If you haven’t heard of Dr. Robert Cialdini, you’re probably not a copywriter. And if you are, but you haven’t read his book “Influence,” you’re probably not serious about your craft. To make up for lost time — or as a refresher — watch this video. Powerful stuff…
I’m not unveiling any big secret by telling you that a lot of what you’ll do when selling is all about emotion. And it has to be that way.
Because we humans — the thinking animal — are perversely also designed to be jumpy, reactionary, over-zealous, anxious organisms. If it were ever in my character to use the term “hot mess,” this is where I’d use it (but it isn’t.)
However, if there is absolutely a time in any selling “event” where you cannot afford to let your prospect’s emotions get ahead of you, it’s on the order form. Yet, too often, exactly that can happen. Your prospect can become too nervous to pull the trigger and place an order.
Fortunately, this too is something you can learn to control. Today, I’ll give you fourteen things you could try.
Keep in mind, as you read through, that this list is by no means complete. Nor is it a checklist. You can try one of these things… all of them… or a mix.
And remember, the goal for each is to simply help your prospect scale that last wall of anxiety he or she might have before pulling out a credit card to order…
1) We all know putting a guarantee box on your order form can help ease worries. But in today’s age of online marketing, what about using a recorded “video guarantee” instead? Right there on the form.
2)Are their trade organizations or guilds related to what you’re selling… or if the product pitch is local, is there a trade union you could join? If yes, pay your dues and put the logo (with permission) right there on your order form.
3) Along those same lines, this is an oldie but a goodie… try adding more or larger “secure offer” icons (e.g. not just “Verisign” but “McAfee Secure” and “BBB” and a whopping big, well-designed “100% Satisfaction Guarantee” icon). Aim for at least five icons per reply page.
4) Test placement of these trust logos from the last tip. Some research says that the single best place isn’t at the top of the page or at the bottom, but rather right under or next to the “Place Your Order” button.
5) Try putting a callout box containing a testimonial — with photo — right next to submit button on the form.
6) In fact, if you’re selling online, try putting a recorded video testimonial or testimonials on the side of the reply page.
7) Here’s a twist on the “100% Satisfaction Guarantee” that might work with mid-priced items and higher: “100% + a Buck.” That is, offer a total refund if requested, plus a dollar. It’s just an extra and not too costly twist to up the ante on your guarantee.
8) If your current order form has a lot of “buy now” urgency in the language, try testing it against a “Take your time to decide, there’s no pressure — that’s what the full money back guarantee is all about” version. Urgency is good, but not so much it forces paralyzing panic.
9) Try posting a box on the order form that lists shipping/other service costs… then slashes through them in red and says prominently “Please do not worry about shipping or other service costs. We will assume that responsibility entirely.”
10) Try the same as in the last tip, but even simpler, with a callout logo that says “Free shipping on all orders, guaranteed.”
11) If there’s a discount on the offer, show it graphically and make it actionable. e.g. Instead of just saying “Get 20% Off!” before detailing the deal, say something like “Click Here to Get 20% Off” or even more official “Redeem Your 20% Savings By Clicking Here” and maybe even add a better deal with “Redeem Your 25% Savings By Clicking Here” as a second option.
12) Again especially for online offers, but when the reply page opens — or on the page, in a box — flash a callout that says, “Use this discount code to get 10% off on a two year order: LS4736.” And then auto enter that code on the order form, as though someone typed it in for your buyer.
13) Again with the reply-page testimonials, try testing between reassuring testimonials about the product… and ones directly about the shipping process, e.g. “I got my reports instantly, minutes after I ordered” or “When my order arrived, it was all there as promised… and I really liked the bonus gift you included.”
14) Before we show the reply page, flash a box that says simple, “Before we help you process your order, what name would you like us to call you during the process?” and then personalize the order form that follows according to the name they provide.
Again, just a few ideas.
