TIME_person_of_2006Want to get every vis­i­tor hop­ing to prove you right?

Want to have those same vis­i­tors actively search­ing for just enough sub­stan­ti­a­tion to hang their hats on before rush­ing off to your shop­ping cart/checkout process?

Of course you would.  Once your reader wants what you say to be true, once she hopes you’re “for real,” she’ll be rout­ing for you the whole time she’s read­ing your sub­stan­ti­at­ing copy/proof.  And that’s the kind of audi­ence you want.

So even before you think about how to prove your claims, estab­lish cred­i­bil­ity, or any­thing else, you’ll want to focus on estab­lish­ing your read­ers’ emo­tional desire. Here’s how to do that…

A Seduc­tive First Men­tal Image

The core of a suc­cess­ful trick is an inter­est­ing and beau­ti­ful idea that taps into some­thing that you would like to have hap­pen. One of the things we do in our live show is I squeeze hand­fuls of water and they turn into cas­cades of money. That’s an inter­est­ing and beau­ti­ful idea.

The decep­tion is really sec­ondary. The idea is first, because the idea needs to cap­ture your imagination.”

- Teller (of Penn & Teller fame) describ­ing the neu­ro­science of magic

While all copy shares the chal­lenge of cap­tur­ing read­ers atten­tion, the best head­lines and open­ers move past gim­micks and shout­ing in order to intrigue and seduce read­ers with a men­tal image that the reader hopes to be true.  Or wishes to make true.

Infomer­cials mas­tered this tech­nique decades ago.  They always open with a strik­ing image or clip func­tion­ing as a seduc­tive “proof of concept”:

  • The Ginsu knife that cut through the tin can and could still finely slice the tomato
  • The Oxy­Clean that mag­i­cally evap­o­rate stains out of a white carpet
  • The Sham­Wow leav­ing not a trace of water on the counter and soak­ing up 20 times its weight in water, every last drop in the tray

Only after the image cap­tures the viewer’s imag­i­na­tion does the pitch­man reveal the “secret” of how the prod­uct works.

Sim­i­larly, Lifelock.com first cap­tures visitor’s imag­i­na­tion with the CEO brazenly pub­lish­ing his SSN on the home­page.  It’s only on the sec­ond or third page that vis­i­tors learn HOW Life­Lock works to keep your iden­tity safe.

And for many Web 2.0 sites, the open­ing page has become home to the quick 1–3 minute video show­ing you how eas­ily you too can kick butt with their software/product.  This screenr home­page video is a per­fect exam­ple of that.

Why it Works

hottiedrewAs it turns out, we’re really good at bend­ing logic to suport out desires, because, really, does any­one really read Play­boy “for the arti­cles?”  Our minds also suf­fer from anchor­ing bias and the effects of emo­tional prim­ing.

Basi­cally, an emo­tional image affects how we “see” or inter­pret the rest of the copy.  Here’s an exam­ple: when test sub­jects were shown a video of a car acci­dent, half of the test sub­jects were asked how fast the two cars were going when the “crashed” into each other, and half were asked how fast the cars were going when they “made con­tact.”  On aver­age, the “crashed into” group’s esti­mated speed was 10 mph faster than the “made con­tact” group.  That sim­ple phrase col­ored the entire mem­ory of the film clip.

In a sim­i­lar man­ner, your read­ers’ desire for a prod­uct can color their per­cep­tion of your sub­stan­ti­at­ing con­tent.  In other words, if you present a strik­ing and seduc­tive enough image, your read­ers will actu­ally look to con­vince them­selves with what­ever log­i­cal proof you provide.

And isn’t that the way you want it?

