You Have an awesome ad title (If not, check out our last blog).
Now for the content. Answer these questions:
- Are you a professional Writer?
- Do you hold a Masters Degree in Creative writing?
If you answered ‘NO’ to both of those questions then congratulations, you are amazingly well placed to write awesome sales copy today!
Semi Professional writers can often fall into the trap of trying to be too poetic and concentrate on producing prose that wouldn’t look out of place, scrambling for attention in a D. H. Lawrence appreciation society.
In our last blog, I asked you to speak to a potential client about your product or service. Your aim was to inspire them to put on hold all their other mental processes just so they could listen to the wonder that is you.
Ask yourself, if you had picked up a copy of Romeo and Juliet and started reading to them, how soon would it be before they switched off and contemplated throwing themselves into a passing skip?
The trouble is, you wouldn’t be speaking their language and what you have to say would not connect with them on any level.
(No offence to Mr Shakespeare of course. In his day he was considered working class and spoke the language of the people. I’m actually a fan).
How do you write prose that will connect with your clients?
According to renowned psychologist, Professor Steve Peters our brain is split into Three sections:
- Logical Human
The computer does not make any decisions but stores everything as a quick reference to the other two parts. So, for example if your last Newcastle pizza delivery came complete with toenails and used chewing gum, then the computer would recognise ‘Fresh Mint and hard as Nails Pizza Delivery’ as a place you have had a negative reaction to in the past.
The Emotive and Logical human are the parts that make the actual decisions. The first to react, and normally the strongest influence is the emotive part.
As a species, we crave emotional stimulation. It makes sense therefore, to make sure your reader has an emotional reason to purchase your product as well as a logical and practical one.
As well as craving emotion, we are also used to getting what we want quickly and will quickly ignore things that fail to satisfy that need.
Look at these two Adverts:
Popular Gluten Free Recipes
3 Page Guide – Free PDF Download
Delicious, Quick and Easy to Prepare CTR (Click Through Rate) 0.1%
Popular Gluten Free Recipes
Delicious, Quick and Easy to Prepare
3 Page Guide – Free PDF Download CTR 3.6%
These ads are practically identical, yet the second one got 36 times more response than the first.
Because lines two and three were swapped. The emotional incentive happens sooner, which inspires the reader to read on and click.
The third line appeals more to your logical human, so your entire brain is in unison when deciding to click through to that ad.
Place yourself in the mind of your customer and list the attributes of what you offer into two sections:
The Benefits are the emotional pay off of the product or service and the features are the practicalities of what your customer actually receives.
The features and benefits of a company selling healthy eating recipes may include:
- Free Exercise booklet.
- Nutritional breakdown of the food.
- Video tutorial.
- Step by Step instructions.
- Lose 50% of your body fat in three days.
- Convert your fat to muscle.
- Show off your six pack this summer.
- Be the envy of your friends.
I’ve deliberately listed the features and benefits in the ‘wrong’ order above.
Just as an experiment read the benefits first then go onto the features. Did you find yourself more willing to read the features than you did the first time?
You don’t have space to list all of the benefits and features of your product in a single Google ad (I hope!!). With that in mind, make sure your client has sufficient emotional reasons to click through to your website or sales page.
How to Speak the Language of Your Customer.
I’d like to ask you a question or three:
- Are you just like everybody else?
- Are you interested in exactly the same things that everyone else is?
- Do you communicate in exactly the same way as every other human being?
I’m going to assume that all three questions received a resounding ‘NO!’
And, of course they did. You are unique. There will never be another you.
You do share common interests with other people and those common interests imply a certain type of language and communication that would be alien and frankly, boring to anyone who does not share your interest.
Let’s take the qualification needed to be a patisserie chef. Google displays the following ad:
QCF Level 3 Diploma in Professional Patisserie. The Diploma in Patisserie is an Ofqual accredited qualification that reflects your ability to work professionally as aPastry Chef.
Now, unless you are actually considering this qualification or you are already a pastry chef, then the chances are the above ad will be about as exciting as a bedtime story with the speaking clock.
As such you’d ignore it.
Which is great. It means the ad will ONLY attract people who would be interested in their service.
Now, think about your product and identify the unique language that your clients speak. What words or key phrases would mean so much to your clients but would be practically meaningless to almost everybody else?
Once you have those you have defined your niche.
You are speaking directly to your customers in a language ONLY they will want to respond to. It’s like a secret code, hidden in plain sight.
How to make my web pages into money making machines.
You sell stuff on your website, or direct people toward a physical location but the end result is the same. That being the case you can use all the techniques we have outlined here to help you write stunning copy.
The same rules still apply in longform:
- Give people an emotional reason to purchase your product not just once but again and again.
- Give people a practical reason to purchase your product.
- Keep it simple
Richard Branson attributes much of his success to the simplicity in language that his sales copy employs. You are not there to look clever, setting your superior intelligence apart from your minions of customers. You are providing a service and want to be trusted and approachable. Speak the language of your customers and they will want to talk to you.
- Keep it relevant
Oh, and avoid writing your CV on your sales page. I’ve seen so many people so desperate to prove that they are the best, that they forget the purpose of the site and list their various achievements since birth.
No one cares how long you went to business school ‘x’ or studied food prep, gaining food prep qualifications’ x y and z’. That is not the reason they logged onto your site.
They logged on hoping for a question to be answered and a solution to be found to their problem in the simplest way possible. If they have to read through mountains of text first then that simple journey starts to feel more like they are wading through treacle and people simply won’t do that. They don’t have to. You are not the only one with a solution to their problem. They’ll log off and go elsewhere.
The other major advantage in employing the same technique as you use in your ad copy is that when your clients log on, they see the information that they wanted to see, with a clear path leading right to the buy it now button. It solves a problem for them and makes you money.
On top of this, Google will become your new best friend. Because your ad generates so much quality traffic your CPC will actually go DOWN. Your natural SEO page rankings will rise too, meaning the need for ads in the future can be saved for more select and specific promotions and offers.
I hope this has helped. Our Next blog will be looking at how you can unlock your inner mind reader to truly understand and connect with your clients.
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