Feel free to add to the list using the comment email address in the footer of this issue.
Hope you find ’em useful!
Does sex really sell?
In a poll that showed up on BizReport.com, the older the prospect you’re targeting, the more likely they are to dislike s*xy ads.
I say that, by the way, thinking it’s more complicated than people being offended. After all, a lot of men told the Adweek pollsters that they wanted to see more skin, not less.
But that doesn’t mean the ads themselves will be more effective. Just more fun to look at. And there’s a difference.
Here’s another way such copy/marketing decisions can be complex: I remember years back, hearing from some marketing consultants that worked with a clothing catalog company.
The target customers were older men of means. Golf wear, cruise wear, and the like. On the cover of one catalog, they showed a 60-or-so year old guy in his sailing clothes, on the deck of a sailboat.
As a test, they tried putting a trim and shapely 30-something woman at his side. She was, in a word, a babe. Did it help sales?
Quite the opposite. Response plunged.
Why? The consultants asked customers and got back the answer that (a) it was the wives of the men who did most of the catalog shopping for their husbands and (b) those wives thought the woman in the photo looked like a mistress.
The company tested the cover again, this time with an attractive woman of a more appropriate age. And maybe, if I remember, standing a little closer to the helm.
It boosted sales considerably.
It’s shameless, really, the way I dote. To some of my friends, it’s even downright embarrassing. Yes, I confess, I’m crazy for Cupertino — particularly the stuff that comes out of you-know-which-company.
The iPad and iPods, Macbooks, Minis, the Time Machine, the iMacs, the iSight and more — you name the Apple product, and it has passed through the halls of our home and/or extended family. Many of us are shareholders too.
Twice, I’ve even been contacted to write copy for Apple product launches (I would have loved to, but didn’t have the time in my schedule to work on what they needed done).
Why such devotion? If you’re in the same boat as I am, you “know” already. If not, you might think I’m a fool. Especially if you’re as skeptical as I usually am about the whole idea of “brand” marketing.
But here’s the thing, and I think it’s all worth noting for the sake of yours and my own marketing careers… Apple, like any other brand with clout, didn’t buy their following. They earned it. And they continue to do so.
Before you groan and roll eyes skyward, listen.
Less than 12 hours ago, my wife and I ordered a copy of an episode of the U.S. version of “The Office” from the iTunes store. It wasn’t the first time, but I accidentally clicked the link for the HD version instead of the Standard Version.
No big deal, except that it costs $1 more and has twice the file size. So I shot a note to Apple. In that short span, I got this reply:
I understand that the HD version of The Office episode, “Body Language” was purchased accidentally. I know you must be eager to have this taken care of. I am so sorry for any inconvenience this has caused. My name is John from the iTunes Store and I will do my best to help you.
John, I deeply apologize,but I was unable to locate your account based on the information that you supplied, Please reply back with the account name and the order number of the purchase.
Here is how to review your iTunes Store account’s purchase history, just follow the steps in this article:
Seeing your iTunes Store purchase history and order numbers
Once I receive your email. I will do my best to credit you for the video.
Thank you so much for your understanding. I look forward to your reply.
Have a great day, John.
iTunes Store Customer Support
Remember, this is over an issue worth $1. I’m tempted to just let them keep it, as long as they promise to more clearly mark the links — which, by the way, I’ll bet you they will.
The company definitely makes mistakes sometimes. And no, they won’t last forever. Who can forget, after all, their big lapse in quality, innovation, hipness, and share price back in the days of John Sculley as CEO.
But here’s what I think you want to notice… Apple does well right now not just because they hire the best copywriters, but because they make sure they offer the products and service that are an easy sell.
Much as I’m not a Windows fan, I acknowledge they did the same in their early days. They appear to be doing so again, with Windows 7. Or starting to, anyway. Google, too, earns their brand recognition with a great product and not just a great marketing team.
The list could probably go on.
