How to Write Marketing Copy that Sells
By Sheri Jacobs, CAE
A legendary adman named Howard Gossage once said “People don’t read ads. They read what interests them and sometimes that happens to be an ad.” Assuming that what you are offering has unique value to your audience and that you know the best channels or tactics to deliver your marketing message, then the last ingredient to create a successful marketing campaign is being able to create an intriguing message.
A few weeks ago, I presented “How to Write Marketing Copy that Sells” at the ASAE and The Center’s Marketing and Membership Conference in Baltimore. Many of the attendees expressed an interest in learning how to connect with their members and prospects when what they are selling is sometimes intangible. Other attendees reported being frustrated with low response rates to marketing efforts due to the current economic conditions.
Below is an excerpt from my presentation in response to these challenges:
In order to write great copy, first you must know what motivates your prospects; what will change a prospect into a buyer. Second, you must know your program, product or service. This means finding out everything you can about what you are selling so that you can differentiate it in the marketplace and focus on its unique value. Finally, you must be able to connect with your audience on both an emotional level and a logical level.
Why does this matter? Because it has been estimated that about 95% of the reasons a prospect buys involves a subconscious decision.
Below are 5 of the 12 ways I suggested you can improve the response rates of your next marketing campaign.
- Show proof of value. An easy way to do this is to list two prices, with the lower price being the one you wish to sell your program, product or service for. For example, $495 may sound like a lot of money for a conference however if you show competitor’s conference rates or other sessions that are higher, then the price does not sound as high.
- Use involvement and ownership. Getting potential customers involved almost always doubles or triples response rates. For example, in the brochure copy, ask potential attendees to list three issues they will address when they return from your conference.
- Raise objections. Raise the objections and then diffuse them. If the objection is cost or “time away from the office,” suggest solutions to these issues and help your prospects resolve them. Don’t ignore them.
- Tell a story. A good story always captures a person’s attention. Instead of promoting “top-notch” educational programs on cutting edge topics from the nation’s leading speakers, you should say “We offer programs that are worth waking up at 5am and driving 3 hours to attend.”
- Be specific. Don’t say “Top-rated educational program” say “95% of past attendees rate this conference or speaker as one of the most important moves in advancing their career.”
One final thought…if we took your marketing copy and mixed it up with another association’s marketing copy would anyone cry out “Where’s my unique message?”
In their Own Words |
This article represents an excerpt from a presentation given at the 2009 ASAE Marketing & Membership Conference.