Portland SEO | Beaverton Search Engine Copywriting | Lake Oswego

Your advertising copy has to garner attention from your customer in seconds or you’re just blowing money out the back door. If your public notice of sale doesn’t have the power to proclaim your business, you’re dead.  No ifs, buts, and ands about it.  You can’t have a suckie public notice of sale, going out your door.  All your notices to increase consumer desire must speak right into their desires and wishes.  You almost have to read their minds and “enter the conversation in their head”.

That’s why; (if you’re writing advertising copy) a survey can be one of your best weapons in your quest to dominate your competition. This survey will bust right through the hype, pitches, puffery, and squibness of your competitions “white noise” marketing.  Why, because you will know the buying language of your target market.  You will be able to make announcements that will make your selling 4x more effective and become a blazon for your target market.  Also, your PR will go up (because you will be speaking to the concerns specifically to the target market and they’ll love you for it, more about this later), and you will be able to buildup massive sales and you’ll be exhibiting empathy with your target market.  You’ll be announcing to your target market, “hey, I care about what your problems are, and I understand you.” Because of this, as an exposition, you’ll be showing them, by proxy, that you can fix the problem and they’ll be happy to have made your acquaintance.

What will your competition still be doing?  They will still be ballyhooing, blasting, and hard promoting their company history and how their “the most trusted and industry leader” in the industry. Take a look at the advertising you see all the time, doesn’t puffery make you think, “yeah, right…”  I can promise you that if you talk any way but the way your consumers talk in their own head, you will lose the advertising copy war.

Example:

Do you think, when Jonny gets up in the morning and has to get his car washed (let’s assume  that’s your business) and you put out an advertising plug that says, “the most trusted, family owned, and open for 1000 years (exaggeration for effect here)” promo in front of him.  Do you think he thinks, “Wow, they must really be the most trusted brand out there, and they must be the best because they’ve been open for x amount of years.”  No, at best, Jonny thinks, well, at least they might be good, because they’ve been open for X amount of years, and I don’t believe that they are the most trusted brand anyway everyone says that. So he keeps looking down the page and sees another advertisement, and it says, “X company has been open x number of years and we’re the most trusted brand in…”  Oops, see, you already have a problem because your ad says the same thing your competitor’s does.  Now, your credibility is ruined because you begin to sell apples to apples.  If you want to win the advertising copy war (and it really is war), then you have to be an orange in a room full of apples.

To increase your billing, you must become the orange. The way to become the orange in a room full of apples is to begin broadcasting empathy in the form of an empathic sales letter.  You must tell Jonny what he wants by asking him what he wants.  Your survey can reveal, “Hey, I want this done fast, and I don’t want to anyone to steal the stuff in my car when I’m doing it.”  So what do you do with this information?  You start displaying in all your ads, “Local Company proclaims: I will get your car washed fast, and I will personally make sure nothing is stolen out of your car when we do it.”  Jonny then looks over at your screamer of a headline, and says, “Hey, that’s for me, that’s exactly what I was looking for.” And guess who has won the exhibition between your company and company X.  You have, because you get him to read your advertising and your advertising copy sticks in his head, because you spoke to HIS needs, and HIS wants.  You didn’t try to declare to him what you wanted to disclose in your proclamation; you disclosed to him what he needed to hear in your promotion.  You didn’t need the hoopla, the self promoting jargon, and the crappy posting of things that your customer didn’t need in the first place.  You’ll have advanced your business light years beyond your competition, because you’ve touched your prospects biggest interest… Himself or Herself (let’s be PR about it) and your customer will beat the drums to let the world know about you (more about this in just a second).

Once, you have him, you deliver results with your promise, and what do you think Jonny does for you?  He starts to become your publicity machine, because he becomes a herald in your business and he’ll endorse you whole heartily.  He loves, trusts, and refers business to you, because you spoke his language.  He starts to spread his experience with you, and gets you more business. Which is advertising you don’t even pay for:  word of mouth is stimulated and it starts to circularize and guess what, because it’s advertising copy, it reaches MANY customers just like him, and it makes all your customers promulgate and expose your business to their friends. This kind of advertising copy advances your business, and announces to the world that you are the leader in the industry without saying it.  You didn’t need to get on a soapbox and hard sell them, nope, you cut through the hype, and this type of advertising copy notifies your customers that you truly “get” there needs.  You’ve become an advisor instead of hypey announcer.  You reveal empathy to them and the business will come in swarms.

So if you’re writing advertising copy for the purpose of publicizing for the purpose of selling or causing one to want to use your business or service, then you have to increase your billing by boosting your empathy.  You have to communicate and apprise that you understand your target market and make known that you care about your customers needs.  You’ll have to make known you’re in the problem solution business by not making pitches.  This way you’re not pushing a sale, you’re magnetically attracting sales.  You’re also informing your customers that your competition is just flaunting and hard pitching and using hype in their advertising copy, because you speak their language.  And you customer will gladly become your unpaid press agent, and put you on the map.  You’ll be soft selling and you will be making a big splash and people will feel like they’ve uncovered and unmasked a major secret.  You’re spot will no longer just tout your business; it will make sponsors in your business.  And you will dominate your competition.

Wanna know more about setting your internet marketing advertising conversions on fire?

Check out this next post – How to Read Your Customer’s Mind