From a professional copywriter’s perspective, the lesson here is simple. You want to write the best copy you can to make the best effort to sell, of course. But write it when you can for the companies that serve the customers they’re selling to.
Doing that alone could radically increase the success of your career.
In the last post, we asked why some people are creative and others aren’t. This time around, let’s put it even more plain: Are YOU creative?
Even though I.Q. tests supposedly measure your brain power, there is still no “Creativity Quotient” (C.Q.) test that measures how creative you are.
But the same Scientific American research found that creative people often have similar character traits. See if any of these apply to you…
Ideational Fluency – Someone gives you a word. The more sentences, ideas, and associations you can match to that word, the more likely it is you’re a “creative type.”
Variety and Flexibility – Someone gives you an object, say a garden hose. How many different things can you do with it? The more you can think of, the better.
Original Problem Solving – Someone presents you with a puzzle or a problem. Beyond the conventional solution, how many other workable but uncommon solutions can you come up with?
Elaboration – How far can you carry an idea? That is, once you have it, can you build on it until you can actually carry it out in application?
Problem Sensitivity – When someone presents you with a problem, how many challenges related to that problem can you identify? More importantly, can you zero in on the core or most important challenge?
Redefinition – Take a look at the same problem. Can you find a way to look at it in a completely different light?
How did you measure up?
On D-Day, hundreds of thousands of Allied troops pulled off the largest invasion in history, forcing their way into Nazi-occupied Europe.
Strategy was key. So was equipment.
But the real mettle of the moment came from the soldiers staging the invasion.
This included, naturally, pilots who had to navigate a sky thick with German anti-aircraft fire.
Long before the invasion, military strategists knew this would happen. They also knew they needed top-notch fliers.
At first, they tried using intelligence tests to pick candidates. But intelligence alone as an indicator turned out to be useless in determining which pilots would be inventive enough, in a tight situation, not just to save themselves but also to save their airplanes.
Creative cognitive ability, it turned out, was only partly connected with smarts. Around the same time, a psychologist from the University of Southern California identified the crucial difference between convergent and divergent thinking.
Convergent thinking is the kind we’re used to on I.Q. tests and in math and science textbooks. It’s a way to find the single, logical, and usually most orthodox solution to a problem.
Divergent thinking, on the other hand, is more widely cast. It searches many routes, finds many solutions, and then might settle on one or the other depending on what the situation dictates.
The best fighter pilots, not so surprisingly, were those more adept at divergent thinking. When the context required, creative survival tactics prevailed.
So if it’s not IQ that matters, what is it that makes one person a convergent thinker and another person a divergent or more creative thinker?
Another study reported in Scientific American relates the story of a 43-year old art teacher in San Francisco. For most of her life, she had been a painter. She even took a job teaching art later in life.
But suddenly, she could no longer do her job. Lesson plans confused her. She couldn’t grade projects. When she could no longer remember her student’s names, she retired and took her troubles to a neurologist.
He did a brain scan and found dementia damage to her frontal and temporal lobes, mostly on the left side of her brain.
The teacher gradually lost some speech abilities. She also lost some control of herself in social situations, both of which are common with this kind of neuron damage.
But something else happened.
As her inhibitions in public waned, her creative powers grew. Her art grew more prolific, emotional, and expressive.
The neurologist dug deep into research on the disorder and found others who also had new bursts of creativity after the damage had set in, even in some who had never before been artistic or considered themselves “creative” before.
What’s this mean? No, I’m not saying that a little brain damage is something to hope for if you want to up your creativity.
But I’m sure you heard, by now, you’ve heard that there are “right-brained” and “left-brained” people. The idea is that “left-brained” people are the type you’d expect to find at, say, your accounting firm’s Christmas party.
“Right-brained” people, on the other hand, tend to be more artistic and possibly a little eccentric or scattered. Like, say, the bulk of ex-poets and actors working the tables at your local coffee shop.