2 Steps to Beat­ing Buyer Procrastination
How long can you be “almost ready to buy” before you actu­ally pull the trigger?
Depends on the price point, how much you really want the thing, etc.  Still, on aver­age, it’s amaz­ing how long most of us can want some­thing that’s within our finan­cial reach and yet put off buy­ing it.  Basi­cally, some buy­ers pro­cras­ti­nate on mak­ing the purchase
Espe­cially for any item over, let’s say, $50.
Here’s the problem:
- even­tu­ally, the buyer will for­get about your prod­uct or ser­vice in order to focus on a new want
- “almost con­vinced” vis­i­tors don’t increase your con­ver­sion rate or put money in your pocket
If you want to increase your con­ver­sion rate, you have to help those buy­ers over­come their pro­cras­ti­na­tion. And this Dumb Lit­tle Man arti­cle can help you do that.  The arti­cle tells you how to beat your own pro­cras­ti­na­tion, but the prin­ci­ples apply to copy­writ­ing as well:
1) Elim­i­nate Fear
If your buy­ers are pro­cras­ti­nat­ing; they have unan­swered con­cerns.  Buy­ers aren’t lazy, they’re afraid of part­ing with their hard earned cash and not receiv­ing full value for their money.  Re-check your copy to ensure that you:
- have mate­r­ial that pre­emp­tively answers buyer ques­tions and concerns.
- Use risk rever­sals, or at the very least a guarantee
- employ user reviews, or at least have authen­tic sound­ing testimonials
- Let read­ers know if your prod­uct works even for the non-super motivated
- have an about us page that reveals your com­pany to be solid, rep­utable, and trustworthy
2) Cul­ti­vate Desire
“…start with the end in mind. How will things look when they’re all done? What will you see and how will you feel?
If you can asso­ciate strong emo­tions with the end result, you can cul­ti­vate a burn­ing desire.”
Steve Mar­tile wrote this about per­sonal pro­cras­ti­na­tion, but sim­ply switch the “you” to “your reader” you can eas­ily apply this to copy­writ­ing.  Are you act­ing as the movie direc­tor of your read­ers dreams?  Are you help­ing them see how much your prod­uct or ser­vice will allow them to kick butt, both imme­di­ately after pur­chase and long-term?  Does your copy cul­ti­vate desire?

Cultivating DesireHaven’t we all won­dered what took us so long after we made  some (really great) pur­chase that we pro­cras­ti­nated on for months or even years?

And this hap­pens with items we’d likely have said we were “almost” ready to buy!

Isn’t it amaz­ing how long most of us can want some­thing that’s well within our finan­cial reach before we actu­ally pull the trig­ger and buy it?

Well, your Web­site vis­i­tors are doing the same thing! Espe­cially for items or ser­vices that cost over, let’s say, $50.

And that ain’t good.  Here are the prob­lems with this situation:

  • even­tu­ally, the buyer will for­get about your prod­uct or ser­vice in order to focus on a new want
  • almost con­vinced” vis­i­tors don’t increase your con­ver­sion rate or put money in your pocket
  • those cus­tomer just might buy from some­one else — some­one who could con­vince them to pull the trigger

If you want to increase your con­ver­sion rate, you have to help those buy­ers over­come their pro­cras­ti­na­tion. And this Dumb Lit­tle Man arti­cle can help you do that. The arti­cle tells you how to beat your own pro­cras­ti­na­tion, but the prin­ci­ples apply to copy­writ­ing as well:

1) Elim­i­nate Fear

Buy­ers don’t pro­cras­ti­nate out of lazi­ness.  If they’re pro­cras­ti­nat­ing, they’re usu­ally afraid of part­ing with their hard earned cash and not receiv­ing full value for their money. Re-check your copy to ensure that you:

  • Have mate­r­ial that pre­emp­tively answers buyer ques­tions and concerns
  • Use risk rever­sals, or at the very least a guarantee
  • Employ user reviews, or at least have authen­tic sound­ing testimonials
  • Pro­vide ade­quate sub­stan­ti­a­tion and proof for your claims
  • Demon­strate that your prod­uct deliv­ers ben­e­fits despite nor­mal human frailties
  • Reveal your com­pany to be solid, rep­utable, and trust­wor­thy on your About Us page

2) Cul­ti­vate Desire

…start with the end in mind. How will things look when they’re all done? What will you see and how will you feel?

If you can asso­ciate strong emo­tions with the end result, you can cul­ti­vate a burn­ing desire.”

Steve Mar­tile wrote this about per­sonal pro­cras­ti­na­tion, but sim­ply switch the “you” to “your reader,” and you can eas­ily apply this to copywriting.

  • Are you act­ing as the movie direc­tor of your read­ers’ dreams?
  • Are you help­ing them see how much your prod­uct or ser­vice will allow them to kick butt, both imme­di­ately after pur­chase and long-term?
  • Does your copy cul­ti­vate desire?

It’s not uncom­mon to find copy that does one or the other well — either cul­ti­vat­ing desire or elim­i­nat­ing fear. But copy that does both is much harder to find, which is why those com­pa­nies and Web­sites that do man­age to do both enjoy a com­pet­i­tive advantage.

* Hat tip to @copyblogger for tweet­ing the link to the Dumb Lit­tle Man article.

Hyper-targeting isn’t new.  Nei­ther is intru­sive media.

But a com­bi­na­tion of the two… could be incred­i­bly effec­tive.  Just imag­ine if Face­Book had ads like this Apple Skyscraper/Banner ad:

Apple Ad

Watch the fully ani­mated ad over at The Unof­fi­cial Apple Weblog — it’s quite obvi­ously an intru­sive ad (in a good way).

