exercise to practice this approach.

Technique principle

Look. I will say the word «milk». Your task is to come up with and write 10 associations to it (the first thing that comes to mind). Write right now, I’ll wait. Have you written? Now let’s compare how many of your associations matched mine. See my associations at the end of this article to compare.

If you have at least 3 matching words (must be exact), then we can assume that we are kindred people (mentally). In practice, there are 1-2 coincidences. And all because each person has different associations. Everyone looks at the world in their own way.

The main task of this copywriting technique is to understand this and try to predict the «milk» of another person in a given situation. It is precisely to predict, by indirect signs, because we cannot put ourselves in the place of another person: he has his own life, his own circumstances, his own chemical processes in the brain, etc.

Using «The Milk» technique in copywriting

A copywriter does not always have the opportunity to communicate with the target audience when solving problems. For different reasons. But on the other hand, he or she can communicate with the customer or his sales managers. And the first question that in such situations is useful to ask: “What do people most often say or ask, what confuses or worries them?”.

As a rule, managers know the answer to this question and tell us in detail, thus giving us the «the milk» of the client almost in finished form. At the same time, it can radically differ from our initial ideas.

In a word, before you start writing the text, you need to collect as much information as possible about the needs of the audience and associations with our product.

Example of using this copywriting technique

Imagine that we are selling scooters. Not electric, but simple ones. And we came up with the idea to offer them to big companies with large offices so that employees can move through the corridors faster and with more fun. So at the same time they can do fitness.

Associations of an inexperienced copywriter, as a rule, are tied to the product itself and look, for example, like this:

1. Wheels
2. Bearings
3. Fitness
4. Health
5. Joy
6. Speed
7. Leisure
8. Trend
9. Fashion
10. Healthy lifestyle

At the same time, if we listen to sales managers who communicate with customers, we will see that the latter have completely different associations, and they are not initially going to buy anything from us. For example, like that:

1. Nonsense
2. Costs
3. Payback
4. Productivity
5. Profits
6. Loyalty
7. Image
8. Money
9. Hospital
10. Employees

Based on this difference, if we start to describe all the delights of scooters, then most likely our audience will not even listen to us. But on the other hand, if we adjust to the clients’ associations and talk about what is important to them, then this is the key to making a deal. Just compare:

Option A: Benefits from the first associations

1. Scooters have large wheels and ABEC7 bearings, which allow you to ride quickly even on carpet.
2. Scooters are fitness and health for employees.
3. The scooter gives joy and improves mood. This is an active sport.
4. The scooter allows you to quickly move between offices.
5. Scooters are stylish and fashionable!

Option B: benefits on the second associations

1. At first glance, it may seem that this is nonsense, but there are studies and a proven beneficial effect, and therefore such large companies as MacroSoft and Alazon use scooters in their offices.
2. Scooters increase productivity because they reduce the harmful effects of a sedentary lifestyle of your employees.
3. Scooters affect the loyalty of employees and improve the image of the company, making it in line with the latest trends and attracting new employees.
4. The costs are lower than when buying scooters elsewhere, and they pay off faster because the client works directly with the importer.
5. Thanks to scooters, employees move around the company building faster, saving up to 1 hour of time per day. In terms of the year and the number of employees, scooters pay off in 6 months.

See? Just by recognizing the associations of the client, we radically change the text vector, and this can significantly increase its efficiency and conversion. That’s how this technique works.

Conclusion

This copywriting technique is pretty simple, yet very powerful. Moreover, it can be used not only in copywriting, but also in everyday life. When interacting with people. The only difficulty is to correctly determine the associations of the audience and correctly adapt to them. For more information on how to do this, watch on this free course on YouTube.

Best regards, Dan.

My associations: 1) a cat, 2) a bucket, 3) TetraPak, 4) omelette, 5) lactose, 6) a calf, 7) children, 8) yogurt, 9) fridge, 10) souffle