Like most generalizations, this isn’t quite right.
While many of us have a bias in either creative or rational powers, the fact is that most people have both halves of their brain kicking into gear most of the time.
On the left-side, we’re processing details and performing convergent thinking. On the right side, we’re applying abstract associations between details, the work of divergent thinking.
Stroke patients who lose power on the left side of their brains tend to lose logic and language, but may suddenly become more creative. Patients who suffer right-side damage may be seem creative but also might seem more uninhibited or scattered.
The good news is that both left and right brain can work together to produce a result that’s both logical AND creative.
Take Einstein. Certainly, he had incredible powers of logic and process. He did the math, just as it had been done before he came along. But he also made the leap to creativity, finding new mathematical associations nobody else had recognized before.
Here’s the better news…
While few of us want a touch of neuron damage… and almost none of us, surely, were born an Einstein…
There actually ARE ways you can increase your creative function. And many of them simply have to do with channeling the filtering function of your left-brain.
One very simple way is just to keep reminding yourself to approach most moments in your life with curiosity.
Another is to consistently reset your attitudes toward convention. That is, simply repeat to yourself that the way things have always been done is not necessarily the way the always have to be done.
There there’s what researchers call “detail fermentation.” That’s a fancy way of saying, “do your homework.” It’s also the explanation I typically give when I tell people I don’t believe in “writer’s block.”
That is, when you fill your mind with facts and data and details relevant to the ideas you’re trying to create, the more likely you are to succeed at creating them.
Somehow, satisfying the left brain’s hunger for logic and process first… allows it to relax and let the right brain step in to find the overall creative associations between those details.
Einstein did this while searching for “E=MC2.” For years, he studied not just physics and mathematics, but astronomy and philosophy and other fields too.
So the next time you’re feeling like a failure creatively, before you give up try this tapping into this technique instead: Stop, drop, and study.
Dig into the facts and materials you have to work with. Then, and only then, see if the bigger and better ideas come.
Or maybe that title should read: “Can you judge a customer by his… computer?”
You’d have to live on the moon to have missed Apple’s long running ad campaign, “I’m a Mac, I’m a PC.” It was textbook psychographic targeting, associating the product with a personality type.
It worked, but why?
Maybe this will help explain:
In a recent study (I’m afraid I no longer have access to the source) it turns our more than half of Mac users live in the big city. Meanwhile, PC people are about 18% more likely to live in the burbs and 21% more likely to live in the countryside.
By a wide margin (50% more), Mac people love to throw parties. Or at least say they do. While about 23% of PC people say they’d rather not.
However, nearly 30% of PC people like to fit in with the group. Not so with Mac people, who tend to crave their own “uniqueness,” generally speaking.
PC people lean more to cake and candy snacks. Mac people? They’re about 7% more likely to go for peanuts and potato chips.
PC people tend to like tuna fish sandwiches more. Mac people supposedly favor bistro-type fries.
If you’re PC, you’re more likely to drink California Chardonnay and Pinot Grigio. If you’re Mac, you’ll crack open a Chianti or Cabernet Sauvignon instead.
Believe it or not, Mac people are more likely to think of themselves as tech-savvy nerds.
PC users are 43% more likely, meanwhile, to feel about as comfortable with computers as they are with learning a foreign language. Or so says the poll.
Who watches more “60 Minutes?” The Mac users. And who watches “20/20?” That would be our friends on the PC.
“Moby Dick” is more a Mac novel. And “Great Expectations” leans more toward the PC.
And on it goes.
“That’s right – it filets, it chops, it dices and
slices. It never stops. It lasts a lifetime, mows
your lawn, and it picks up the kids from school.
It plays a mean rhythm. It makes excuses for
lipstick on your collar. And it’s only a dollar,
only a dollar, only a dollar.”
– Tom Waits, “Step Right Up”
This week, I share the raw copy from a draft of a version of a sketch of a preliminary manifestation of a chapter that’s supposed to go in the book I mentioned.
