Posted on Friday, 12th September 2008 by CopywritingCat
These days website copywriting faces a big challenge. Prospective clients and buyers get tired of reading the same promotional messages on every website.
“Insider tips to take your business to the next level.”
“Transform your life in 7 easy steps.”
I suspect visitors click away, muttering, “I’ve heard that before. And I don’t believe a word.”
So let’s go for some shameless bragging..
(1) Share your successes.
Everybody promises they’ll take your business to the next level. You show how you actually deliver on your promises with a 3-step story.
Beginning:
“When Jenny called me, all her friends had stopped speaking to her. Even her dog looked the other way when they went out walking. Jenny was desperate for a social life.”
Middle:
“We worked on Jenny’s communication style. We developed voice techniques customized to Jenny’s life. We suggested new conversation topics and we taught Jenny the weed-your-friends-weekly technique.”
Grand triumph:
“Jenny’s social circle has widened extensively. She has more friends than ever (including some special friends). Her dog proudly trots by her side, head high.”
(2) Use numbers to gain trust.
“Eighty-two percent of people who take this course tell me they increase business by at least 30%.”
“In 6 years I’ve worked with over 300 clients.”
“Doubled revenue in my own business with just one simple technique anyone can learn.”
Just choose meaningful claims. Readers won’t be excited when you say, “Ninety percent of people who took this course became more aware of their own prosperity.” They want prosperity, not awareness.
(3) Get other people to brag for you.
Your client says, “Hey, I really got a lot from your service.” That’s your signal to move fast.
You say, “I’m so glad you liked what we did for you. Would you like to help others achieve the same benefits?”
Many happy clients are delighted to help but don’t have time to write out a testimonial. So draft up a quote and always, always get permission to use it on your website.
When your favorite clients won’t offer testimonials, they’ll often agree to serve as references. No problem: you need those too.
Check out my free teleseminar on Thursday, November 20, at 10 AM Pacific: Don’t let FOB (Fear of Bragging) hold you back. Click here to learn more.
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Tags: client attraction, clients, copy, copywriting, web site marketing
Posted in Professional Services Marketing