For those unfa­mil­iar with the term, intru­sive basi­cally equals sound: radio or tele­vi­sion, and, to a degree, ani­mated ban­ner ads.  It’s intru­sive because you can’t close your ears and the ads inter­rupt some­thing else that you are doing, like lis­ten­ing to music or watch­ing TV or read­ing the online ver­sion of the NYT.

Yet when it comes to radio and tele­vi­sion, select­ing the show or sta­tion is as tar­geted as it gets. That’s why they call it mass media and broadcast­ing.  Direct mail, on the other hand, can be tar­geted by gen­der, age, income, buy­ing activ­i­ties, inter­ests, pro­fes­sion, etc — yet still man­ages to get dumped in the trash unopened and un-looked at a shock­ing per­cent­age of the time.

Which brings us back to the target-ability of Face­book ads.  Want to only show your ads to moth­ers of 3 kids between the ages of 32–38 who live on the west side of New­port, RI?  No sweat.  Want to make sure those same moth­ers of three actu­ally LOOK at your ad?  Hous­ton we have a prob­lem.

2009-11-04_2345As of now, Face­Book ads are mostly sta­tic and entirely with­out sound.  There also kind of, um, spammy. With­out motion or sound to attract mem­bers’ atten­tion, most ads end up look­ing like the exam­ple to the left.

But ban­ner ads/online space ads don’t have to be that way, as the recent Apple ad proves.  Nor does Face­Book have to give up edi­to­r­ial con­trol on what kind of ads get run.  Just like many fash­ion mag­a­zines already do, Face­Book could require ads to meet a cer­tain non-annoying or cool thresh­old.

Flash dri­ven ads with sound that had a high cre­ative thresh­old could prove to be the best of both worlds.  You’d get tar­geted ads that are also intru­sive enough to seduce Face­Book view­ers away from their news­feeds long enough to watch and click through.

What do you think?

Misery“Oh, hey, I’m so glad to see you, I really wanted to talk about our rela­tion­ship!  And I also think you’d make great friends with this other girl I know…”

“Um, like, I know I go to your Star­bucks a lot and see you behind the check­out counter a few times a week, but… what freak­ing rela­tion­ship are you talk­ing about?”

If that dia­logue sounds silly, it’s the kind of thing that hap­pens every day through Social Media and online tools like Twit­ter, Face­Book, Blogs, e-mail, etc.  Com­pa­nies some­how assume that because you’ve vis­ited their site or bought some­thing from them, that it is now appro­pri­ate to act as your buddy — or worse, that they can try to lever­age your friends/networks for their own, self­ish purposes.

Offline, this behav­ior would be creepy and bor­der­line stalker-ish.  Bring­ing it online doesn’t make it any­more well received, accord­ing to a new e-Marketer Dig­i­tal Intel­li­gence study:

US con­sumers are most inter­ested in brands that keep them up to date and improve their knowl­edge. And they do not want brands to act like their friends.”

So what DO con­sumers want from com­pa­nies using Social Media & Online tools?  Here are the high­lights from the study :

Help­ing con­sumers keep up to date on top­ics that were impor­tant to them was also key, fol­lowed by being enter­tain­ing, becom­ing part of a daily rou­tine, and inform­ing con­sumers about the prod­uct and the com­pany. Con­sumers were rel­a­tively unin­ter­ested in brands that tried to act like their friends.”

Sounds about right to me.

* Hat tip to Zen Pun­dit and Critt Jarvis over at Strate­gis

andiblameyouWhile I love, love, love Melissa Karnaze’s Copy­blog­ger post on how to make Writer’s Block a “Secret Weapon,” there’s like 5% 0f the time when what she describes as writer’s block isn’t quite what I experience.

Her premise: if you’re hav­ing trou­ble say­ing it, you prob­a­bly aren’t all that clear on what you want to say.

But what if you know what you want to say, but you’re goon­ing up the emo­tion? What if you need a scalpel and your pen feels like a chainsaw?

Well, even though the fol­low­ing may not make any sense, it always works for me:

  1. Go visit Post­Se­cret.
  2. Read through the secrets till you find 2–3 really juicy ones.  Not juicy as in par­tic­u­larly lurid, but as in wince induc­ing.  Your heart should go out to the per­son.  Or there should be a “pucker fac­tor” in read­ing their secret.
  3. Now that you have a few of those, pick one and start imag­in­ing the per­son who wrote it. Cre­ate a char­ac­ter, back­story, etc.
  4. Spend about 10 min­utes writ­ing the first sev­eral para­graphs or page of a short story that starts with the Post Secret state­ment and that cen­ters around your char­ac­ter.  Make sure to set a timer of some sort.

