A Sales Copy is for selling. Yet, a lot of real estate on the copy is wasted by filling it with words and images. Good advertisements tell a story that takes the customer on a journey and convinces them to buy at the end of it.
Imagine a vacation in which everything goes as per plan. The flight takes off on time, the hotel is spic and span, the pickup vehicle arrives on time, the food is excellent, the guide is courteous, the destination is scenic. This vacation would give you peace of mind but would it be memorable? Every journey has its twists and turns, detours, ups, and downs. These deviations from the original plan create memories. Yet, most advertisements ignore this fact and merely list the benefits of their products/services.
Right now, I have an advertisement from a leading real estate developer in front of me. The ad essentially reads something like this:
We offer a podium garden and a lot of open space. All the rooms have natural light and good cross ventilation. We offer the best rate, and a lot of finance options are available.
It goes on and on, listing all the features of the project. Note the number of times "and" is used in the copy. It is akin to the journey going precisely as per our checklist. How could we add a twist to it? I am rewriting the copy replacing and with but (or some variation of it).
You spend your time in crowded offices, roads, and trains. Therefore, we have designed a podium garden so that you can relax after reaching home. Space is of premium in Mumbai. Therefore, apartments are cramped without consideration for natural light and cross ventilation. We have designed apartments that provide both of these in surplus. We are here to fulfill your dreams. Therefore, we have made the price affordable. Also, our project is approved by leading banks. So, you have a lot of financing options.
While the first copy merely lists features, the second paints a picture in front of you. It highlights an issue and immediately provides a solution. These are like the by-lanes or detours that hook the attention of the readers.
Metrics:
Look at your sales copy.
Are you having a lot of "and" in it?
Think of why you have provided the features in your product/service.
Create a story that has a lot of "but" instead of "and" in it.
Let a few customers review your copy before you finalize it.
Subodh
PS: Subscribe to these blogs by clicking here - Big Small Metrics
Comentários