When things are tough businesses need to look at ways to take what they already have and make more from them.
This week's blog and the next few blogs will look at a few simple examples of how with no money needed you can boost responses from what you do.
Whether you have a product or service just think about how you could apply the observations below to your business or situation. Let's get started:
Angles and DimensionsWhen you take on a new property, or doing a home visit for a buyer client, you check measurements and sizes, You help paint the picture for the client or a prospective buyer using some specifics
You need to do the same with your copy - but in this case, your dimensions are:
- your client's frustrations, their worries, and their desires
- your service or product features and the benefits they provide BUT you need to focus on the end benefit the user of your service or product will get = not the nitty-gritty of the technical spec of what you offer.
- Focus on the "Before" then focus on the "Afters" - not in the sense of most writers but how the user will emotionally FEEL after they have had the benefit of what you do or offer
- specifics - make sure you are very specific about the end benefit they get
- How do you REALLY add value to the user's life - decide that and dimensionalise it - make it real
- Will what you offer, or what your service or product does make the user more efficient? Will it save them money? Is it cheaper than what they do now or from what a competitor offers? Will it make their life easier than they have it now?
- And for each one of those how much will it save them, how much more efficient were they: i.e "Before using xyz credit chasing system we were losing £1500 of payments a day that should have been in our bank account, not theirs. Now that we use ABC service we not only get that £1500 a day of delayed invoicing but have also made production gains of £200 a day on top, a more responsive client base to payment demands, and can recycle our cash more quickly."
- Just saying they "save money" no longer seems strong enough does it?
- In the words one of the greatest modern copywriters, if not all time, sadly deceased this year, Clayton Makepeace, you have to connect the benefit to the "deepest resident emotion" i.e. how will your user personally FEEL after they have enjoyed your service or product benefit?
- It's a difficult one to get right but if you do you will benefit by responses: increases of 2x, 4x even 25x what you may be used too.
Which brings me to the "Angles" part....
To get the right dominant emotion, you have to really understand your audience. Here are just a few examples of the types of things you need to know about your target audience:
- What keeps them awake at night?
- What do they know today they did not know yesterday?
- If we were here in three years time what would have had to have changed to make them feel they have accomplished something in those 3 years compared to where they are now?
- Their commonest fear?
- Their strongest desire?
- Their experiences of being to what you do, your competitors do?
- Salary Brackets?
- What do they read?
- What do they watch?
- What fears do they have about moving home?
- Then you can create an "avatar" - a framework of your ideal customer.
Then you write your promotion, your video sales letter, your sales copy to that ONE person.
We all know the sales interview questions when the interviewer takes out a pen or pencil and asks the potential recruit to "sell them" the pen or pencil.
90% of salespeople will describe what they see rather than discover how it will be used i.e. they do not explore the "angles" relating to their prospect.
i.e. First Candidate: it has 5 sides.
As opposed to the Second Candidate:
Q: Where would you use it? A: On a train, in a cafe between appointments, on a plane Q: So, as this pen/pencil has five sides that means it will be very difficult for it to roll off the table or any foldable tray on a plane or train journey, so you won't have to embarrassingly fumble around for it, something I am sure you would find useful, right? A: yes...
Then you would move to the next feature and benefit you uncover.
Now, there may be lots of different features about what you and your business specifically do that give different benefits to your end-user. You have to decide which ones should take priority and relay those to your target audience by giving it and angle and a dimension.
If you get your "Angles" right and get your dimensions right too, your sales efforts, in print, video or face to face will be massively rewarded.
Until next time.....