Did I mention? It’s raw.
And actually, I only have space here to include an excerpt. But I thought you might like it just the same (if not, your money back… how can you beat that, right?)
So without further ado…
“Cash if You Die, Cash If You Don’t”
According to famous copywriter Drayton Bird, that subhead I just gave you above was once one of the most successful headlines in the insurance industry.
“Your safest opening,” says Drayton, who has written copy since 1957 and for clients like Ford, American Express, and Proctor & Gamble, “… is your prime benefit and offer… an instant statement, instantly comprehensible.”
About 100 years ago, copy legend John Kennedy told his boss pretty much the same thing. And then wrote it up in a book called Reason Why Advertising, “To strike the responsive chord with the reader… is to multiply the selling power of every reason-why given…”
In today’s terms, a promise your reader cares about is the single best way to grab him by the lapels. To get him to hear your message out, he first needs a reason to listen.
In the 1960s and ’70s, adman David Ogilvy used a list he’d written, called “How to Create Advertising That Sells,” to bring in new clients for his agency. What did he say inside?
“It pays to promise a benefit which is unique and competitive, and the product must deliver the benefit your promise. Most advertising promises nothing. It is doomed to fail in the marketplace… Headlines that promise to benefit sell more than those that don’t.”
Then you’ve got our friend and fellow copywriter, Clayton Makepeace, who recently told readers of his Total Package blog:
“The only reason any rational human being ever purchases anything is to derive a benefit from it! That means …any scrap of sales copy that fails to clearly, dramatically, emphatically, credibly and repeatedly present the benefits a product will deliver is destined to fail miserably.”
Or as the writer Samuel Johnson put it, when he was writing about the sales game the way it was back in the 1700s, “Promise, much promise, is the soul of advertisement.”
We definitely agree.
You won’t find many ads of any kind that don’t include at least one healthy promise, either implied or stated outright.
So why create a whole lead category just to focus on promises?
When “Promise Leads” Still Work
Because there have been times — and there are still times– when a simple, direct promise without any other touches or twists will be your best foot forward.
So, for instance, where an Offer Lead like those you just saw might read…
A HOLLYWOOD SMILE IN 3 DAYS
…OR YOUR MONEY BACK
A Promise Lead might avoid mentioning the offer up front, so it can target readers who are almost ready to be sold but not quite. This version takes away any up-front focus on the deal and puts the spotlight solely on the big claim:
A HOLLYWOOD SMILE IN 3 DAYS
Likewise, Promise Leads are more direct than the other leads you’ll read about here, in that they each get progressively less direct.
You would think that as target audiences become more aware of their options, thanks to the always-on Information Age, more direct Promise Leads would be all over the place.
After all, goes the theory, more “aware” demands more “direct,” right? Adn yet, it’s also getting progressively harder to make pure Promise Leads work. Why’s that?
We’ll look at those reasons next week.
For now, know there are times when a direct claim and little else is exactly what you need.
For instance, the Promise Lead works especially well for targeting “mostly aware” prospects that are almost ready to buy and are mostly clear on what they’re looking for.
What to Promise and When
At the Ogilvy Center for Research in San Francisco, they ran a test. They wanted to see if people bought more from TV commercials they “liked.”
It turns out, they did.
But before you start studying million-dollar Superbowl commercials, hang on. Because it turns out how the people asked defined “liked.”
It turns out they remembered and ranked ads higher not if they were clever or funny, but if they were relevant to something important to the prospect.
“Advertising works best,” wrote Drayton Bird in Commonsense Marketing, “if you promise people something they want, not — as many imagine — — if you are clever, original or shocking.”
Of course, picking the right promise is fundamental. Because it’s your statement of your intention. In exchange for your customers’ money, what will you do for them?
And we know that ads promise all kinds of things.
