I don’t think business owners, marketers, and copywriters deliberately sit back and say, “I’m going to toot my own horn!” I think they really believe they have the solution to their prospect’s problem and want to serve him and in turn—do what they can to present their product or service so that he’ll be convinced too.
In a video produced by Marketing Experiments titled, Are You Missing Copy on Your Page? (How Adding the Right Paragraph Generated a 36% Lift), Senior Editorial Analyst, Austin McCraw shares how one company increased their sales by 36%—the boost in response resulted after a small opening paragraph was added that focused on the prospect’s pain (the problem)—the original copy focused only on the solution.
McCraw teaches that it is not enough to know what the prospect needs, but you’ve got to transform those needs into his wants. He discusses two key principles he says are significant:
1 – Just because you identify a prospect’s need does not inspire the prospect’s need to act.
2- Transform your prospect’s need into a want. According to McCraw, this can be done by using one or more of what he calls the three “problem intensifiers.”
The 3 Problem Intensifiers:
– Relevance= the degree to which an offer is connected to the prospect’s situational motivations.
– Importance= the degree to which an offer is essential to a prospect’s livelihood.
– Urgency= the degree of immediacy associated with an offer imposed by the prospect’s situation or the time limit for purchase attached to the offer itself.
Make It Real for the Prospect: Tell a Story!
In the video, there is an example of before and after copy that shows how generic product copy was enhanced by attaching a personal story, a case study, where an actual person saw a dramatic change after actually using the product.
This gives the prospect the hope that he too can see results after purchasing the product.
McCraw reminds business owners, marketers, and copywriters how important it is to get into the customer’s mindset and know what he is feeling and dig deeper when writing copy for your sales pages and other promotions.
“You have to learn to think like the customer. So often we come to our pages with this company logic and we are just focused on what we can do…me, me, me, what I have, this is my solution, this is what I’m bringing to the table, but you haven’t adequately considered, What is the customer experiencing? What is he thinking? …you as the marketers have to learn to put yourself in the customer’s mindset….fully understand him and fully sympathize with him so that you can help him.”
But in the midst of it all, remind yourself to be that customer for a moment—since it is easy to forget that you still have to get into the prospect’s mindset to make the sale, to convince him, and to persuade him to take the action you want him to take.
You can view the entire Marketing Experiments video at: http://www.marketingexperiments.com/site-optimization/missing-copy.html
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