This post is about butchers shops…
…and how to write copy that makes it easy for your customer to say yes to your offer of course.
The former without the latter would just be a tale of giblets rather than the valuable copywriting technique you can put to use today.
Now about those butchers.
Every day I take a post-lunch walk to mull over the questions and conundrums from the morning’s copywriting. At one point I pass a cluster of local shops: a butchers, greengrocers, craft store, bookshop. I tend to get reflective about local businesses, how I’d like to see them do well, and wouldn’t it be great to support them…
Pretty soon I’m whipped up into a fever of loving my community and am ready to shun the lure of the supermarket and march straight into the butchers and buy some fresh meat for the evening meal.
As I approach I see the A-board outside telling me that they have:
28 day matured sirloin steak
Wow… that sounds pretty good. I glance up at the window and see display upon display of lots of meat.
And then the questions start.
- How much would I need for just me and my husband?
- What do I do with it? How long does it keep?
- What’s the best way to cook it?
- Is it difficult to cook?
- Is there a chance I’m going to end up ruining it? (I love food. I do not love to cook.)
- What do I serve it with?
- What if there’s something better in the window?
- How do I even know what all that pink stuff in the window is?
…and then I walk on.
There’s just too much for me to figure out in my head, and I don’t think I’m the best person to make the decision.
That was the part about the butchers shop. Now we move onto how this helps you in your copy:
Your customer doesn’t know what you know
Fairly simple and yet a lot of businesses still write copy as though their customers know what’s best for them. A lot of the time they don’t. I certainly know very little about meat but I have no idea how patient the butcher is going to be with me and my questions. It’s the same for your customers.
Imagine the following example from a coaching website:
|Package 1||Package 2||Package 3|
|4 x 60 minute sessions||6 x 60 minute sessions||4 x 120 minute sessions|
|Coaching via Skype||Coaching via Skype||Coaching by Skype or in person|
|Coaching blueprint||Coaching strategy map||Coaching vision action plan|
If you offer multiple packages to customers go and have a look at them now… okay, now ask yourself this question:
Can your customer see easily which package is best for their situation?
Or do you just present the options and leave it up to them to choose? If so you’re missing a trick because:
- Your customer won’t necessarily know which package is the best option just by seeing the contents
- Instead of asking you, they’re more likely to click away and find a business that provides more guidance.
The solution is absurdly simple:
Ask them what they want and make the choice for them
In this portion of the post we blend butcher tales (not tails) and writing techniques to make a lovely copy casserole of success…
The solution is very simple, absurdly so I think I said. All that is required is for you to create a piece of copy that goes like this:
- Are struggling with
- Are in this situation
- Need to solve X problem
- Are looking for
- Have a
Then you should choose…
- Make the flippin’ choice for them.
This is not being forceful, this is being helpful. You are being a useful expert who is saying to your customer:
Based on your symptoms, this is the best prescription to cure you.
So how would it look in our above examples?
The butcher could have switched up his A-board to say:
All you need for a simple delicious steak dinner for 2 £X (with instructions if needed!)
That’s my kind of offer!
Or for our coaching packages, simply outline which package is best for which situation:
If you want to make a focused change in on area of behaviour, this package is for you. Perfect for changing habits: giving up smoking, conquering over eating etc or overcoming a single phobia such as flying or public speaking.
See, not forceful at all, just really helpful.
And what’s more, bloomin’ simple to do!
So, if you offer packages, or list services on your website but don’t tell your customer how to choose, you could be leaving money on the table as they go elsewhere.
Spend a few minutes, whip up some copy and you’re away!