Control how your product is perceived with well chosen words
Picture two products side-by-side. They’re exactly the same – the same specification, the same price. And they look identical, too.
The prospect has no way of discerning between either based on looks, price or any other frame of reference available to them.
All you have available to make the sale are the words you use. And the best words win. It’s that simple.
So, when the stakes are high, what do you do?
...Here’s what you wouldn’t do: Write dull, lifeless copy, which rolls out all the same clichés as your competitors.
Yet, faced with the possibility of nearly making a sale or encouraging the ever-sceptical reader to take action, companies often pull back from the brink at the very moment it matters.
They go bland. Mediocre. Inoffensive.
When most companies are none of those, really. We’re pretty sure you have a great story, and a product worthy of delivering a ton of value.
But when it comes to telling your own story, often something doesn’t quite connect.
What’s the answer to writing winning copy? Well, we believe it comes in three parts:
- Identification – understanding on a deep level who your audience is and how their perception of your brand or business intersects with their emotional beliefs
- Engagement – connecting with those emotional beliefs and demonstrating your understanding and empathy with them through the use of story
- Conversion – developing strong enough trust, credibility and belief in your brand or business so your audience takes action beneficial to you, e.g. buys from you.
Rarely do business and brands conquer all three, although many are good at least one.
Of course, the most important stage is No.1.
Without identifying your audience and developing an understanding and empathy with them, you’ll struggle to engage or convert.
That’s where we start. That’s where every conversation starts.
Only once you’ve identified the right audience can you engage meaningfully and authentically.
“It just wasn’t possible to create the level of momentum we have now without Hello Genius.”
“To see the quality, the frequency and the volume of content coming through which we can now use to get our message out in the marketplace has been really refreshing.”Pete Byrne, esphr