Did you know it’s possible to sell more by focusing less on the benefits?
That sounds sacrilegious to many who’ve studied the art of direct response copy.
But it’s true.
There have been multiple times recently where I’ve tweaked a client’s copy, especially their headline, to tone back their promises.
One of the reasons for this is to get their website approved for advertising on Google or Facebook networks.
But that’s not the only reason.
It also made their copy feel more credible.
Toning back the promise made it easier to believe…even though the original promise was true.
Your visitors are reading your website with their antennas up.
Does anything you say make them think, “You’re full of it”?
It’s common practice in many industries to overpromise and underdeliver.
And they’ve been taken advantage of so many times before.
When you make a strong promise, immediately back it up with proof.
But you can also go deeper than this.
If you truly understand your ideal customer, you can speak to them in their language.
Demonstrate empathy for the problems they’ve experiencing.
Show you understand them and what they’re going through.
What’s going on inside their head because of the problem? How might this ‘inner pain’ be compounding the problem and making it even worse?
How does it make them feel about themselves?
Let’s go even further…
Is there something wrong with the industry or the world itself that’s causing this problem?
Who or what is holding them back from their goals?
Too often our websites are so surface level that we’re forced to focus on bigger and bigger benefits to cut through the noise.
There is a better way.
You can make a deeper connection with your audience where your message resonates with them and what they already believe.
The August issue of the Monthly Mentor Club will dive deep into the key emotional triggers that cause your customers to buy more of your products and services.
It also comes with two separate form-fillable worksheets to make the implementation process easier.
Follow along in the worksheets and do the simple exercises as you go through this month’s newsletter…until you have your clear sales message…designed to consistently attract more customers and clients in your business.
The issue goes to print & mail tomorrow, on July 30th.
Join today to get this issue mailed out to you…and to access the dozens of special reports and video available immediately just for giving the Monthly Mentor Club a try.