To make you thin or bulk you up, to make you stronger, younger, fitter, and faster. To teach you to do something you’ve always wanted to do or make something easier than you ever thought it could be.
They can promise to make you more attractive. They can promise to make you rich. Or to save you money. They can promise you a better ride, a bigger house, more beautiful skin and a beautiful dress, a smart looking suit, or a happy marriage.
They can promise to look out for your interests, if it’s an ad for someone begging your vote. They can promise to look out for someone else that you care about, in the way of a charity for a special cause.
Here’s just a sample of some classic promise-making headlines…
** How to Build A Memory In 4 Short Weeks — So Powerful It Is Beyond Your Wildest Dreams Today
** Change Your Life Next Week
** Turns up your “Digestive Furnace and burns flab right out of your body
But more often, even the straight promise has more behind it than just what it claims.
Beyond what’s written, Promise Leads often satisfy some underlying emotion.
Respect, love, friendship. Prestige among your peers. Confidence and freedom from worry. Inclusion. Safety and security. A feeling of association and even similarity with people you admire and respect.
Even more specifically, a Promise Lead is not just what it can do for the customer, but what it promises to make the customer feel about himself. And maybe most of all, how it will let him be seen be others.
Those factors are what make your claims matter to your readers.
That’s the key.
Especially when your most direct promise is your default lead. Because you have only those first few microseconds for the prospect to decide whether or not to give you any of his most precious commodity — time.
WHAT IF YOU NEVER HAD TO WORRY ABOUT
HAVING ENOUGH MONEY, EVER AGAIN?
What if you could retire within 18 to 24 months of right now — even if you’ve got little or nothing socked away in the bank — while still earning six figures every year?
Even if you aren’t looking to leave your day job, what if you could pad your income with an extra $25,000… $50,000… even $200,000… by spending just a little extra time doing this on Saturdays?
The guy who’s going to show you how puts his money where his mouth is, because he does this himself… and makes north of $200K extra each year (on top of the other $500K he makes).
And he says it only takes him a few hours each week. Wouldn’t doing even half that well be more than worth it? Absolutely. And you can set it all up in just three steps, online and from the comfort of your own home.
Even your neighbors won’t know how you do it.
Let me just preface this second bit by saying, I
don’t know diddly about reality TV.
You know I say that, in part, because I’m subconsciously trying to say something about myself… “I’m not the reality-TV-watching type.”
But also because, if you happen to be a fan of same, I want you to forgive me if I get some of these facts wrong…
There’s a show, apparently, called the “Jersey Shore.” Maybe you’ve seen it. I haven’t, but I’m wondering if I should.
Partly because I can’t begin to tell you how many people made a reference to it when they heard we were about to rent a house for a week in Ocean City, NJ.
Growing up, my Philly-based family spent lots of time at the Jersey shore. And while it wasn’t exactly like
the “yo, yo, yo” kind of big-hair experience I understand you can find on the hit TV show, I’ve got
to admit that there’s something unique to “summering” in Jersey.
Each beach town is decidedly different. But overall, it’s a place you go to meet “regular” people. The
Mediterranean cost this ain’t. The bubbly on ice is beer, not champagne. And cookouts trump caviar, by a long shot.
Nor is it, as a recent Slate article pointed out, “The Hills” — another reality show, apparently (how
is it I know nothing about what’s on TV these days?), that was all about the high and fashionable of
What Slate pointed out is that the slick, plastic-enhanced face of “The Hills” plunged from popularity
along with the economy… as the raw earthiness of the “Jersey Shore” took its place.
I don’t know if I can go as far as Slate did in romanticizing the trend. But there does seem to be
something you can take away from all this.
When the going gets tough, the tough get real. It’s a metaphor. I’ll leave it to you to decide whether it’s
an interesting one.
But it’s absolutely relevant to marketers. The face of the crowd is clearly changing. You’ll want to make sure your marketing efforts change with it too.