Struggling to convince skeptical visitors to take a chance on your products, programs, or packages?
Try this cellulite-inspired copywriting technique. In the video, I share a simple copywriting shift that’ll help resistance-riddled prospects open up and make space for the belief they need to buy.
Transcript:
If you’re marketing to an audience that is jaded, skeptical, or in a lot of pain, try this simple tip that will help make your marketing claims more believable.
So more prospects convert into customers.
Hi, I’m Paige from The Impact Copywriter. And I help founders and marketers boost the conversion rates for their most critical campaigns by focusing specifically on their marketing messages, or as we like to call it, the copy.
Today, I’m sharing a simple shift that you can make in your messaging to soften the claims you’re making to make them more believable for prospects who have a lot of resistance.
This was something I realized while standing outside of the gym talking to a friend of mine. We had just come out of a really hard leg day and were feeling really good about the work we had just completed in the gym.
We were having a conversation about none other than cellulite, and my friend commented, “My legs will never be smooth.” I said, “But they can be smoother.”
Just by changing the word from an absolute word (smooth) to a comparative word (smoother), it changed how she was able to receive that statement.
I saw it in her eyes when she said she couldn’t have smooth legs. You could see the resistance there. But when I said, “But they could be smoother,” you could see the acceptance.
Here’s the logic:
A person who has a lot of resistance or a lot of disbelief, they’re jaded, or they’ve experienced a lot of failure, for that person, it’s hard for them to believe in some absolute state of being that they don’t believe they can achieve.
But when you soften that statement, and instead of focusing on the absolute state, you focus on progress towards that state (which is what you’re saying when you use the “er” version of the word), you make that claim easier to believe.
Now, does this shift soften your messages?
Yes, and we don’t always want that. But if we know, based on our VOC (voice of customer) research, that our prospects are having a hard time accepting the transformation or the problem solved or the desired outcome that they really want, but they’re having a hard time believing that they can get there, softening your statements can be your way in.
So if you know your audience is jaded, skeptical, or there’s a lot of disbelief, or they’ve suffered from a lot of failed experiences, I encourage you to try this simple shift in your marketing messages to soften those statements for believability.
If you need help getting inside the minds of your best buyers so you can uncover insights like these and then turn those insights into marketing messages that help you run higher-converting campaigns, let’s chat.
Click here to start a project conversation with me.
