Convenience And Satisfaction Equal Marketing Results

The Dark Desire of Convenience

It's all about convenience and satisfaction. And no one wants to admit that these traits – Lethargy, Vanity, Frugality play a role in a buying process. But did you know they do play key roles in marketing and ad copy?

You may not realize it, but every ad for (example) a skin-tightening, wrinkle-erasing facial cream or quick-fix, low payment diet product appeals to these traits.

I’ll let you in on a little secret… I’m vain.  Yup. I colored my hair for years because I couldn't stand to see the little straggly bits of grey that marring the otherwise rich dark brown/auburn color of my straight, short mop. 

It was bigger than me. On many occasions I told myself, "I’m going to let it go this time". But I gave in to my vanity. The next thing I knew I was sitting in the chair at favourite stylist's salon.

It didn't hurt that she was close by, didn't charge an arm and a leg, and always told me I looked great afterward.  

How was any of this important?

• It was convenient 

•  It was a great value

•  It satisfied my vanity 

All in all. It solved a nagging problem for me.

Now that's great marketing and she probably didn't realize it. So what can you do with your marketing to appeal to prospects' need for convenience and satisfaction?

Who Wants Convenience and Satisfaction?

The thing is, all buyers are looking for the same things. Deep down, it's all about convenience and satisfaction in the buying experience as they seek a solution to the problem at hand.

Customers don't generally admit that they're looking for a good deal. They don’t really want to have to shop ‘til they drop to find one either. And they certainly don't share that they buy stuff because they hope it will put an end to their secret angst once they take advantage of that product or service.

But rest assured, you’d be hard pressed not to find copy that appeals to these issues. Because a message that appeals on an emotional level carries great influence.

People buy for emotional reasons. And it's easy for them to justify the purchase when you let them know the benefits of your product or service satisfy those intense emotional concerns and needs.

So while you’re ramping up your copy for that one-of-a-kind, life-altering product, let prospects know -- as early as possible in your message -- what they get from it. Tell them how it will alter their lives; how easy it is to buy; how they will be sexier, or more attractive for having used your product or service. That's right... by appeal to their deepest emotions, desires and anxieties.

Build up an irresistible offer, and promise even more. Highlight features and describe their respective benefits in detail. Be sure to support your claim(s) with verified data and put the icing on the cake with great testimonials.

Convey The Benefits Through Your Message

When you craft your message, think about these elements as part of your sales copy. They can help to enhance the level of convenience and satisfaction in the overall experience: 

√  Make it super easy to make the purchase (minimal steps, clear instructions and easy payment options) 

√  Offer great value - the prospect thinks he’s running away with something very high-end, at your special low price 

√  Make your message sound like the offer is exclusive to them (the more unique or in short supply a product appears, the more people tend to desire the goods, or want to be a part of something) 

√  Make the prospect believe your product will make them a better person, or put their worries or fears to rest, and others will also ask what they did to change.

Hey, just a reminder though. Don't be cheesy or salesy in you message. Always be genuine and truthful about the information you're sharing. Refrain from forcing people to like your product or service. Let the facts (features and benefits) speak for themselves. No one likes to be sold to, but people do will buy when you solve a problem that troubles them on a deep level, and offer convenience and satisfaction.

I'd love to see your comments or questions. And let me know if this article was useful to you.

If you need more information about effective writing solutions, connect with me. I'm happy to provide basic guidance.

How To Get Results From Your Copy

Ask yourself... What is one of the biggest worries you face after writing your copy for that spectacular ad or promotional piece.... The results it will get, right?

While writing you ask yourself:  What should I include to ensure responses, comments, opt-ins, subscriptions, sales conversions or other measurable results?

You go about preparing your copy, which includes (in your estimation) your fabulous Headline. Your introduction paragraph will have your prospect/audience eating out of your hand -- you've made a connection and built your trust level. You've introduced and described your product, then you laid out its benefits and proof of its effectiveness -- removing any possible objections for its purchase. The prospect's problem is now solved.  In your mind, it's a done deal.

You're finishing up your masterpiece with those last few dots on the "I"s and crosses on the "T"s, and thanking your audience for their attention.  They've stuck with you to the end of your copy.... but now what?  

There's a vital element missing: the one thing that if left out, will ensure the failure of your entire promotional piece.    

So what's missing? You've left your prospect standing alone in the middle of a field, just staring blankly to the sky -- you haven't provided clear direction on what the next step should be. They just don't know what to do.

Buddy has no idea where to go or what to do...

For the love of Pete.... Tell them What Action you want them to take.  

To make this thing work, you need them to do something. Anything -- to capture their contact information or keep them interested in returning to the client (especially for repeat business).

When you're writing copy, it's for a reason, right?  Therefore, any consultations with your client need to include determining the purpose of the promotion.  Make sure they let you know what their end-goal is.

Once you identify what it is the client wants to accomplish with this piece, you can begin to build your copy. You're now armed with the vital information. You know where your copy is taking you, and you can provide clear and easy directions to the prospect on how to get there.  No extra junk, no clutter.

Here are a few options (among others) to consider using as a call to action, depending on the established purpose:

• Ask prospects to sign-up for your e-mail or blog (building your lead generation);
• Ask them to click on a link to your website, for additional information about what they need to do (if it's electronic promotion or social media); 
• Provide a form to complete, to order your fabulously wonderful product or service, or just to seek more information about your company and services. 

And remember, provide clear, concise instruction.  Make it easy for them.

Without a Call to Action, your copy goes nowhere and has no purpose, so make sure you get this part right. It's a big meat-and-potatoes part of the copy.

I look forward to your input or comments, or any other calls to action you think might be useful and wish to share.

5 Ways to Connect With Your Prospects AND Turn Them Into Repeat Clients

To have any hope of turning that prospect into a repeat client (you know, the one who waffles about reading your entire ad, the one who throws your letter in the garbage can after the first paragraph) you've got to make an immediate and personal connection.

Writing on a personal level develops trust and continued interest

And to do that, you definitely need copy that grabs the prospects' attention… and keeps it.  In the end, what you are attempting here is to build a relationship.

Here are five ingredients needed in your copy to improve its effectiveness and create a friendly and familiar tone for the reader:

√ Know your prospect: Knowing who are you targeting (age group, education level, purchasing habits, sex, other demographics) allows you to focus on an individual rather than a broad group.  Your message can then be on a more personal (friend to friend) level.

√ Identify/stir a core emotion: You've got to know what keeps this prospect up at night worrying.  If he knows you can help solve his problem with your product, you've got his attention.

√ Tell a story that puts you in the prospects' shoes:  If you can relate a personal story about how you had a similar issue or problem, and how this product helped to change your life, you've created an immediate and very close connection with the prospect. Be emotional about it - it goes a long way in  keeping the reader interested in what you have to say.

√ Write as if you know your prospect personally: Communicate in a less formal manner, establish a friendly tone and write as if you were speaking to the reader face to face to build that friendship and a better connection.

√ Show you care:  Express your hope for a positive outcome to the health, success, or other issues of the prospect to show your concern and empathy.

Now that the prospect trusts you, he believes you can deliver the product that's going to solve his problem.  And you've been honest and genuine in the process -- not cheesy or salesy.

Remember that your message and tone must be sincere and authentic throughout.  People are more likely to buy from people they know, like and trust. Engage your prospect by capturing all of these elements and you will have increased success.