Copywriting is the key to generating leads and conversions. Therefore, it is important that you get it right, otherwise you might be driving away potential customers. Here is a quick guide to how you can boost your sales by ensuring that your customers know the value of your products.
You’re not selling a product. You’re selling a way of life.
What are you selling? This seems like an obvious question, but many copywriters forget to answer it before they begin. If you don’t understand your product then how will your visitors? Understanding your product will ensure that you at least know what you’re talking about. It will also allow you to better appeal to your target audience.
Now that you’ve answered that question, you need to be aware that you are not selling a product at all! You are selling a way of life. By buying your product, people will be gaining membership to an exclusive club. If you haven’t been telling them this then you haven’t been selling.
Knowing your product is important because you need to know your demographic. Once you know exactly which group you are targeting, you need decide how that group wants to be viewed and valued by society.
Let’s take a men’s watch as our example. We’ll call it the UlexX5 and then break it down.
To begin with, we know that it’s a watch. That’s cool, it tells the time, but who cares?
Does it have any other features? Can it measure air pressure, ocean depth, tides, seasons? Is it digital or analogue? For our purposes let’s also say it’s analogue and has a depth gauge.
Great, you can go diving and get home in time for dinner. Yes, but now you’re targeting a very small niche and while niches are good, unless you specialise in diving watches, you won’t have the know-how to attract that market. So we’re left with an analogue diving watch that divers won’t be interested in. Wrong!
We are in possession of a classically designed timepiece for the man who’s ready for anything. He needs this watch because when he jumps off of his yacht into the Mediterranean sea, he wants to make sure he gets back in time for his date with the Italian goddess, who looked at his watch and thought, “Wow! Now this is a real man.”
Now, whilst you know that your target audience probably don’t have yachts and goddesses, they certainly want people to think they do. Subsequently, they want items which will gain them a higher level of status by association. Your completely impractical diving watch can be that status symbol, depending on how you market it.
Lifestyle marketing like is the status quo in the luxury goods industry, and it’s the reason why people are willing to spend a ridiculous amount of money on designer goods. But that doesn’t mean their methods are exclusive. If you find that you can use them to sell your products then they can be a devastatingly powerful tool in your marketing arsenal.
Another benefit of this type of sales pitch is that you can walk away from it completely guilt free. You are not telling customers that they will get something which they won’t. You are simply creating an air of elegance around your product, which will in turn bring a sense of satisfaction to your customer. They know your product doesn’t come with a yacht, but they know they are wearing something which puts them in league with people who do own yachts, and that’s the next best thing.
One final tip on the art of selling: Enjoy It! It should be fun to create these images, and if you don’t find yourself enjoying it, then your customers more than likely won’t buy into to your vision.
For more information and top tips on how to sell your products online, visit our copywriting section.