Unfortunately, you see a lot of marketing copy these days that’s written for people who will never buy.
What I mean is …
The messaging attempts to convince people that they need a particular product or service.
You can identify this problem because the copy has little to do prospects’ desired outcomes.
Instead, it focuses on random facts that try to change the person’s mind about their situation.
The reality is, there’s a critical difference between convincing and persuading.
Convincing requires you to sway someone’s beliefs in a manner that matches your position.
This is extremely difficult to do.
For proof, head over to Facebook right now …
Pick any political post in your newsfeed. Then look for a comment that says something like, “You’re right. You completely changed my opinion on this topic.”
Do you think you’ll find one?
Not a chance.
You see, people hold tight to their beliefs.
And here’s the thing:
When you attempt to change them, they grasp onto their beliefs even tighter.
Now, persuading is a different story because it involves tapping into desires that are already present.
It's important you understand this difference …
Because you can’t create desire where none exists.
Let me say that again …
You can’t create desire where none exists.
So direct your messaging to people who already understand the need for what you sell.
Don’t worry about those who must be convinced that what you offer is best for them.
These people will not buy from you, regardless of what you say.
Does McDonald’s try to convince vegans that the Big Mac is a tasty dinner option?
Of course not!
Remember, too, convincing creates poor positioning for your brand.
It can make you look desperate.
Worse yet, it repels your potential buyers because you’re not addressing their concerns or desired outcomes.
So take a hard look at your messaging and ask yourself …
Am I trying to convince or persuade?
Talk soon,
Tom Trush
Direct-Response Copywriter/Marketing Strategist
P.S. Whenever you’re ready, here are a couple ways I can help you:
1. Work one-on-one with you.
If you'd like to work directly with me to develop some marketing initiatives for your business, you have a few options. Just reply back and tell me a little about your business and what you'd like to work on together. I'll follow up with additional details.
2. Join my Marketing Multiplier case study group.
During this case study program, we go after specific marketing goals in your business over a 90-day period. We work together to implement strategies and test concepts to reach these goals. Along the way, we also look to uncover overlooked revenue within your existing outreach.