Recently I was hired for direct response copywriting to improve the results a client was getting from text messages sent to prospects.

The copy I created increased the number of leads they received and beat their control. Now, while I can’t share the exact copy for confidentiality reasons I can share with you the elements of the new copy compared to the original control.

Deal with the confusion instead of the sale

The original text encouraged recipients to sign up directly for the product.

After talking to the client I realised that most people they were contacting still had questions about the product and the service. Instead of jumping to the sale we took a step back and dealt with their questions by writing opening copy such as:

“Questions about…”

“Confused about…”

“Wondering how to…”

This was to deliver a message that addressed what the customer was thinking when they received the marketing message.

Think about the questions your own customer has during the sales process. Are you hitting them with the offer too soon? If they’re not ready to buy they might say no there and then.

However, if you can answer your customer’s questions and clear up some of the confusion, you have a chance to continue the conversation through to the sale.

Offer low-pressure, friendly advice

The next part of the message focused on helping them with their questions. Again, not mentioning the sale. People are often put off by the idea of sales people pushing them into something they don’t need. The original control message focused on getting the recipient to register straight away. Instead I toned it down and focused on offering them advice to make a decision about what would be best for them.

In addition to offering a better level of customer service, this can reduce resistance by encouraging customers to just take the next risk-free step. This way they move closer to the sale without feeling pushed towards it.

Explain what happens if they get in touch

A great way to make a stronger call to action is to manage expectations and strip away the mystery of what happens if they take you up on your offer.

In the messages that beat the control, it explained to the customer what happened if they got in touch. Consumers expect more control over their options from companies these days. They like to know when they’re going to be contacted, by whom, for how long and what’s going to happen.

Think about when you receive a call from an unknown number on your phone. Are you more or less confident about answering it? Most people hesitate because they don’t like being on the back foot.

Managing your customers expectations by explaining clearly what will happen if they respond to your marketing message gives them more confidence about dealing with you and your company.

Next time you reach out to a prospective customer, think about whether they’re ready to hear a sales message yet, or if you need to deal with any confusion first.