When the timer goes off you’ll be on the other side of the world from the emo­tional and men­tal state you started in.  And the bor­rowed wings of your nar­ra­tive will fly with you when you go back to writ­ing your copy.

* Spe­cial thanks to Holly Buchanan for intro­duc­ing me to Post Secret

Disgusting BathroomIn a restau­rant, clean bath­rooms por­tend clean kitchens, or so says the cliche.

Regard­less of how rea­son­able it is or isn’t, we instinc­tively attempt to con­firm a “brand promise” of atten­tion to detail in the kitchen by look­ing for evi­dence of it through­out the rest of the restaurant.

We believe in inter­nal con­sis­tency - a belief that’s hardly lim­ited to restaurants.

Clean Bath­rooms and Your Website’s UVP

where should the Unique Value Propo­si­tion go on my Website?”

Peo­ple often ask me that, and — with the clean bath­room the­ory firmly in mind — I usu­ally reply with a ques­tion of my own: “where does the cho­rus or refrain go in a song?”

Some­times it comes off as a bit of a non-sequitur, but a lit­tle guided dis­cov­ery quickly estab­lishes the fol­low­ing points about song refrains:

  1. The refrain car­ries the theme of the song.  Even when you can’t remem­ber the name of the song, you’ll usu­ally recall the refrain, because that’s the heart of the song
  2. The rest of the song fleshes out, sub­stan­ti­ates, and sup­ports the refrain.  The stan­zas and the refrain are inti­mately connected.
  3. The refrain is repeated over and over, and in the best songs, each rep­e­ti­tion gains mean­ing and emo­tional weight from the stan­zas that pre­ceded it.

To see how this works online, sim­ply sub­sti­tute “UVP” for “refrain” and “Web­site” for “song” and here’s what you get:

  1. The UVP car­ries the theme of the Web­site.  In other words the rea­son vis­i­tors would want to do busi­ness with you should lie at the heart of your online mes­sag­ing.  If it’s not, you’re spend­ing too much time talk­ing about what you want to talk about rather than what’s impor­tant to the customer.
  2. The rest of the Web­site should flesh out, sub­stan­ti­ate, and sup­port your UVP.  Peo­ple will look to see if you back-up what you claim. If the rest of your site doesn’t jibe with the UVP, you’ll lose cred­i­bil­ity and, ulti­mately, lose the sale.
  3. The UVP is repeated over and over (though not ver­ba­tim or in entirety) from dif­fer­ent angles or per­spec­tives, such that the claims and promises gain weight, cred­i­bil­ity, and emo­tional res­o­nance with each click or page.

The Bot­tom Line:

Treat­ing your UVP as a song refrain helps to insure inter­nal consistency

It forces you to check your own site for clean bath­rooms.  So when vis­i­tors look to cor­rob­o­rate your claims by cross ref­er­enc­ing the var­i­ous ele­ments and pages of your Web­site, they’ll become increas­ingly reas­sured and con­fi­dent with each click.

For exam­ple, if you are a local con­trac­tor spe­cial­iz­ing in com­plet­ing base­ment ren­o­va­tions and garage enclo­sures in half the time of tra­di­tional con­trac­tors, your Web vis­i­tors will expect to see your claimed spe­cialty and value propo­si­tion reflected in your:

  • prior work history,
  • qualifications/certifications
  • gallery of projects,
  • guar­an­tees,
  • tes­ti­mo­ni­als, etc.

If each of those ele­ments speaks to your spe­cial­ized focus and your half-the-time claims, you’ll win a lot more leads.  If they don’t sup­port your UVP, your vis­i­tors will likely go else­where for their renovations.

Also, if you claim to only hire the best, expect a fair amount of prospec­tive cus­tomers click­ing through your employ­ment pages to see what your REAL stan­dards of employ­ment are. And you bet­ter have “clean bath­rooms” because this ain’t the­ory, I’ve sat and watched vis­i­tors do exactly that via ana­lyt­ics and ser­vices such as Click Tales, OnTar­get, and Tea Leaf.

A Video­cast Full of Great “Clean Bath­room” Specifics for Websites

A great video-cast/discussion on this topic was cre­ated by my fel­low Wiz­ard of Ads Part­ner, Dave Young, when he dis­cusses the cred­i­bil­ity cues he inten­tion­ally baked into the Web­site for Roof Life of Ore­gon.

Please enable Javascript and Flash to view this Vid­dler video.

So go take a fresh look at your Web­site and ask yourself:

  • Have you woven a refrain through­out your Website’s messaging?
  • How does each page of your site work to sub­stan­ti­ate and cor­rob­o­rate your main claims/UVP?
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