Each writer nightmare. We write great copy for the customer, which takes a look and says, "You can not be serious It also has sales-Y ... or ... very simple or very different ... "
I remember the days, many years ago, when he volunteered as a consultant for pet adoption from the SPCA of San Francisco. If we look back, and trained myself to what I do now. I had a lot of enthusiasm. People often teased, "You sell cats!" In fact, many visitors come to the hair bundle of joy into square.
Kept our volunteer coordinator reminds us ... "Do not judge the visitors do not go home with the person you crazy Adopt is probably the best thing that ever happened to a dog
Correctly.
Version works the same way. We do not judge our friends how dogs and cats. We do not read copy our customers as our own.
I tell my clients, "may not like this version, but not the target market, even if you think you look like customers."
Here are 3 reasons.
1. Customers who live on another planet.
If you hang around the Internet, you can develop a unique lifestyle. For example, some of my best friends are people I've ever met. We exchanged emails and phone calls over the years. Is my favorite web designer living in America, in Brazil.
And hear the same promises over and over again. "Bring traffic to your site." "Attracting all the clients you can handle."
But if you are targeting ordinary people (who met their best friends in people), and a lot of buzz provisions seem new and exciting.
"Without marketing hype? Loved it, "purred the view over the land in recent times." This is a whole new way of looking at marketing. "
Your world can not be online. Maybe you live in fitness and training, financing or cooking. But there are your prospects familiar look new and exciting in your target market.
2. Customers want to be sold.
They know that you do not create websites and create brochures for your well being and collect gold stars in your permanent records.
And if they want the service are looking for reasons to say "yes." Think about all those ads of Madison Avenue with the theme. "You deserve it" or "You're worth it." They offer allows us to spend our money.
As you delicious and - drum roll - meet their real needs, and really appreciate your customers know that you offer.
Recently, I was paid for my services, "Frank", and potential customers that sells fitness services. Reluctantly, I called the site wrote for "Tom" - a financial professional who was terrified that we were a very difficult sale.
Frank impressed. "It is not the slightest aggression. They warm and very friendly! Tom seems to be a good man. "
We always talk about. But when he sees Frank fitness site, I bet, and he said: "Or - do you think that we sell very difficult"
3. Customers do not want to stop and think.
Some words and phrases slow us down. For some good examples, and make your college textbooks and maybe a few magazines. You will see words like "elsewhere", "conservative intuitive," "good," and more. (I know, I wrote a lot.)
How to read college textbooks? I bet that you have read the notes slowly and strongly linked to your yellow highlighter.
Unfortunately, visitors to the site to have a copy of a study. Should help create ideas and move quickly.
Who gets the better of her:
(A) "Although you can work hard, you can not see the results for a long time."
(B) "but you can work hard and wait an eternity for the results."
The bottom line: Expect surprises when it detects your copy of clients, especially if you are new to market yourself and your products. I bonded when I wrote the title of your career 21 days Makeover Extreme: Does my site is the virtual equivalent of a used car lot?
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