If you’ve ever booked a holiday resort, or hotel or tried to pick a fancy restaurant for a special event then you’re probably familiar with Trip Advisor.
A travel website with a difference, it’s powered by the opinions and photos of people who have actually stayed and dined in the featured locations.
Using the site can be pretty addictive. Back in the day, you had to trust travel brochures or websites and naturally all of them showed you their ‘best side’. Today, with Trip Advisor you get a much more rounded feel of a venue’s plus and minus points.
But why is this important?
Because it helps a potential customer visualise what the experience will really be like.
And when you visualise something you really want, it has a way of pulling you towards it.
When you’re comparing your shortlist of hotels for example, you’re already imagining yourself using the monsoon shower, or getting comfortable and snuggled in the queen size bed watching the flat screen TV. Maybe you’re thinking about where it’s located and wandering around the area taking in the sights. Perhaps reading the reviews you’re imagining the friendly staff and the delicious restaurant food, so well described you can almost taste it.
Through this process, you’re becoming emotionally attached to the product and more confident about the purchase.
So how can you achieve the same thing? Obviously photos and videos can help, but here are a few tips you can use in your copywriting.
1. Tell them what they’ll do
While it might seem obvious to you how your product works, it’s worth spelling it out. Put yourself in your customer’s shoes. If you’re a service professional will they contact you by phone? Skype? Face to face in an office? Will they be able to tell you what they want or will you be advising them on what’s best?
If you’re selling a course or program does your customer know what is expected of them? Will they need to do homework? Watch videos? Listen to audio files or follow instructions online?
If it’s a live event, how will they participate? What speakers will they listen to? What subjects will they learn about?
2. Tell them what they’ll see
Now that your prospect has an idea of how they will use your product, think about the visuals they will experience.
If possible, use photos of you, your office, the inside of your ebook, a screenshot of their online dashboard or member’s area for example.
If you’re without photos, you don’t have to be as descriptive as a Tolkein novel, just make it easier for your reader to picture using your product or service.
All our classes are held in light airy conference rooms large enough to seat 15 people in ergonomic chairs at 2-seater desks. The rooms have breath-taking views over the city from the 30th floor. The natural light, view, and amenities mean you can learn new skills in comfort.
3. Tell them what they’ll get (and when)
If you have a physical product, or a digital download, make it clear what they’re going to receive and when. In addition to giving your customer confidence about buying, it also helps you manage their expectations.
If they buy an ebook but are expecting a physical hardback, they’re going to be disappointed (even if the content is the same). It’s important for your reader to know whether they will receive their information by email, in the post, if the product is physical or digital and whether it will be sent to them, or if they’ll have to login to a separate area to receive what you have for them.
Customers today expect this information when making a purchase, so make sure you’re not a step behind your competition by missing out these details.
4. Tell them how they’ll feel (and why)
Everything we do in copywriting is to make our reader take action and rousing their emotions is a key part of this.
Too often businesses assume their customer will know that they’re going to feel relief, peace-of-mind, enjoyment etc just by describing what the product is or does.
But smart business owners know that it’s more effective to point out the link, rather than hope their customer makes the connection.
After 6 hours of 1:1 mentoring you leave with an action plan tailored to you and your business that you’ll feel you can actually achieve. Expect to go home more fired up about your business, less overwhelmed and confident about conquering your industry!
So, have a look at your copy. Is it clear what your customer will experience by working with you? Or do you need to add in a few more details to really bring it to life in your copy? Let me know below!